Ask the Board – August 15, 2016 | GARY HALPIN

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What are some effective ways to future-proof your content?


There are a number of ways to go about making your content evergreen. If you have a solid creative campaign going, such as one that is meeting the goals of the network (i.e., content strategy), then maybe there is a way to either make these ‘donuts’ or more branding/generic instead of a call-to-action. Donut-type spots can wrap a call-to-action message, which can be updated as needed. When looking at branded-type messages or content that can last, they should feature information about the brand (obviously) but this information should be consistent over time. In other words, will it make sense in three months, six months or even a year from now?  We always feel there is a fine line here, one side constantly thinking about furthering the main brand message (or messages), but creative is so much more affordable these days, so it’s always good to have a fresh message as well. This point is vitally important when looking at in-store networks as employee fatigue is a huge factor if something is playing over and over and over and over and over…

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