It’s Time to Knight content in your strategy

A few weeks back, I referenced a financial wellness content series featuring Tom Daley and Dustin Lance Black, as well as the drive to create more social content series across the content ecosystem.

Marketing news always covers the big content wins … the summer jeans thing (I honestly did not care) and the Super Bowl Oreos Tweet come to mind. But those are the outliers. Content belongs to the masses and consumption has changed.

🔐 The Content Keys have been shared to the masses

We all have people we follow on YouTube or other social networks for their content series, but last year, Tubi got into the game with the launch of Tubi for Creators.

The move is on to empower creators with followings to extend their creative chops onto new platforms to reach new audiences with brands that make sense. While most creators won’t end up on Tubi or Netflix (have you seen the new Podcast section?), the tide has now forever shifted.

🍪 But, what about Gary Vaynerchuk?

This week he re-branded his dual-agency to focus solely on enterprise clients who need to “move at the speed of culture” and focus on organic social content. While I don’t disagree with Vaynerchuk, it’s not unique. And I don’t believe brands need to move at the speed of culture. I believe they need to provide value and impact to their audiences. Fast earns press, right earns fans and customers.

👖 What matters is value.

Adding it and extending it. As BarkleyOKRP wrote this week, “Fashion and pop culture have always recycled themselves, but how Gen Z approaches nostalgia is a different kind of cultural revival.” So while Vaynerchuk wants to move at the speed of culture, more brands are going to be focused on long-term connection as a brand ethos.

➡️ What’s your hot take on content this year?