Oscars Results Reflect Today's Marketing Climate - Content Reigns

 Some interesting backstage comments followed the Oscars on ABC News/Entertainment made by Kathryn Bigelow (Best Director for Hurt Locker) on the quality of the 2010 Oscar nominees. She said, 

"This has been a really extraordinary year for content, and content-driven material that is diverse and complex."

I was really moved when I read this. 

It's a reflection of what's garnering the most attention, and exactly mirrors what's happening on-line. What draws is content. 

Sure Avatar is beautiful. Very beautiful, indeed. Far surpassing any movie ever made. But let's be real. The story line is a re-do. I won't spoil it for you if you haven't seen the flick by naming the 80s movie the story parallels, but you'll know when you watch it. 

Funny when you think about it because, despite pretty redesigns, most current law and accounting firm website content is nearly IDENTICAL to the stuff the firms said about themselves in their first websites, circa 1995. 

And, THAT text came from where? Yes. Straight from the blah-blah, we-we-we, all-about us, fluffy brochures the firms used since.... when? The 80s. 

Just sayin'...

That approach is done. And those sites are so dead they don't even stink anymore! 

Today's web is ALL about content-driven material that is diverse and complex. 

I do see some firms venturing into web content with very watered down, Info-101-type content that wouldn't teach my 16 year-old anything, much less be a worthwhile resource for the C-Suite exec it is supposedly targeted to. 

No no no. Content should never be dumbed down. Please. Punch it UP. Aim high. 

If your audience doesn't get it because it's over their heads, they won't think LESS of you, they'll think MORE of you. This is far safer than dumbing down the content so much that it comes across as insulting or condescending. Be very careful of that.

Get out there. Show your intellect. Show your depth. MOVE people. Give them something to applaud. Stand out!

So, back to the Oscars for the lesson... Pretty is pretty. Popular is popular. But content wins. 

Photo: AP

Comments

[Joel Ungar]

Great point Michelle. I haven't seen Avatar because I saw the commercials and just wasn't enticed. The only thing I've heard people say about it was "the effects were spectacular." I thought "Cars" and some similar movies were incredible from an animation standpoint, but the stories were just dumb and I've never wanted to see them again.

We've modified our website a bit to focus content to specific niches, and you're right - content wins.

[Amanda Garner]

So I had a theory on the storyline this paralleled that I haven't heard anyone else tout - Wondering if maybe it's the same as yours... [edited for secrecy]?

[michelle]

Loved this post Michelle, perfect timing!...I am just reworking our site right now and of course struggling with content!

[Matt]

Great article, we also recently updated our site and are trying to keep it updated with current accounting news. This article and your blog has really helped focus our firm on how we should better address our marketing efforts to our target audience. Keep it up!