• Skip to content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer

Adpulp

The Chronicle of Bright Ideas

  • About
  • Featured Creative
  • Ad People
  • Content
  • Social Media
  • Political Advertising
  • Media Trends
  • Contact

It’s Primarily Content That Creates The Connections

July 5, 2011 By David Burn

In a new piece on AdAge, Friend of AdPulp (FoA) and BeanCast host, Bob Knorpp challenges the content-centric world view that’s so prevalent in marketing circles today.

We create endless blog posts and tweets and videos to fulfill our perceived need for content and call it our social-media strategy. Trouble is it’s not really a social strategy, as much as a search-engine-optimization strategy. We aren’t necessarily engaging an audience with this “content.” All we are doing is enticing them to watch and maybe share a link. So in the end the value of most “content strategies” is to create inbound link traffic, which is really SEO.

When we set out to create digital stories, maybe it’s time we left behind old models completely. Instead of looking for ways to get eyeballs on our videos or clicks to our pages, maybe we need more focus on creating multilayered experiences that keep people involved, immersed and interacting.

I appreciate the reminder to create multilayered immersive experiences that you, dear reader, will find deeply engaging. But I admit that I’m also at something of a loss. What do these experiences look and feel like on AdPulp? What do the experiences look and feel like on The BeanCast, or on any modern “ad” campaign you can think of?

Let’s take Crispin’s Subservient Chicken and Wieden’s Man On A Horse as examples. Both succeeded in capturing the imagination of millions. The campaigns were indeed mass marketing campaigns, but they didn’t feel like it, because individual people were invited to participate and play along.

When you look at Subservient Chicken and Man On A Horse, it seems pretty obvious that personalization and customization drives participation and sharing on the web. Yet, let’s also look at the content in these two cases. Ultimately, it was the content that people loved and wanted to share. So it’s easy to conclude that the rich experiences that Knorpp and others are calling for, are dependent on great content (which is helped immensely by personalization and customization). It’s the content that people immerse themselves in and interact with, then comes the sharing.

Related

Comments

comments

Filed Under: Ad People, Content, Digital, Search, Social Media

About David Burn

Co-founder and editor of Adpulp. David wrote his first ad for a political candidate when he was 17 years old. She won her race and the advertising hook was set. Today, David is a copywriter and creative director in Austin, Texas.

Primary Sidebar

About

The Chronicle of Bright Ideas.

Edited by David Burn in Austin, Texas.

“World’s greatest ad blog.” –Vinny Warren

See our About page for more.

Navigate by Topic

Sponsors

Breaking News

  • YETI Presents Derrick Begay, Navajo Cowboy February 15, 2019
  • The Answer to Your Protein Problems? Lean Meat February 14, 2019
  • Prepare To Lift Your Cognitive Ceiling February 13, 2019
  • “Savvy” Looks at Society’s Fakeness, and Advertising Looks Good In Comparison February 7, 2019
  • Become A Premium Sponsor and Captivate The Adverati February 5, 2019
  • Can We Quit All the Quitting, Already? February 5, 2019
  • Senioritis or Reggaemylitis? February 4, 2019
  • Hulu Makes It Clear: Reagan’s “Morning in America” Is Over February 4, 2019
  • Super Bowl Advertisers Guarantee the Game Will Be More Entertaining February 3, 2019
  • Freelancers Work The Creative Problem, Sometimes Fail To Avoid Their Own Problems February 2, 2019
  • Catching Up with Bart Cleveland: Art Director, Mentor and Entrepreneur January 31, 2019
  • What’s Playing Between Plays On Sunday January 30, 2019

Get Adpulp in Your Inbox

Receive an email notification when we publish a new article.

Connect

Follow Us on FacebookFollow Us on TwitterFollow Us on YouTubeFollow Us on E-mailFollow Us on RSSFollow Us on LinkedIn

Footer

What People Are Reading

  • YETI Presents Derrick Begay, Navajo Cowboy
    YETI Presents Derrick Begay, Navajo Cowboy
  • Need New Answers to Old Communications Problems? Head to the Woodshed
    Need New Answers to Old Communications Problems? Head to the Woodshed
  • Aftermarket Mods Take The 2019 RAM 1500 To Incredible New Places
    Aftermarket Mods Take The 2019 RAM 1500 To Incredible New Places
  • The Danish Way: Probably Perfect Pilsners In Sustainable Packaging
    The Danish Way: Probably Perfect Pilsners In Sustainable Packaging
  • Prepare To Lift Your Cognitive Ceiling
    Prepare To Lift Your Cognitive Ceiling

Search the Site

Hours & Info

Off Madison
[email protected]
Always on.