Content to create

Have you noticed that no one's talking about content?

Go back to Monday's Marketing Newsletter (22 June) and re-read the "StarHub targets youth with mobile rave" article. Any idea what the actual content of the campaign was about? Nope, me neither. I now know the channels which were used, but not what the message was. Most articles on the subject are the same. To prove a point try swapping radio spot for SMS message, magazine articles for Facebook and brochure for website the next time your read an article on social networking. You realise quite quickly that all people are talking about is channel.

So how about talking about the content. In my view the biggest problem facing creatives is not the new technology but the different mindset you need to adopt, especially if you work in advertising. Here's a couple of pointers which might help you get in the right frame of mind

Rule number 1: Don't push.

Social networking is a pull medium, not a push one. By that I mean, where as a lot of advertising will attempt to get people to do something, print out the coupon, take the test drive, etc. with social networking people are obviously being sociable. They don't want the hard sell, so don't do it. But do allow people to pull information from you. If they want to know more they'll ask or visit your website.

Rule number 2: Obey the laws of network Karma.

The more you give the more you shall receive. Give information and ideas with no strings attached. After all you're not paying for the media so lighten up.

Rule 3: Think about your client's business in its entirety.

Affective advertising works best when the message is very focused. However this can be a barrier to creative thought when you're developing content. Think about your client's entire business not just the marketing message. Airlines need to sell tickets, but they may involve their customers by starting a city review post.  You get the idea.

There's probably plenty more "Rules" out there when it comes to creative content. In fact I'm going to start a Facebook group called "Creating Social Network Content" right now to collect them. See you there.

For more on social networking and what brands should be aware of when entering the world of social media, see the July issue of Marketing magazine Singapore.

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