There are 3 Types of Content2018/02/08
This is what you’re competing with. Every day.
– 5,000,000 Blog posts written
– 700,000,000 Tweets sent
– 70,000,000 Photos uploaded to Instagram
– 250,000,000 Emails sent
Prefer your stats live? Check this out.
No wonder most things you post, tweet, and share go ignored.
This is a Twitter post from a prominent food & drink brand:
Time to get in the Christmas spirit(s) – see you at the bar! 😜🎄 pic.twitter.com/0lvIuikC16
— Las Iguanas (@lasiguanas) December 24, 2017
That is what we call Wallpaper content (I’m feeling kind). Content that you’re not urged to respond to, doesn’t showcase something new and lingers in the background. When asked about a Wallpaper post you can respond that “yes, it is indeed a post.”
Cut Through content sounds fancy because it fucking is. It stops you. It forces action.
How? These methods work:
– Live video or a GIF, separating itself from the regular imagery & text
– Simply beautiful photography, evocative of the environment or product
– A competition or an offer, prompting people to engage
– A retweet or repost from a customer with a thank you, embracing the community
Here are a couple of examples that we like:
A kindly reminder that on Tuesday 24th July we're closing all cafés and giving the whole team a well-deserved day off to have fun at our massive annual summer party, the Family Mela. See you on the 25th July at 8am (except Dishoom Shoreditch who'll open their doors at 12pm)! pic.twitter.com/75wdVdUk9J
— Dishoom (@Dishoom) July 23, 2018
— POLPO Restaurants (@Polpo) December 11, 2017
Yeah Ok so we made one of those. Our blog. Our rules.
Cut Through content causes action. 3D content translates that action from online to offline. Like, in real life.
Meaning that, when you visit the venue, you’re confronted with a coherent story, from digital-to-digs. This could be a design style. Or an attitude. Or a series of values.
These folks do it right:
Is your child texting about brands?
BRB: busy retweeting brands
OMG: order more goods!
MIMBF: MoonPie is my best friend
IB4B: I brake for business
LIT: lost in trends
PLMAIDAL: please leave me alone I’m designing a logo
HAHA: hire a huge accountant
ROI: right on, Ian
— MoonPie (@MoonPie) January 30, 2018
a cheese grater implies the existence of a cheese lesser
— Denny's (@DennysDiner) August 16, 2018
I've spent less money buying drugs than I have buying cinema tickets with a drink and popcorn. This country is fucked.
— Mangal 2 Restaurant (@Mangal2) January 29, 2017
What do all of these posts have in common? They make you feel something. A connection. You feel like you know the person that wrote it. And we’re far more enamoured by people than ‘brands.’
Not to say this tactic is without risk. “What if I piss some people off? I could create some a PR nightmare!”
Well, no. I mean sure, you could, but the types of content we’re talking about based on your values and beliefs. It’s founded on truths that exist within your business every day, so if – and this is a big if for many – you follow what you preach, then you’re only amplifying the things that already thrill your guests.
Don’t be wallpaper. Find a healthy mix of cut through and 3D.