If you’re like most content marketers, you probably get a handful of inquiries each week from various vendors eager to pitch their product to you. Most of them you’ll ignore; some of them you’ll research and dismiss as a poor fit. But what do you do with the ones that seem interesting?
Imagine you were born in 1910. Over the course of your lifetime, you’d witness the rise of radio; the emergence and dominance of TV; the birth of computers and the internet; and even the first appearance of mobile devices. Print, which had been the only mass communication channel for a solid 5 centuries, would turn into the foundation supporting a variety of new digital media channels in the 20th century. These new channels paved the way for radical advances in information exchange, commerce, storytelling—and yes, marketing.
Modern culture is full of strange and wonderful contradictions. We simultaneously glorify all things “vintage” (hello, hipsters) while at the same time largely ignoring the historical context surrounding them.
Let’s face it: When we’re tasked with creating a ton of content for our brand, it’s hard to sustain a high level of creativity. The stories we tell start to sound stale to our own ears, and the technology that’s supposed to help us unlock our imagination ends up restricting us to a few content types that leave us feeling uninspired.