When discussing content from a marketing perspective we must be focused on what is supposed to do. And let’s be clear, it is marketing so we are trying to sell something – an idea, product or service.
The biggest problem with that statement is that we must not look at every piece of content as “selling” content. There is a time and a place to use the platforms and content to drive and offer and work as low in the sales funnel as possible. I call them “programs”. Others call them campaigns. This is an effort surrounding one theme, product or event. Usually they have their own budgets and expected outcomes.
But there needs to be content in your calendar that allows followers to fall in love with your brand. This is not possible in the selling phase. Too much to ask. But the best brands do this. Nike, Starbucks and Wendy’s to name a few. (Full disclosure – Wendy’s is a client) They create always-on content that gives the consumer or potential consumer time to relax and relate to the brand. To enjoy each other and become “friends”. This content can be funny. It can also be educational or time saving. Look at it more as brand building.
It’s a fact in the social landscape that clicks and actions are not the only viable metric. I could argue that they are not even a good metric. That’s another post. But now platforms are measuring impressions. Facebook, Twitter and Instagram do this. And they have proven, with brand-lift studies and the like that these impressions are impacting the way a consumer thinks about your brand.
Lots to consider here. But the takeaway should be to lighten up on the sales talk in your social efforts. Even just a little. And when you need to run ads in here, do it, and when you can just engage and show a softer side, do that. There is no 8-step process here.
As always, please let me know if this makes sense or if you have a different though on the subject.
New biz in the ad world is a beast is a to some and the lifeblood to others. We invest so much time and effort into huge ideas that, for the most part, have very little client input. They are not grounded in reality from a client perspective. Yet, every time, at the end of the presentation the group being presented to asks, “Can you send us this deck?” This is where my dilemma begins.
As I said, and you know, we have invested in this information. Common thought suggests that amount may be as much as 10% of their expected fee for the next year on the pitch alone. So there is work and energy going in. And rarely do they pay even a penny for these thoughts. In that occasion a brand is willing to pay for a pitch it is pretty low. Maybe $10K if you’re lucky.
So I guess my issue is that, I believe innocently or not, these people will use the losing agencies thoughts moving forward. We provide all the thoughts, processes, timing, etc that we know in our system with them as a client we will see great results and wins all around.
What if we didn’t provide these thoughts? What if the presentation was it? After all, shouldn’t we be on our A game with them fully engaged? Would this be an insult? Or what if we put a HUGE copyright mark and link to legal page?
I have been part of a company where we chose not to participate in pitches. Granted it was a different scale and for social media business only. But we did it. It was refreshing to cordially decline when asked. But we were more than happy to showcase what we have done previously and discuss the opportunity with them. Just not countless hours and ideas.So maybe this is me venting. Maybe there is a better way to do this. Maybe not. I will keep thinking about this. You should, too.
One of the best parts of my job is to interview people. I love meeting them and understanding what motivates them and hearing about their experiences. I am a firm believer that employers need to provide the top candidates a position where they can win as individuals. And then the team, agency and client can win.
Back to the resume. This is typically the first thing we as employers see from you. To be even more specific, in a large agency setting, it’s typically a recruiter that sees it. So what do they look for? Could be previous agencies and brands. Could be projects. Maybe even coming from a certain market gives you cred. All of that is great.
But what I will suggest is that you tell us a story. After all you are talking to me about a role on the social team. That whole effort is about telling stories. Use those skills. Too may times i get resumes that list out one’s skills that include Excel or Facebook or whatever. Those are table stakes in the world we live in. Really, they are. Use this super-short time you have my attention to wow me. Tell me something about a project or you that is cool. Excel is not cool.
Let me know what role you really played in the process. The younger you are the more right you have to be honest and say you were not the lead but had some great builds and were important in the ways you could be. Of course, the bigger the title, the more those stories should be about leading and innovating. But be honest. Nothing worse than a fake-ish resume that gets you in the door or on the phone and it’s a head shake and the “not qualified” email to the Recruiter.
As a former Creative Director, I would even suggest you create a portfolio of your work. Links or PDFs are great. Doesn’t mean you did it all. Same goes for an art director’s book. They had a writer, producer, account manager and a Creative Director, not to mention the clients, completely contribute to the effort. And not page after page. Less is more in the whole resume process for sure. If there is one takeaway from here it is show me how you are smart and will be an asset to the team.