If the buzz on the web is to believed, Custom Creative Content is the next new thing.
But it really isn’t. What it is, really, is a manifesto of a company’s need to shift it’s marketing into “Web 2.0” mode– a credo of engagement, involvement, and discussion, all spurred by the use of various media methods to create interest in you and what or whom you represent (product, personality, cause, service.)
It includes web presence and interactivity, from blogs and podcasts, to video casts and regular marketing videos, all offered for free as in the form of valuable information that may or may not include your product or primary message. What’s important is what the customer wants to know. In the case of a brand, it may be the brand’s history or culture. In the case of a product, it might be how the product is made. In the case of a service, it might be getting to know the people who provide the service.
All this revolves around a MIX of media, from web based, to directly marketed or presented. A website, YouTube, a blog or a forum, even Twitter and photostreams (and slideshows- remember them?) But also a DVD, a direct (snail) mail, TV Spots, newsletters (web and paper), and viral campaigns.
It’s not enough to simply hire a web specialist, programmer or a video producer. Your consultant must know how all of these activities intersect. They must have been there, and know where next to go. They have to know your story and feel your vision. They have to be able to create content.
We’ve been doing that since we were kids. But we’ve been forward looking just as long. We’re no stranger to video, meetings and presentations, audio, streaming, blogging, or RSS feeding. We listen. We analyze. We propose. We execute. All the media, all the details. We measure, report, respond, refine and enhance. We grow your page views, enhance your image, get you applause and earn you the response you require.
What is Custom Creative Content? It’s a story, on many different levels.
- Level One: Concept. What is the plan? Who is the audience, where are they, what turns them on?
- Level Two: Words. The blueprint to all else that will follow.
- Level Three: media selection, based on the above.
- Level Four: Design. Make sure there is a common look and feel to all your content.
- Level Five: Creatively exploit each medium to its fullest, in light of your strategy. Testimonials? Interviews? Flow animations? Mind Maps?
- Level Six: Place the messages where they will be found. Web-Centric? Direct? Mass media? Auditorium? Trade Show? Brochure, free DVD, YouTube?
- Level Seven: Before paying for exposure, maximize your free exposure. Keyword optimization. Forum presence. Street Crews. PR. Speakers Bureaus. Viral Video. Word of Mouth.
- Level Eight: Track the action. See what works. Modify. Your keywords. Your creative. Your media placement. Your web presence. This is the thing…. you can make changes– even in video– overnight.
- Level Nine: Build on Your Success. Now, YOU’RE the expert. Be interviewed, appear on other people’s podcasts. Become the go-to-person locally or nationally on your subject.
- Level Ten: Never stop listening and conversing. All of it has to be two way, whether you hand type your own responses, use autoresponders, or virtual assistants.
In the advertising business, this used to be called a campaign. But an ad campaign was simple.
This is a Hydra. This is Now. And this works.