Today I heard an agency describe the content strategy that it was working for a client. At the end of the description (which revolved around how the client saw itself, and what it wanted to talk about), I said: “That sounds like an ad pitch.” Awkward silence.
Right now, in meeting rooms around the world, bad ideas for content strategies are being hatched. And it’s no fault of the idea-hatchers.
Sitting in a meeting room.
Thinking about the company’s (or client’s) management or board.
Needing to sell an idea in to sceptical constituents.
Knowing, no matter what they hatch, it’ll get enough paid air cover to make it look a winner.
So they lay an almighty egg of a content strategy. An egg that, within the hothouse confines of the group that hatched it, meets only reaffirmation. But the content strategy doesn’t serve customers. Not at all. And it doesn’t serve the real strategic goals of the company behind it.
How do you get around this natural tendency of organizations to lay eggs?
You need a very strong counterweight to the natural tendency towards basic self-interestedness from the parties involved (client approval for the agency, peer approval for the marketer, and self-serving messages for the internal stakeholders).
Audience-centric design is the response. Taking its cues from the user-centric design discipline, audience-centric design relies on rich and direct audience observation – both their attitudes and behaviors – in order to inspire value in the eyes of the audience.