We Need Content
Content Strategy for a Communications Agency
Content Strategy for a Communications Agency
This project formed part of the MBA in the Michael Smurfit Graduate School of Business, UCD. The task required us to perform the role of Strategic Consultants over a continuous two month period.
Our client requested us to write a business plan, for a content capability within their communications agency. They anticipated that they would need a video department and we were required to access the feasibility of this and carry out a cost benefit analysis. While investigating the problem, we diagnosed that 'Content' was not just the creative product of the agency. 'Content' needed to be engaging and resonate and be either useful, educational or entertaining, but most importantly it need to illicit a response from the viewer. The tools of communication were not the issue, it was understanding the behavior of the customer that was the challenge, even more so with the millennial generation, who have an invisible sign around their neck saying, 'Make me feel important'. Theses audiences are no longer passive, they want to contribute to the social bonfire. Agencies have traditionally used the model - Paid, Earned, Owned, but now this has been reversed to - Earned, Owned, Paid (if you have to).
