Jan

Updated update: Inexpensive content production could set marketers free

Posted by Renee Hopkins Callahan

This post from a few weeks back referenced Corante Network contributor Elizabeth Albrycht talking about the need many PR and marketing folks have to produce content that's perfect, and how the rise of cheaper and faster content production can change marketing:

Now, with the advent of cheaper and more accessible production methods maybe, therefore, our collateral doesn't have to be perfect any more. Maybe we can take more risks. Maybe throw out more ideas, enable others to comment and contribute.

Corante Network contributor Mary Schmdt posted this comment to the post:

"Was it really perfect or same-o, same-o 'marketing speak?' Polished and professional doesn't have to mean souless and impersonal. And, I think that's really the evolution/revolution that's going on right now. People are able to connect anytime, anywhere, on a very personal level. As for 'cheap' Yes, the capability is there for production - but that doesn't mean it's quality. That'll always be a challenge. As will the judgment of what to say, when, and to whom."

Now Mary has built on the idea of "not perfect but good enough" a little further:

"In talking about our strategies, joint marketing, targets, etc. – we came to the realization that one of our biggest issues is – ahem – our own perfectionism....Yet, in today’s Web 2.0 world it’s okay (even cool) to throw things out to the market that are a little rough around the edges. One of the terrific benefits of doing business on the Web is the interaction and community."

Granted that Mary's not talking about marketing per se here, the build is still valid. It's OK to take a risk on releasing something that's not perfect, whether it's a product or marketing collateral. But the idea behind it had better be good, and it better be complete enough -- good enough -- so that people can see the idea and react to it.

I do agree that "polished and professional" doesn't have to be "soulless and impersonal." My experience has been that while you can get away with an imperfect presentation of a great idea, the opposite -- a polished, professional presentation of a bad idea -- does not work.

UPDATE (1/9): Corante Network contributor Johnnie Moore posted on this discussion at Johnnie Moore's Blog:

"Perhaps it goes with an Intelligent Design model of how the world works: the genius creator is totally responsible for the result, instead of seeing (the Evolutionist viewpoint) that all progress is the result of mutations, the hit and miss of trying stuff out and sometimes making mistakes."

and Antony Mayfield at Open (finds, minds, conversation) picked up the thread from Johnnie in a must-read post that refers to this new approach to marketing content as "unpasteurized."

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Category: Marketing

COMMENTS

1. Mary Schmidt on January 6, 2006 09:10 PM writes...

Renee,

Thanks for getting to the essence of multiple posts. I know how it is herding us opinionated cats.

And, I'd like to note re "not related to marketing per se" that I find it very difficult to mark my post "nocorante" (so it doesn't get picked up for the hub) since everything a business does is ultimately a marketing success or challenge. As Peter Drucker noted (I may not have the quote exactly right, but here's the essence), "A business has two functions - marketing & innovation. Everything else is overhead." A field technician all the customers love - Wow! That's a marketing success (and the techician should be rewarded for being a great marketer.) Got potholes in your parking lot? It's a marketing problem. Shipping snafu? Oops - you guessed it - marketing issue. Surly receptionist? Oh dear. BIG marketing problem. And, so it goes.

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2. Renee on January 7, 2006 10:36 AM writes...

Hi Mary!

Thanks for your comment! I completely agree with you -- everything a business does reflects on marketing. My comment was more along the lines of underscoring the fact that your post wasn't directly addressing marketing in your post. And, in fact, I've found it easier to herd you opinionated cats if I read all your blogs separately from the hub feed so I can get a sense of the ongoing narrative, the context in which the posts are being made. And because even when your very agile minds aren't addressing marketing directly, there's almost always a connection!

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