Content development basics

people throwing blue powder at daytime

I think some people today look at content creation and they don’t think of it for what it ultimately is – it’s marketing. And that’s ok. It’s ok to call it marketing. But it’s also more than that. Content is in your invites, it’s in your creative materials, it’s in your emails, it’s in your posters and signage, it’s in your social media.

In many ways, content development is marketing that goes beyond just the analytics. But really, I would say content and analytics and marketing are all intertwined with each other. And that’s something I try to instill in clients. Content doesn’t go anywhere if it doesn’t know where to be placed. And content without a marketing strategy does not get seen. All these things are intertwined. And it’s for that reason why content is so important. 

Content marketing that resonates

How can you create content that has some style behind it? Sure, you have a duty to create content for the corporate client, but that doesn’t mean you can’t add your own little flourish to it. Even if they are a prim and proper company with a long history of working with military families, you still have to think about how you can add some style into their work.

That’s what they are asking out of you. They want you to put your own personal spin on it. They want you to bring your history and personality into the creative. If they didn’t, then why would they hire you? And if you do this, and they don’t take to it, then maybe they aren’t the kind of client you should have.

You have a choice to make. Are you going to create something with a personal bent and a quality all its own, or are you going to put out the same prototypical thing that hallways been put out? You owe this company your best work.

Bringing you into a company’s marketing

But most of all, you owe them yourself. Helping with their brand starts with you knowing who you are and what you are trying to say. Great marketing comes from bringing your history, your style, and yourself into everything you do. The things you like, the stories you want to tell, the music you respond to. When you can be unabashedly you, then you can create some powerful content. And the client will like you for it. 

I worked with a client and I helped them create a show that showcased the history of the company throughout five decades of its business. I chose to open every decade with a medley of songs that would really bring people back to that time period. When I was given the go-ahead, I went nuts with this project. Why? Because I love music and this was my chance to really put my stamp on the event. So I brought in all the music that I LOVED.

So, I go to work looking over songs that could fit into the five decades. From 1965-1995, I was in heaven. I grabbed songs from artists like Cher, Madonna, Whitney Houston. I chose all the artists that I love. Sure, I was selfish here, but I also was strategic. No one could deny that these songs did not define the decade. 

Why do I bring this up? I bring this up because this was a moment where I was able to take something that I love – music – and use this to lift an event. But let’s go even further; I was able to take these songs and bring them an audience of 600 wealthy people. 

People at work would make fun of me saying “did you just chose songs from your Spotify playlist?” And I would say, yes, of course I did. I loved the songs and I knew everyone else would. I wasn’t going to go with the boring stuff. I was going to go with the pop divas that I know and love.

Marketing your story

I don’t make any qualms in meetings about who I am and what I am about. I don’t shy away from who I am, change up my voice, or tighten my tie. I am me, through and through, and that’s what I am talking about when I say you have to bring yourself into a campaign. Being totally ourselves in meetings and presentations is more essential than anything else. It’s one of the most essential things you can possibly do.

Yes, you have to play the game and follow the rules of the company. But if your CEO is a good one, they will want the best out of you and they will want you bringing your full self to the table. They will want to hear what you have to say and what you believe in. And if you’re a contract worker, a great employer should feel the same. Great leaders want you to bring your truest self to their marketing.

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