Content marketing, a young person’s game? Pah!
Well according to JWT Singapore, Content Marketing is a young person’s game. They are soon to launch JWT25 their new content marketing division based on the average age of its workforce “25” and that content will be produced within 25 days. Ageist or what?
I am 52 years old (just wish I could swap the 2 and the 5 round hey!) and over double the average of the JWT25 employee. Although I’ve got more grey hairs and wrinkles than they have, I’m physically fit and I still play 11 a side Sunday League Football. Okay, so I may not be as agile as Team JWT25 and they’d just bypass me on the pitch, but the concept of how content agility relates to age is just wrong. JWT25 was set up to respond to clients seeking a fast, effective, high quality snackable video service for the lowest cost.
But when it comes to the professional experience of the JWT25 young hotshot, I have nearly 8 times theirs and have been doing this concept based branded content stuff called “advertising” for 31 years against their 4! As a juxtaposition we’re thinking of launching BZ56 as the average age of our advertising agency is a whopping 56! This makes us old enough to grow beards but wise enough not to wear them, and our female counterparts, far more qualified as agile content practitioners for the following reasons: -
1. We have a much deeper understanding of brands
2. We have a much deeper understanding of what brands are for and how they work
3. We have a much deeper understanding of how brands relate to corporate culture
4. We know how to make brands charming and engaging
5. We have a much deeper knowledge of what it takes to have branded ideas serve valuable commercial purpose
6. We are much quicker to spot bad ideas and divert creative attention to more productive matters
7. We are more entrepreneurial and able to spot an acorn idea whose potential would go unrecognised by less experienced eyes
8. We are more likely to appreciate the difference between content marketing and an all encompassing content strategy
A vast amount of branded content appears to serve little or no purpose, certainly not to its intended audience, and content marketing is to the internet what cosmetic micro beads are to the world’s oceans, an increasing pollutant. If this gimmicky JWT25 works it will not be because of youth, but talent. Agile content production is a good idea and content marketing could benefit from a few agile principles. For example, user stories could be a useful discipline. User stories done well ensure that audience goals and motivations are the principle driver of output. Agility and empathy go hand in hand, and content marketing is in dire need of more empathy.
Empathy is the ability to step imaginatively into the shoes of another person. “How can I use creativity to make my audience’s life better or to capture its imagination?” is a question that is not being asked enough judging by the output of most content marketing programmes.
Empathy improves with age! And we’re with you on this Phil Adams from Blonde Digital, so write that out 25 times JWT Singapore!