We are in the midst of a content shock.
A shit-storm of exponential noise is raining down on us like a Tsunami.
But don’t despair there is hope for brands who aspire to be master storytellers.
SXSW has seen so many examples of how genuine creativity can change the equation of content shock. From next generation interactive storytelling to using smart curation techniques. The art of percolating newsfeeds with quality content can still win in a world of content shock.
The spies had their ‘craft skills’. Masons had their apprenticeship thing. And chefs have their signature methods. Artisanship and craft is what’s needed in this age of content. A sense of signature and study.
21st century content craft is about equipping yourself with the tools and practices for Content that POPS. Developing content with Purpose, that’s Original, has Participation baked in and uses contemporary Storytelling techniques for the digital age.
This is about mixing the publishing smarts of Upworthy, with the media savviness of Chipotle and the marketing coolness of GE. Taking inspiration from pioneering media brands like VICE, News Deeply and Aquartz. This is about brands as editors, not publishers. Finding an angle that can chime and fizz.
Making extraordinary content isn’t easy, but it is possible. It doesn’t mean you have to break the bank or invent the next cool thing. You need to pick your bets and make those editorial judgement calls on what fits for your brand and your audience.
Try out different tactics: experiment with scarcity to drive interest, or embed social into the storytelling process or design a co-creation platform with like minded artists. Whatever your play, make it count with true commitment and buckets of creativity.
To make your content travel you need shock proof distribution strategies. Think about how you can develop innovative media partnerships and make your content surface in the right place at the right time. And invest in proper access for your super-fans so they can engage on your behalf.
Content shock is just the ways things are now. Filters will get more fierce and creative thresholds will increase. This is good for content, because it means we all benefit from what extraordinary content can bring us.
There is no place for ordinary content anymore.
Your audience deserves more.
(Image credit: Upworthy SXSW 2014)