Trust the process of creativity. A stupid notion can lead to a great idea.
Social Media marketing is ever-changing. It’s much more than how many likes you have on Facebook or how many people follow you on Twitter. People are looking for something or someone to help them sort through the huge mass of information so they can make the right purchase decision.
Whether you share fun, entertaining content that makes you remarkable or useful information that helps solve a problem, to succeed in Social Media most certainly means promoting your content well and engaging with your customers.
There’s an awesome documentary called Project Re:Brief by Google. Have you seen it?
Internet advertising turns 18 years old this year. Yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they’re being used to connect, engage and entertain. So the people at Google designed a grand experiment to re-imagine what advertising can be and to push the boundaries of how creative ideas and our technology can work hand in hand.
Google partnered with five of the brightest “old-school” legends from advertising to re-imagine their most iconic creative work from a half-century ago for the modern web, for 4 global brands – Coca-Cola, Volvo, Alka-Seltzer, and Avis.
The time for change is here. Print and TV advertising found themselves in this same position and now it’s the Internet’s turn. People get tired of seeing the same advertising over and over and they become bored. Success in getting your message out there depends on the value you bring to your audience.
Enter content marketing. As we learn from our heroes of the past spotlighted in the documentary, shifting formats and media platforms happen but the basic tenets of human storytelling haven’t changed. Tell me a fact and I’ll remember it. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever. When you deliver straightforward, information and compelling content, you develop a solid, trusted relationship with your customer.
One of the great legends, Howie Cohen, the man behind the iconic Alka-Seltzer commercial “I can’t believe I ate the whole thing!” shares his thoughts on creativity in Re:Brief. He says, “Creativity has 4 “I”s”. These same principles can apply to your content marketing process:
1. Intuition: We feel something happening but we don’t have much to go on.
2. Information: We use our mind to find out more about what this notion is, gather everything we can.
3. Incubation: It’s the creative soup. We go to sleep, we take a shower, we do all those daily tasks that take up our day and all of a sudden something emerges.
4. Inspiration: We start formulating what we felt and uncover what was meant to be born.
5. Idea. We have a need for creative thinking in the face of these enormous technological shifts in the way we communicate. Brainstorming is especially helpful when you want to break out of stale, established patterns of thinking. Don’t be afraid to share ideas. There’s strength in the crowd. Magic happens when we collaborate.
Gather a list of content ideas spontaneously contributed by your team. Focus on quantity. Welcome unusual ideas and withhold criticism. You never know when the next great idea will cross your path.
Do yourself a favor and spend your lunch break with this documentary “Project Re: Brief”. It’s wonderful to witness the 5 “I”s in action: