Jun 14 2011

What is “Sticky” Content?

Category: social mediaHeather


So what exactly makes content “sticky?” Are we talking some type of adhesive or is it more of a gel? In the online world, sticky means good things…particularly when you’re talking about content. When it comes to the Internet, “people go online for hard facts and information,” says Enzo Cesario, Chief Creative Officer of Brandsplat. “But if you can make those hard facts and information entertaining in some way, you’re one step ahead.” Sounds simple enough, but as Enzo goes on to discuss in his recent Capture Commerce interview, creating pass-along content is much easier said than done.

There isn’t much of a difference between “sticky content” and “infotainment” – both do the same job. Infotainment requires that you “start with the premise that nobody really cares about a product or service…and [if you] approach your marketing efforts as such, you will soon see that your main goal is pretty simple; to just get people to like you/your brand/your product/your service.” This is very literally true in the cases of social media outlets like Facebook and Twitter that allow your clients to tangibly express affection for your product by Liking or Following your brand.

Infotainment relies on the premise that your customers use the web to be both informed and entertained. If you can give them both of these things, you’re already two steps ahead of the game. This can mean creating an interesting infographic that highlights the need for your product or industry or coming up with a creative way to video market on YouTube. Whatever you create, remember that the idea is to “make them laugh, make them cry, make them feel something other than that momentary sense of victory one feels when coming across a great deal on Groupon.”

The best brands treat their branding campaigns like they would a nightclub. When presenting yourself as a brand to client “you don’t shout your pick up line. You make the other person feel comfortable, and you don’t beat your chest and boast about how great you are.” Creating a sense of trust between you and your client is a crucial first step and you usually only have one first chance. The greatest brands mean something more than just their product…they become part of your life. Your customers “may care about a coupon, they may care about a discounted price… but at the end of the day they really don’t care much about you unless you make an impression on them.”

There are some really great examples of infotainment circulating out there, and the harder time you have identifying them, the better they’re integrating into your everyday life. For example, Enzo believes that Disney’s “Read-a-long” app for Toy Story… is a great example of how a brand can offer something more, in this case, an educational experience that is relevant to their audience.” Other examples include interactive iPad/iPhone apps and graphics and companies like Doritos who engage their customers by having them create commercials for the product.

Whether you’re just starting out or are in the midst of a rebrand, a successful Internet strategy is a must. In today’s cluttered online environment, the only way to stand out is with something unique, specifically, your content. If you can find an entertaining way to marry your brand and your message then you’re well on your way to getting noticed.

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