People are constantly seeking out new content. From news, to magazines and blogs, people search for new information to be informed and entertained. So why are so many brands still pushing unwanted content onto their consumers?
Re-inventing the creative brief
Perhaps the problem lies in the way we have traditionally approached the start of the campaign creation process. Majority of agency creative briefs pose a question: “what do we need to say?”. However, perhaps this question needs to be replaced by “what do they wish to hear / see?”. By putting your target consumers at the heart of the content, and reverse-engineering the solution based on their desires, would allow brands to reach more consumers and make a positive impression.
What type of content would your customers be after? What is your brand in position to deliver (the type of content it best aligns with)? What is the best way for this content to reach your target customers? Asking these questions at the start of the campaign can make a big difference to the rates of reach and recall of your content.
Written by:
Lana Bruskina – Strategy and Insight Manager
For further information on THINK Global Research, please contact Kristy Ihle (Managing Director) at info@thinkglobalresearch.com.
