Brain Chatter: BCON Expo 2017

March 28, 2017 Ophelie Zalcmanis-Lai, Content Editor

“Mass media is no longer ‘what can you create?’”

This was said by Sean Stanleigh, Managing Editor at the Globe and Mail’s content division, Globe Edge, at this year’s BCON Expo by Strategy Online.

This got us thinking. See, the nature of content creation and how it gets distributed is much more nuanced than the word “what.”

It’s about the experiences content can give people.

It’s about the fact that people know what they like, including their favourite social media platforms (which, they aren’t leaving no matter what you give them by the way).

It’s about the new platforms, like smart home speakers or drones, that will change the future of content forever.

It’s about building relationships with the customer directly.

Marketing, especially content marketing, is an industry where tunnel vision and trends can take over. Essentially, we marketers tend to fixate. We get a hold of one idea and run with it until there’s nothing left and then we’re off to the next thing.

Unfortunately, it sometimes makes us forget the details and over generalize.

Luckily, it’s easy to turn this into a fortunate thing.

Let’s rephrase “what can you create?” into “how do you create?”

Realizing that we’re fixated is often what propels us forward into producing better, more robust content. We invite you to take a step back.

So you specialize in video production? Awesome! But when that video is getting produced, what’s the strategy behind that? Is it platform agnostic? Is it crafted around viewers’ habits?

How is powerful. How signifies insight. How means responsive process.

Bottom line here? Strategy. At the end of the day, it doesn’t quite matter what you make or what format its done in. The oomph is in that process.

Create with intention. Create with a plan. Create with your wits.

Audiences will thank you. 

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