Content made for attention vs content made for relation

conversion-content

Four weeks ago I wrote a blogpost on how we’re moving from a content is king world to a quality is king world. However, if you’re one of the lucky ones who’ve got tons of fans you might have a challenge. Your fans might crave tons of content and sooner or later you’ll end up with money problems. After all, tons of

content will cost tons of money. This is why you should divide your focus on content into two purposes.

Content made for attention vs content made for relation. Give this some thought:

1. Content made for attention.

When you think about creating content for the uninitiated, the people who are not your customers or brand fans, think attention. This content should create interest, desire and making people send it to friends. But it’s also content made for the masses which means it’s equivalent of advertising. You wan’t people to be amazed.

Google introduces Project Glass and it’s a great story. Made for the masses yet content selling their vision.

This is all about communication, it’s all about creating an impact and making people go wow. Focus on creating creative and original content that can’t be found anywhere else.

Urban Ears. Branding through content.

Quality is key! Idea is key! Thinking of conversion, meaning what do people do once they’ve stopped looking, is key! And note that if you make people think, want…they’ll Google you. You don’t need a QR code or a link in the end to get people moving through your value chain.

 

2. Content made for relation.

Quality of course matters, I’ve already written about that. But that said, you stell need to cater for the needs of your brand audience. The people that have found their way to your owned channel, facebook page, instagram feed etc,they’re there because they want more.

Gary Vaynerchuck knows how to keep his fans on their toes. Episode nr 1000 marked the end of a fantastic journey to fame!

They want to indulge in your brand and in your products. I’m not following your brand online cause I want one update every half year, I’ve followed your brand cause I want more. I want content, photos, videos and all kind of things that deepens my love for that brand of yours. Don’t waste to much time on selling things. The people who interact with brand content want to get straight to the content.

Nike gets straight to the point in this video with Suzann Pettersen.

I want access to things only brand fans get access to. I want to feel special! When you create content for brand fans. Think insights, think episodes, think retention, think story goes on, think the more the merrier and finally use a tonality towards friends not strangers. A great content strategy targeting your brand fans shouldn’t have a 2 months life span. It should span over years!

Good luck on creating that content strategy of yours!

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.