Originally posted here (Spanish) in 2018.

Content, content everywhere

Content is all the rage these days, but it’s something we’ve dealt with forever. In its broadest definition, it encompasses a vast spectrum, ranging from movies, TV shows, news, and more. This word is always around us.

Our way of learning: through content

From the beginning of our lives, we learn through “content.” We interact with documentaries, videos, books, or television. Today, with phones and tablets; computers are already very old school.

We put things into context, even without prior knowledge, through content. This is how we learn, just as our parents and grandparents taught us. A good example from about 20 years ago (or more) are the McDonald’s commercials that taught us to say “please” and “thank you” or to be cleaner by putting trash in its place.

Content drives us.

Indeed, the best content inspires us and spurs us into action.

Another clear example of this, not commercial in this case but historically powerful, is Martin Luther King’s. In the ’60s, he gave speeches that moved an entire nation in the quest for equal rights.

Another case is Harvey Milk’s. Interestingly, both cases later served as the basis for movies. In other words, their content inspired more content. Mr. Milk appeared on the big screen at a pivotal moment in the early 21st century, and from there, much of what we see today for equality among same-sex couples can be traced.

We could say that we tell a story of events we haven’t experienced through “content.”

Let’s change the way we tell stories.

Brands that are changing their “storytelling” are achieving things they never imagined.

When did we think an energy drink would have us eagerly awaiting a man’s launch into space? If we examine the case, they did it twice: the first time they canceled, and the second time they followed through. The audience levels exceeded their expectations.

Today, NASA has a publicist as an advisor to tell their stories. I imagine, not with absolute certainty but from what I’ve read here and there, that their audience levels have dropped. Watching a rocket launch is no longer “exciting.”

Companies and brands that embrace change will be the ones setting the field. Today, more than ever, we seek entertainment wherever we can find it. 92% of brands have increased their budget for content creation, not just Facebook or Instagram posts, but valuable content. Content that moves, that changes people’s status quo and remains in their minds.

It’s not new.

We tell stories to prompt people to take action, to mobilize, and this has been happening for many years—not just with the emergence of Facebook, as many “experts” believe. We’ve reached the point of providing information and knowledge to people at the time of purchase in exchange for their action.

Tire Case.

In France, two brothers bought a tire company during the industrial revolution. The problem was demand: the number of vehicle owners was very low since there was nowhere to go.

The brothers decided to create a guide, using their brand name, offering Parisians 3,000 reasons to drive their vehicles and leave the City of Light.

A company created a guide, something unrelated to tires, giving consumers a reason to drive through content. I’m sure you’re familiar with the brothers’ last name: Michelin.

Value Content and Conversion.

We create needs for a product or service, our essence in business, and we do this through content.

The objective of marketing content will always be the same: to get the consumer to take that action we seek—today, tangible in reactions, shares, or comments (though often underutilized)—and at its highest point, THE purchase.

Yes, it’s correct. This entertainment can generate high levels of engagement, but its greatest potential is realized when it achieves an action that yields a tangible business result.

I’m not a believer in generating content that only stirs up positive or negative reactions on social media. The idea should be to move people.

Relevant content can be found, consumed, shared, and inspire action. Want a formula? You’ve just read it. This is how we can conclude in an eCommerce transaction or registered in a CRM. Valuable content should inspire people to do something.

The Right Strategy

Viral is an adjective, not a noun, and thus virality is a result, not a strategy. Content is just one of the many marketing tools at our disposal.

Do we want people to do something or go to a site? Quality must be created—quality content that meets needs rather than generating content just to fill empty spaces in a marketing plan.”