Polle's goal is to change companies to do less with ads and act more. Content is never the end goal. Real people want something and content is the in-between step to get there. Polle showed the KLM Surprise campagne. He learned from that campaign that people loved it, but are also very practical. They want to get things done and, e.g., find their suitecase.
Now, let's talk managers. When working on cool content we need to work on input for their talks at the golf course. Make sure you show them lots of facts and figures, even though this is not what it's really about. The underlying construct is important. Technology forces us to rethink content. And metrics dictates creativity.
Copywriters and content marketeers are in the squeeze between tech, managers and consumers. And there's an exploding number of touchpoints. And things get even worse... consumers expect more. He refers to the Skyfall Coca Cola campaign. But is this a good campaign? Does it get things done?
De Maagt is obsessed with solution-driven content and copy. How do you show that content has value? Start with a business case focusing on things that is important to your managers. Polle also points to the Net Promotor Score.
- layer your content calender
- construct concepts worth sharing
- talk the management porn (they don't understand content)
- try, test, experiment and scale what works
- build momentum and change the organization
- don't reinvent, learn from others (don't trust your agency, trust your competitors)
And, ACT (within the next 48 hours)!