Cerebra

Welcome, Chef. I’m guessing the reason you are here, reading this piece is because you’re hungry for some cool, creative content.

Before we start, I’d like you to wash your hands… Yup, that’s right, wash your hands clean of all the generic brand bollocks. Get right in there, scrub under your fingernails and make sure you get all the ‘sales’ out from under there. That’s better.

Ingredients:
- Strategy
- Personality
- 3 to 5 hypothetical customers
- Content streams (with sources)
- Rich media
- Calls to action
- Time relevant content

Method:
Before we begin any mixing, we’ll need to sieve through the strategy to make sure we don’t add in any unnecessary ingredients. More often than not you’ll find that most brands will try adding in a little more than they should and this may make your final product a bit lumpy.

Once you have refined your digital strategy, whisk thoroughly with a dash of personality. You can be generous here, but don’t go overboard. Keep going until the two are well mixed.

Next, lets grab 3 to 5 hypothetical customers off the shelf. We need to know who we’re cooking for. Is it the soccer mom, or the businessman? The entrepreneur or the sports fan? Crack them open and add their lifestyles into the mix so we can tailor content with minimal fuss for our guests.

Looking good Chef! Now beat in some streams. Identify 5 main content streams that define your brand. The ideal mix of streams should look something like this:
- 1 x Brand core business
- 2 x Slightly removed from brand (industry related)
- 2 x Personality (what’s different about you over your competition)

Time to add some sources (not sauces). Grab a funnel and filter in content from 3rd parties. Be sure these sources are the same flavour as your streams or your final product will be hard to swallow.
To give your dish a little bit of flair, add in some rich media: pictures, videos, links… add them all, don’t be shy. Top it off with a strong call to action and your content dish should be ready to serve to the masses.

This dish is best served hot and at a relevant time. Much the same way as you don’t want cereal for dinner, the timing of your content is vital to the way your audience experiences it.

Bon appetit.

Image Source: savorybowl.com