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Content marketing: No need for creative extravaganzas!

July 9, 2010

“We’re the latest, most creative, daring to be different, outside the box thinking, challenging convention, zig when others zag agency.”

Have you ever noticed how pretty much every advertising agency loves to tell you how creative they are, how they think outside the box, how they challenge convention, how they dare to be different or how they resist to be usual?

That got me wondering why. I came to two conclusions:

  1. Advertising agencies have a tough time differentiating themselves from their competitors. If you’re paid for your creativity and your thinking, you have to find a way to convince people that you’re the most creative and the most strategic. That’s a tough nut to crack.
  2. One of the main reasons why creativity is at such a premium within the ad industry is because the consumer’s tolerance for and reaction to traditional advertising is at an all-time low. Therefore, the more fun, creative and engaging an ad is, the less likely it is to be regarded as an interruption and the less likely it is to irritate the consumer.For example, Nike’s three-minute soccer extravaganza ad, which has aired the past few weeks during the World Cup, is engaging, compelling and no doubt seen by its intended audience as entertainment, while the 30-second spot promoting during the same commercial break is seen as annoying white noise.

    But Nike and its gazillion dollar ad budget is the exception to the rule. This is why I love the concept of content marketing. It doesn’t necessarily need outside the box, tangential, daring to be different thinking. It doesn’t require the cooperation of a Wayne Rooney, a Cristiano Ronaldo, a David Beckham or a multi-million dollar production budget. Content marketing works by giving a target audience the content, information and entertainment that they want.

    It’s as simple as that.

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