{"id":5269,"date":"2018-11-28T15:23:09","date_gmt":"2018-11-28T15:23:09","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=5269"},"modified":"2018-11-28T15:23:09","modified_gmt":"2018-11-28T15:23:09","slug":"the-content-is-king-mentality-should-be-dead-but-it-isnt","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/the-content-is-king-mentality-should-be-dead-but-it-isnt","title":{"rendered":"The \u201ccontent is king\u201d mentality should be dead, but it isn\u2019t"},"content":{"rendered":"

Quite often the marketing industry likes to toss buzzwords around hoping they become the next big thing. Stroll through the halls of the biggest agencies and you\u2019re bound to hear \u201cvelocity marketing\u201d, \u201ccrowdsourced content\u201d, and \u201cbrand authenticity\u201d spoken about ad nauseam. <\/span>
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\nAuthenticity is something that can\u2019t be bought by pushing out content with a massive amount of paid media behind it.<\/strong> While great campaigns start by telling a story – are you doing anything more than pushing great content in a consumer\u2019s face if your community management isn\u2019t having the same authentic conversation?<\/span>
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\nBrands that are authentic to the core are generally devoted to facilitating genuine human connections with consumers. You may be asking yourself who goes to brand pages to have conversations? The answer is simple, a lot of people do!<\/span>
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T-Mobile: The Magenta Family<\/b><\/h2>\n

T-Mobile has saturated the telecommunications space with content on both social and traditional channels, the company understands the importance of not only delivering value in customer support, but also in community management.<\/span>
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\nThe carrier\u2019s delicate balance of sales, issue resolution, and positive community management allows for the cultivation of a community that trusts and is vibrant.<\/span>
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Netflix: The Chill Next Door Neighbor<\/b><\/h2>\n

Netflix US has shifted their focus from promotion to relevancy. In the early days of their campaigns, it was very clear that Netflix attempted to talk to consumers versus talk with consumers.<\/span>
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\nNetflix has flipped the switch to incorporate meme culture in an effort to create authentic and relatable conversations with fans.<\/span>
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\nWHO DOESN\u2019T LOVE PUPPIES? Netflix knows this. Taking a look at the response to the below comment, Netflix\u2019s use of grammar, relatability, and quick type response allows the brand to engage authentically without trying too hard.<\/span>
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Dove: Storytelling through resonance and conversation<\/strong><\/h2>\n

 
\nDove\u2019s social media campaign, #SpeakBeautiful hit home the idea that content must have a mix of conversation and story. The campaign was <\/span>based on the role online words play in impacting confidence and self-esteem.<\/span>
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