I either work as a freelancer in the sector of film production or content marketing and sometimes both fields interweave. They both have one thing in common: storytelling.
In our day and age, brands are starting to realise that the way they used to mass-communicate doesn’t work anymore. Not too long ago, marketing was about talking about your brand as often and as loud as possible – or paying actors to do the talking. These days, consumers can block ads, skip commercials and decide for themselves which content to consume. It’s important to realise that the consumer is in charge.
“It’s important to realise that the consumer is in charge.”
Content marketing is a long-term strategy focused on storytelling. Taking your audience on an interesting journey takes time. One piece of content may generate short-term attention, but won’t captivate your audience. It’s about bonding, not branding. Try to imagine what your favourite series would look like in two episodes. What would the storyline look like, if there were only two occasions to tell the entire story? It wouldn’t captivate you the way it has through long-term story construction and character development. Each episode slightly lifts the veil on the story and captivates you. That’s how content marketing works as well.
“Content without a strategy is nothing.”
The content I create often has specific goals. I rarely advise brands or organisations to create content because it’s fun or they feel like they have to do something with content. Creating content without a strategy is like telling a story around a dying campfire: it won’t be durable or warm enough to hold the audience’s attention and lead to emotional bonding.
To ensure you have a warm, long-lasting fire, you need different types of wood (content). If the audience around your campfire is warm and satisfied – and immersed in your story – you can easily call them into action. But it all starts with a solid story structure and an all-encompassing content strategy. Because content without a strategy is nothing.
Good content moves
Good online content doesn’t sit still but rather moves through all sorts of corporate and private channels. If it doesn’t move, it’s like a forgotten letter at the post office: if nobody delivers it, and nobody comes to collect it, nobody will ever know what it says.
Most people live in their own virtual bubble, which mirrors who they are: what they do, what they like, what they think, who they’re friends with and how they spend their spare time. Today’s toughest communication challenge is creating content that is happily received and shared. Information that doesn’t fit the consumer’s requirements, won’t enter their bubble.
“If content doesn’t move, it’s like a forgotten letter at the post office.”
Anyhow, this is my vision and approach to content creation. But there is much more I apply during the process. Do you have any questions or would you like to start with creating content? Send me a message!