One of the things that I think brands lose sight of in the rush to become social media publishers is that the laws of supply and demand apply as much to consumers' attention as to consumers' wallets. In the social era, great content cannot overcome poor experience-your blog posts, infographics, tweets and Pinterest pins cannot win over customers who see poor ratings, hear friends gripe and observe brands focusing more effort on getting the word out than in changing the actual brand experience. Content cannot save your brand if it offers lousy customer service, a disappointing product and a terrible digital experience. The lesson from strong and popular brands is that content is not king. Lowe's may offer some helpful DIY content, but is beloved for its competent employees, great online experience that enables shoppers to get info about past purchases and schedule reminders, and innovative Iris smart home kits. Amazon produces almost no content, but it holds a special place in people's hearts and wallets by providing the most efficient and innovative retail experience around. Sure, you can read Subway's site to get tips on eating better, but what came first for Subway was not content but good, healthier, convenient, fresh fast food. What they all share is an obsession with furnishing the customer something different. If you look at the brands that top YouGov's BrandIndex list, you will find some that produce good content, but many are not known for their content. Think of how you first learned about Amazon, Google, the iPhone, Instagram, Square, Facebook, Twitter and Zappos-was it from brand content or was it from friends and family? If you get the customer experience right, consumers will spread the word for you. Give customers what they want when they want it, support them in new and innovative ways, make their lives better, and do this all at a reasonable value, and your brand wins. Think of the brands you hold most dear-are you brand loyal because they produce great content? Of course, you may love Disney or FOX News, but in those cases content IS their business, but what about other brands you cannot live without? Do you love Google, Amazon, Zappos, Apple, Walgreens, Lowe's, Subway, Ford and Target because these brands produce engaging content?Ĭontent is not king. There are two reasons why I believe content is not king but something less.Īt a conference last week, I heard someone declare that "Content creates relationships." Is this really true? Do you love your spouse because he or she produces great content? Your friends may be funny, insightful or informative, but are they your friends because of what they say or because of who they are?īrand relationships are no different. In her free time, she likes gardening, spending time outdoors, raising chickens and being with family."Content is king." This is something I hear every week in conversations, at conferences and on blogs, but does the fact it is so often repeated make it true? Content is vital, no question about it, so perhaps it does not matter whether we coronate it as king, queen, prince or duke, but I question if giving the throne to content might not cause marketers to lose focus of more important needs and strategies in the social era. After earning a bachelor’s degree in foreign languages (German and Spanish) with a minor in linguistics, she finished a master’s in applied linguistics. She is a lifelong Alaskan and UAF graduate. Redmond has worked for the SSS program since 2007. The Staff Make Students Count awards are presented annually to staff across the UA system who go above and beyond daily to serve students. Ginny Redmond, director of UAF’s Student Support Services, was one of four university system staff members recognized by the UA Board of Regents with Staff Make Students Count awards.ĭuring their two-day meeting in Fairbanks earlier this month, regents also honored Wayne “Woody” Woodgate of UAA’s Prince William Sound College, Auguste “Augie” Stiehr of UAS’ Learning Center and Josh Watts of UA’s Office of Information Technology. Not pictured is the fourth award recipient, Wayne “Woody” Woodgate of UAA’s Prince William Sound College. UA regents presented Staff Make Students Count awards to, from left, Josh Watts of the UA Office of Information Technology, Ginny Redmond with UAF’s Student Support Services and Augie Stiehr with UAS’ Learning Center.
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