I feel compelled to make an entry around this topic after having a very interesting discussion with one of my x-colleagues on 'content marKeting' (with a capital K).This is indeed the age of content creators sprouting up across the world equipped with their hardware and software artillery. In hindsight, brands/advertisers have pretty much strolled the curve picking up pieces of social media marketing, influencer engagement, proprietary products, platforms, et al along the way. An omnipresent tool that they always had in the shed was (and still is) Content (with a capital 'C'). They solely created it then and now it is a joint effort with their audience (also a dangerous path to tread).
But the whole point is lost when these brands/advertisers also have to consider a sizable investment in marketing the content that they hoped could market them or their product! This begs the case of Kolaveri D - For the unenlightened bunch, Circa 2011 - India witnessed its first real massive viral video on Youtube! I was working with a digital agency when this happened and I kept pondering then, on what was it about this piece that pushed people to share it and go bananas. IMHO, this was not funny enough to be a parody/joke of a song, not musical enough to be a serious number, not star-studded enough to be a glam candy! But eventually, it grew legs and became a viral beast like India had never seen before. What did the trick?
Again, IMHO (double caps on H), marketing helped the content travel. Most of them north of Chennai who didn't even know of Dhanush (a kick-ass star!), were either too curious on what was going on or were just responding to a serious case of FOMO attack. The initial push by the marketing/influencer/industry insiders/you know who made sure that in 24 hours, people would either be in love with this song or trying to figure it out. Anyway, the movie wins. Oh yes, that was obviously a teaser for their upcoming film.
If one'd dare venture the path of content, it should be a free-thinking and creatively raging experience. How about Felix Baumgartner being pushed out of that capsule by Red Bull? Was that video crack-your-skull-and-smash-it-even-more fantastic? You bet! Felix in the course of those 4 minutes and 19 seconds, broke the sound barrier! Though Google's Alan Eustace has since then broken the record for the highest parachute jump (literally left a boom behind), the Red Bull jump seems to be etched better on many a minds! That can be the perfect combination of a strong piece of content supported by a just about crazy strategic marketing plan.
Thinking Content? Thing harder.
