DS
Well in simple terms, it can be brand wrong. It can be the wrong brand delivery for a particular message because it’s sending its own message about the source of that information that may be counter to what you’re saying.
CW
This gets into a bigger subject here, but just as the style of delivery needs to sort of match to both what the brand is saying and the audience needs and what’s right for them, there’s also the format of the delivery as well. That can often dominate content discussions, but actually you’ve got to think about the audience here. Are they going to lean back and watch the three-minute video or are they thinking, “I need the 30-page document to read through in a quiet moment,” or something? These are the questions where people will quickly go to the answer before they’ve thought about what they are trying to do, what the audience needs and what’s the best means of bridging that.
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We’ll wrap up this series on Friday with a discussion about how content should be delivered. Want to see what the experts at Movéo and Earnest think about gating content? Then you won’t want to miss the final installment of this series.
Featured image via Text100.
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