It’s time to create content… real content
Today at PodCamp Singapore Mitch Joel of Twist Image (pictured) talked about marketeers using the social media as a platform for creating content. He gave great examples of companies creating great podcasts, and building genuine communities around real (not marketing fluff) content.
The same thought crossed my mind a few months back in a slightly different way. I thought: Would I rather watch a series of TV commercials or a feature film? I voted for the film.
Would it be possible for a company not to spend small amounts of budget on a series of TVCs, but pool it together and produce a feature film that’s actually screened in cinemas? Or better yet, make it a free download!
The question now is, do agencies have the expertise? Can we move beyond creating buzz to creating content?
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wow, creating a feature film for the cinema or making it a free download/stream?
i can say it’s no mean feat to produce a feature film, budgets, crew, location, talents, equipment, materials (film is too damn expensive), processing.. it’s no wonder why films are so expensive to produce
i don’t think the pooled TVC budgets will be enough to create content of that magnitude.. although i am thinking of the youtube feature, “four eyed momsters”
okayyy, but i also get your point about agencies and organisations creating content. i think it’s a powerful thing, but right now many production houses don’t really understand the costings for producing a video or audio podcast. quite a few budget them the same way they would produce something for the broadcast medium, which may or may not be a bad idea.
the problem is that clients may not be willing to spend that kind of money when the broadcast audience still outweighs the micro casting audience of today’s podcast audience.
as such, podcasts / content should be affordable to produce, because it reaches a more niche audience and not the masses..
Interesting post and a great thought there. Being content producers as opposed to spinmeisters will need new competencies. The question is whether our agencies are prepared for that?
As you would probably know, some of the topics - eg nuclear engineering or molecular biology - would require a wee bit more insight and knowledge beyond just toothsome smiles and award winning copy.
Thanks for the kind words Ben. Imagine a feature film? Right now, we’re at the stage of advertorial, which is a still a little too sales pitchy for most.
A corporate Blog or Podcast where they are adding value to the conversation is a great place to start, but I think you’re right: we will get to the point where some of your ideas will be common practice.
My guess is, there are some who saw the last James Bond movie and felt it’s already happening
The social media is a PR’s dream come true. Instead of pitching to a content creator, we get to create the content ourselves. Done right, it’s absolutely credible and consumable.
Thanks guys for your insightful comments.
ONe of the word that pops up during the recent new media conference by IPRS, where Mitch presented as well - was the word ‘prosumers’ - the consumers are now the producers as well.
interesting insights there