Better-than-Gold Content

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All that is gold does not glitter. Not all those who wander are lost. The old that is strong does not wither. Deep roots are not reached by the frost. –J.R.R. Tolkien, The Fellowship of the Ring 

Like the powerful One Ring™ in his epic trilogy, Tolkien had the Midas touch. And like the mythical King Midas, the elvenkings, hobbits, dwarves, lords, wizards and warriors of Middle-earth learned the hard way about real gold, fool’s gold and the importance of wielding gilded powers wisely. Some gold, however shiny, must be discarded into a volcanic crater and destroyed. (In editing circles, this fiery chasm is sometimes referred to as File 13.)

Whether it’s great literature, an escapist novel, an iconic image or a momentous marketing campaign, storytelling – and merciless editing – contribute to memorable communications. Every good story shares timeless principles about what really appeals to and endures among humans, hobbits and other sentient creatures.

Whatever the medium, today’s storytellers must break through an increasingly Mordoresque forest of competing communications. Unlike Middle-earth, today’s mediascapes aren’t guarded by black gates, fierce orcs or goblins. But on-track navigation can be a formidable task nonetheless.

One does not simply walk into marketing Mordor.  

In such a context, it can be hard to see the forest for the talking trees or more ominous surprises along the way.

If you’re a fearless communicator in search of real-life, relationship-building partnerships and engaging, enduring, almost-evergreen content, it may be time to turn over a new leaf.

A Goal, a Message, a Map, a Compass and a Guide

This isn’t Middle-earth, but you’ll still need the marketing equivalent of backpack-basics like a map, a wizard-guide who knows the trail and contextual GPS to keep you on course. Perhaps most enchanting are the relationships and value you can forge along the way if you don’t fall under the spell of glittery, flash-in-the-pan shortcuts.

In an era where content – with caveats – is king, the real Midas touch is humanity, not magic. As in stories of old, the shared experiences and long-term relationships that make us human are still the things that most any audience can relate to: “Show me why I should care.”

All that Glitters Isn’t Gold

Defining good content: Creating quality, branded content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.- Content Marketing Association (CMA)

“All” is the operative word. But “engaging” is important, too. Whether your message is on an ancient scroll or a mobile app, blog post, banner ad or video, knowing your brand, your message, your media and your destination while maintaining cross-media consistency is key. As you create, be mindful of your brand and its unique personality and promises. Make sure that everyone on your team understands it and is following the same guidebook.

Then, when it comes to executing your communications plan, enlist a good storyteller or professional wordsmith to work with a marketing- and media-savvy team. They’ll customize it, make it meaningful and ensure that it matches the media of choice with compass-guided precision.

Always plan ahead and anticipate the inevitable obstacles and opportunities along the way. Allocate enough funding and time to do the job well. The road from Riverdell to Mordor  requires a detailed map, and it’s not a day trip.

In any era, wayfarers who go with the flow while still staying the course will bring home win-win results, value and long-term relationships – worthy goals that are better than gold in the end. … Just ask King Midas, friends of Gollum and a few older-and-wiser, wizard-guided hobbits and humans.

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