Content

In the everchanging age of digital, brands are fighting harder than ever for attention. And now they’re not only competing against their competitors for eyeballs, but with a consumer’s friends, family, the non-stop news cycle, even other brands from other categories. It’s a struggle just to get noticed.

Content is the only tool that can keep your brand top-of-mind and educate consumers about what sets you apart, while also generating preference and loyalty. But what exactly is “content”? It is often digital, but can also be a physical object or brand experience out in the wild. It’s whatever makes people stop scrolling and start engaging – whether they do that by sharing, posting or ideally, purchasing. Creating compelling content means not only crafting well-told stories but also being strategic in how, when and where they are told.

The best practitioners create content that combines the impact of advertising with the power of data and the rigour of journalism. It also addresses clear business objectives that help guide the choice of platforms, partners and tactics. In order to make the most out of the content you create, you need to interpret data, learn best practices and develop intelligent ecosystems.

Compelling content creation uses many of the same filters and processes as journalism. Authenticity is vital. Social media has become a huge, multi-layered, constantly changing town square; a meeting place where brands and their communities interact and redefine their relationships. It’s often uncomfortable for brands. There is nowhere to hide. There is a lot of pressure on brands to live up to their promises of being good corporate citizens. But a well-trained, well-equipped content team – internal or external – who are empowered to act responsively and engage freely can hit home run after home run for a brand.

Our expertise is as varied as the types of content we produce. We create value where our clients need it and evolve their content as they evolve:

• Content creation (incl. photography/videography, animation, editing, articles, blogs, podcasts, web content, native content, social media, etc.).
  

• Playbooks
• On-site content capture
• Content strategy
• Tone guides
• Community management
• Influencer marketing
• Content amplification
• Analysis and performance
• Social reporting and listening
• Training and coaching
• Editorial planning