Is Content Really King?

Everyday millions of us are exposed to designed content distribution plans that have been months in the making. Allow me to elaborate.

Next year Rio De Janeiro (Brazil) will host the summer Olympic games from August 5th to August 21st. In those 16 days, millions of Americans and viewers around the world will be exposed to immaculately detailed content distribution. Official sponsors and supporters such as Coca-Cola, GE, Bridgestone, Visa, Samsung, McDonald’s, and several others will be rolling out expertly crafted content.

That being said, here are a few of the best advertisements from the 2012 Olympic games held in London.

Each brand chose to present the Olympics as an honorable event in which to represent your country and captured the magnitude of the games reach by choosing to focus more on the emotions of love & pride and the journey leading up to the games.

The ad by Procter & Gamble was a powerful reflection of the strength and support provided by mothers in shaping young Olympians and helping them forge a path to their dreams.

The hardest job in the world, is the best job in the world.

How many times have you seen an athlete thank their mother (and father) for the guidance and help which made their dreams possible? Numerous, and P&G was wise to pick up on this fact and avoid the cliche idea that winning is both an isolated event and effort by the hands of the athletes.

Not convinced? Check out this heartfelt speech delivered by Kevin Durant after being voted the NBA’s “Most Valuable Player” in 2014.

Adidas on the other hand, played up the pride of representing a nation– the athletes mother country– on a global stage. The ad plays upon the emotions of nationalism and unity, and the love and support of your fellow countrymen in a situation that is literally, “Us Against The World.”

They were powerful statements for both the multinational corporation and global athletic apparel brand that galvanized millions of viewers.

It’s clear that content is king and that when developing marketing collateral it is of the utmost importance that it is done so with purposeful intent. These powerful, belief-shaping ads would have been far less effective had they been played at 2am in the morning during a water polo match.

The entire aim of their campaign would be missed due to poor planning and purchasing a terrible airing spot. Instead, P&G chose to run their commercial slot during prime time during the most watched Olympic events— soccer, swimming, track & field, gymnastics, and volleyball; in their respective order. *The events that weren’t live were pre-recorded and featured during peak viewing hours.*

Each ad was released strategically during these peak viewing hours for their intended audience. P&G knows every person has a mother, and there’s a good chance whether you’re an Olympian or not, you can relate to the aspects of motherhood. However, the ad probably resonated especially with mothers as the difficulty of their role is often overlooked and primarily reciprocated by their children.

Likewise, Adidas’ ad was instead used to tease the Olympics in the preceding weeks, sparking greater national pride for an event  hosted in viewers home country. It was a call to action to support the athletes with the message that everyone has a position to play, and as a spectator theirs was to cheer on their countrymen carrying the hopes and dreams of a nation.

These ads were concepted months ahead of time and scheduled for a deliberate roll out much the way you should design your content. At TalenAlexander, we utilize the aid of a Content Marketing Matrix when distributing content throughout our blog, social accounts, and legacy media collateral.

So how can you go about building a content matrix?

There are the four steps we take into account when designing our content matrix.

  1. Creating a Contextual Situation a.k.a Developing a Audience (Buyer) Persona
  2. Defining Conversion Goals for Your Audience
  3. Developing Tactics to Reach Your Audience
  4. Purposeful Content Creation for Your Audience

Let’s examine each a bit more closely to get a better idea of how you can develop content that hits the mark.

1.Creating a Contextual Situation a.k.a Developing a Audience (Buyer) Persona

Start by defining whether your product/services are for B2B, B2C, or B2G clientele. When you’ve identified who you’re marketing to, next you will need to create a list of questions that help you better flush out exactly who comprises this audience.

Here’s a generic example persona,

A middle-aged (25-45) man who is a sports fan and gets his news from online websources, is into Fantasy sporting leagues, and accesses Facebook to keep in touch with family, friends, and colleagues.

While this is a fabricated persona, some of the characteristics might actually fit a Draft Kings audience member.

This first step is crucial in developing your content matrix and will require research. We recommend you actually interview your consumers or reach out to them with surveys or questionnaires to help you build a profile.

This first step is essentially making your audience aware that you exist because face it, everyone is vying for their attention already.