Content vs Advertising
Content is king. Content is engaging. Content is a sales tool. Content is a lot of things, but advertising. Very often I see brands and partners I work with define the same KPI's for content as they have for their ads. In this short note, I will try to highlight some of the biggest ways in which content is different from an ad. A content-consumer is looking for entertainment. A consumer of an ad is often trying to avoid watching it. If she/he does get stuck, all she's doing is waiting for it to end except if your product is revolutionary, your ad is telling them something they don't know or your ad is loud and colourful (a cheap trick that seems' to have become a thumb rule). The last thing you need to worry about doing via your ad is entertaining people. And entertainment is all a content-consumer is looking for. Your rules of advertising are bound to fail when you apply it to content. The easiest way to judge your content is to show it to your worst enemy - if...