Getting the Internet Back on Track

October 16, 2017 Ophelie Zalcmanis-Lai

If you’ve been reading us for a while, then you’re familiar with The Battle for Time.

If you’re new here, welcome! And welcome also to The Battle for Time.

The result is that people used to vote with their wallets, but now vote with their time.

Brands and advertisers and marketers are all striving to get as many eyeballs as possible. In the process the low cost of production coupled with instantaneous widespread distribution (thanks, Internet) means we're all in The Battle for Time when it comes to content.

Enter Medium. Just last week, the blogging platform released a spot that detailed exactly this.

Ah, it’s music to our ears.

So, here’s an open letter to Medium. Signed, a fellow participant in The Battle for Time.

Dear Medium,

You’re absolutely right.

The way the Internet is going now, with all its content everywhere and anywhere all it once, is totally not a good look for it.

With great power comes great responsibility. Spiderman references aside, this remains true for content creators everywhere – especially advertisers, marketers and brands.

“A space to further the conversation, not sell it.”

This line really stuck out for us because it challenges what we do. Ultimately, brands do have sales quotas – they are businesses after all. We are the people who can hopefully put a bit more of a human face on those brands, so that they can better connect with the audiences they’re targeting.

How we try to do that is by creating great content. The hard part is that it’s not simply a case of us crossing our fingers and hitting send, waiting for metrics to pour in.

That’s a dangerous form of auto-pilot. It’s also just adding to the clutter, rather than cutting through it. The problem is that sometimes the strategy comes out in the form of quantity over quality, instead of vice versa.

But battling for people’s minutes isn’t necessarily the worst part of this all – it’s just the reality.

Instead, it’s how minutes are battled for that really matters.

Every day, clients challenge us to make content that’s relevant. Empathetic. Insightful.

In that regard, we also have to be aware of the other content that’s out there. Not in a “let’s compare marks” sort of way, but rather in a responsibly informed sort of way. By watching others, we learn what works and what doesn’t. Sometimes we even learn that it’s best to just stay in our own lane.

Either way, The Battle for Time is constantly teaching us about making meaningful content by starting with the audience members and working our way back.

So, when you put out this video talking about creating spaces where conversations are continued rather than sold it was a good kick in the butt.

It renewed our belief in purpose before product and words that are met with actions. Because you’re right again on another point – a lot of people really do think before they speak.

And that’s exactly what marketers, advertisers and brands need to do. Whether it’s through data, experience or a very strong gut feeling, we need to think about the context in which we create. After that, things fall into place much easier (and often have more impact with audiences).

Thanks for continuing this conversation.

Onwards and upwards,

The Tite Report. 

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