content strategy
Why Tom Cruise Should Be Your Content Strategist
W
hen he’s not streaking through the Danger Zone on a Mission Impossible, the world’s biggest movie star veers Far and Away from his core competency, occasionally taking a mega-risk with his Eyes Wide Shut. Although it might seem odd, Tom Cruise makes for a compelling model of how to run a brand. While his trademark relates to an über-successful motion picture career, businesses can learn great lessons about reputation management and content strategy from Tom’s extensive film history. And just what is the “content strategy” of Tom Cruise’s career? It’s fairly simple. Mr. Cruise delivers to his core audience while attracting new fans with moderately risky creative choices, still keeping himself fresh for critics and colleagues with strategic, iconoclastic roles that challenge the core Cruise brand. Like Tom Cruise, a brand must manage its identity through choices in content. The days of the “EAT HERE” ad campaign are no more. With the prevalence of social media, TV advertising and paid content, there are too many alternatives. Like it or not, everyone is now in the content business. Brands must involve and evolve—or face the alternative: dissolve.
www.visibilitymagazine.com
The 70-20-10 Rule Defined
When preparing material and web content, companies need guidelines for developing their brand. One useful guiding principle for content is a simple 70-20-10 rule. A refinement of Coca Cola’s famous value and significance strategy, the 70-20-10 rule is a deliberate and thoughtful approach to content management and risk mitigation. The rule is as follows: 70 percent of content should be solid, standard and safe. Staples of the 70 percent include basic advice and how-to’s that are easily justified as supporting SEO and other efforts. This content most appeals to a broad audience. 20 percent of content should riff on the 70 percent but take some chances. This is the content that expands on the 70 percent content, but it may flirt with controversy, appeal to a new audience or otherwise push the limits. It may take a bit more effort, but it offers a higher potential payoff. 10 percent of content should be completely innovative. This content category includes things that have never been done that, if they work, could become part of the 70 or 20 percent. The 10 percent is characterized by heavy audience interaction and plenty of risk. Most
Summer 2013
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Visibility
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