photo credit: Brendon Connelly
Lure content: enticing but unwise
We recently had a client who referred to their glossy marketing content as lure content. Large enticing photos, minimal text, clear calls to action. Content designed to get people to bite so they can be reeled in. I have a big problem with the whole concept of lure content.
The connection between content and cosmology (seriously)
We all learn when we’re younger some ideas about where the universe comes from. The most widely understood idea is the “Big Bang Theory.”
The idea is fairly simple (albeit mind-bending). In the beginning, there was a singularity. All of the universe’s matter was densely packed into this singularity and, through somewhat unclear mechanisms of the universe, that singularity experienced a reaction that, suddenly, so rapidly expanded that it expunged all of the stardust, plasma, and building blocks of the universe and, with it, the physical laws and behaviours of that universe. A universe that, even today, is still expanding.
Photo credit: Jenn Kroeker
“Hi, my name is Big Corporation and I’m a content addict.”
Many, if not most, companies have an unhealthy relationship with their content. They’re addicted to creating content—always more and more—long after it’s become a problem. They have dysfunctional relationships between teams, blaming others and denying responsibility. They feel out of control and overwhelmed and don’t know what to do about it.