With content being the backbone of most of today’s marketing-driven efforts, and with everyone having way too many emails, text messages, and social media posts at their disposal, the question every marketer must ask themselves is:
Who cares?
That is, who cares enough about your marketing content, that they’re willing to consistently give their limited time and attention to your blog posts, videos, emails and social media posts, amidst the other hundreds (if not thousands) of pieces of content which are also vying for their time and attention at any given moment?
Unlike traditional marketing and advertising, where it’s become socially acceptable for a business to glorify itself because both the advertiser and the audience know it’s paid territory, digital media challenges businesses to compete with friends, family members, and other businesses (both competing and otherwise) for their audience’s time and attention.
The rules of engagement are vastly different. This isn’t just marketing and advertising. This is an unprecedented opportunity to insert your business into the pockets of your target audience (literally).
Yet, with this opportunity comes unprecedented consumer control to filter out irrelevant and uninteresting content (e.g. unsubscribing, unfollowing).
That’s why we at BlockGroup don’t only focus on our clients’ products or services; we “make the story bigger” (i.e. more relevant and interesting) by determining what these products and services represent outside of the standard business-customer relationship.
Then, based on these representations, we create a macro brand narrative, the same way many of today’s mega brands have become cultural icons (e.g. Apple, Red Bull, Starbucks).
Apple doesn’t just make electronics. It challenges the status quo. Red Bull isn’t just another energy drink. It gives wings to people and ideas. And Starbucks isn’t just a coffee house. It’s your home away from home.
But don’t just take it from us. As Jay Baer, the New York Times bestselling marketing author, says: “If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”
Based in Tel Aviv, Josh is the Head of Marketing & Operations for BlockGroup.
