Mr Apple himself, Steve Jobs, recently upset a few people by claiming that people don’t want “amateur hour” on TV; they want â€œHollywood movies and TV shows”.
Now I’m sure that Jobs was just trying to be provocative (and promoting his new toy at the same time); after all, Apple is the company who gave us desktop publishing, Garageband and iMovie. His comment still got me thinking though about B2B content marketing. There are, after all, stacks of companies that create a lot of in-house content that is a bit more homemade than the polished material some content agencies churn out.
Personally, I love it when a CEO makes a video with a Flip camera and really engages with the audience, talking about a particular issue. I really appreciate it when a corporation takes the time (and good sense) to communicate in a crisis via the business blog, answering questions and engaging in a more day-to-day tone, rather than stilted PR Speak.
Trouble is, I don’t think everyone is like me. Lots of people like glossed, stylish, well-made “professional” looking content. That’s my feeling at least after a few recent conversations.
A few things to think about:
Do stakeholders and customers really want to bother with:
- traditional business blogs (as opposed to the “pro” blogs that are more like newspapers)
- homemade YouTube flicks, shot with a Flip camera
- poor audio podcasts
- crummy PDFs that are a hassle to download?
Have we got to the stage where quality content â€“ really well produced, well written, hi-fi material â€“ is what companies should be aspiring to on the web now it’s no longer in its infancy and digital skills have rapidly taken off?