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adage
Quick! Name a corporate brand that does amazing content aggregation! Hmm ... wait. I can't think of any, either. Okay, let's try this: Name a brand that creates amazing original content. I can think of a dozen. Red Bull, Gilt Groupe, GE, BirchBox ... the list of memorable branded content campaigns surely goes on. As the deluge of content that gushes from our screens intensifies, the odds of a brand standing out get dimmer all the time. Couple that with the storm of brands now starting to do content -- whether for native advertising, as owned media or for social-media flow -- and the noise is only going to get worse....
As clutter evades our screens, brands have become diluted. Whether you use traditional media such as the new yorker known for their trust and checking tbecoming authorities or low production using cleverness and voice gaining interest as others crave content. However they look at pushing themselves forward through payment and placement instead of creating the kind of content that will build a brand more effectively than forced advertising is the kind of content consumers will want to share with each other. Being original saves money and creates expression that those targeted will view and trust.
As the fight for market share between brands increases so does the noise and clutter invading our lives. That is why it is important for brands to gain consumers attention. This article discusses the top of the spectrum in achieving this are media publications such as the New Zealand Herald who invest in high production-value content. However, I do not believe brands necessarily need to use this medium to get consumers attention, brands that have managed to achieve mind share are the ones who produce original content.