Content teams get demand from all over the place. Different business areas, different objectives, different opinions.
Siloed working means content is created in isolation but sits side-by-side.
The result is a patchwork website and matching luggage digital marketing.
It comes from teams briefing in agencies to create something. It could be a TV ad or a video to meet a certain objective. These things are created without thinking about what happens next.
Then in a click, the purpose and creative is lost.
If I had a pound for every time a brand team asked me to create a campaign page and my response is to ask what they wanted it to say/do, I'd be writing this blog from my own island in the South Pacific.
Or everytime an SEO team said there's a search term gap we could fill and I ask where will it lead to. Ranking first without that all important conversion click is a waste of energy. And one article won't create advocacy or awareness.
Businesses work in siloes but humans don't behave in them.
Not one person will say they only look at TV ads or only look on social. They look at a combination of everything, whether by design or by osmosis.
So it's up to marketing and digital teams to create experiences, not campaigns.
Here comes the corporate bollocks:
Marketing no longer exists. People don't react to cinematic ads, even if they do watch live TV. People are too savvy for sales messages. And people are too wary of corporates.
So we have to create fully immersive and cohesive experiential digital journeys, from top to mid-funnel content marketing to after care.
Told you.
The odd article won't cut it. Adding a page here and a video there isn't enough. Content needs to be thought about as an end-to-end journey based on what people want with the outcome of what we want them to do. All brought together by the brand and promoting the purpose.
The OG of influencers.
