Content: Fortune Favors the Bold

Patrick Jager
Feb 16, 2017 · 5 min read
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Be True to Yourself

Every brand was built on an inherently unique DNA: that which drove you to get into business in the first place and plant a flag in your industry. But look no further than the cola wars to see that ultimately, while they all have different vibes, they are all pretty much the same. Shoes, apparel, big box retail, automotive, etc. — all suffer from a “sameness” over time. If you are operating in sameness, you must be willing to pull your ideas apart and strategically dive back into what makes you unique and what you are willing to stand for. Great Example of remaining true when others morph: BMW

Walk the Walk

Bold is not a gimmick. Bold is not copying what others are doing. Bold is not brash, in-your-face for the sake of looking cool. Bold is not based on who has the most ‘likes’ on social media. Bold is not who shouts loudest or uses ALL CAPS to prove a point. Bold is the ability to take risks, confidently and courageously based on your uniqueness and willingness to stand up for your beliefs, your culture and your customer. And in the ever-competitive brand landscape, being bold will be one of the monikers of brands that thrive in the coming years. If you espouse beliefs, you must put them into action. Customers take note of those they see as being pandering or opportunistic. Once you say it, be it. Great Example of setting big ideas and sticking to them: Starbucks

Carpe Diem

Fortune favors the bold. And at no time do we need bold brand leaders than in 2017 — a time where divisiveness rules the day. How does your brand seize the day? How are you focused on building on your uniqueness and walking the walk-in ways that can transform and build return? It is not in a spot, or a campaign, it is in something bigger and more profound: shifting content to respond to the changing landscape, bringing people together in ways that show that you are above politics and trends. Look for the pockets nobody else is fishing. Look for ways to build an authentic leadership position that helps you stand out and once there, don’t seek short-term success over keeping true to your leadership. Great Example of looking internally to always shift your own landscape: Facebook. And lest you think I’m only going big, I present to you: Smartwool

DO NOT Believe the Hype

“We have a great idea for your brand! It’s a Snapchat campaign, featuring an influencer with 3million followers, targeted to Millennial females. It can’t loose. In fact, I’ll go viral for sure!”

Reverse Engineer Customer-centric Content

If you live into the above, you will focus on creative approaches that have a return and purpose front and center, rather than the traditional “make it and see” approach to campaigns that has been the driving force for decades. I call this new reality the age of reverse engineered content: starting with a definable outcome a brand is seeking and working back into strong content. Brands that are successfully engineering content start by determining their needed customer outcome, then they focus on the exact demographic and the exact distribution channels that can best affect this outcome, only then do they move into creative. Thinking about “Customer-centricity” does not mean that the product isn’t creative. Far from it.

Strategic Content Marketing

Content marketing strategy magazine for businesses

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