Disruptive content: what makes it special
Every marketer strives to create disruptive content that grabs consumers’ attention and gets the company noticed. But in an age of information saturation, it’s not easy to come up with a unique piece of advertising that everyone will be talking about after the first viewing. It takes a comprehensive approach to disruptive content, including a creative vision and a thorough analysis of the target audience and brand equity.
One example of disruptive content is the advertising spots in the Super Bowl, the most-watched sporting event in the United States. Legendary commercials for Apple, Old Spice and Tubi have aired during the Super Bowl halftime show in different years. Each was innovative for its time and created with consumer insight in mind.
Where to start working on disruptive content
Experienced marketers start by exploring the cultural identity of the company and its activities in order to create a unique format for advertising. This involves answering the question of how the brand perceives the world today and what values it follows. Once a company understands its place in the cultural context, it can more clearly articulate the idea of disruptive content marketing. In addition, cultural appropriateness allows for a deeper understanding of the target audience to present the ideal product for them. Communicating with consumers and identifying their pain points, problems, wants, and needs will help.
It is important to maintain a creative vision so that advertising does not become just another set of algorithms. In this case, experts recommend the practice of brainstorming, which regularly generates new ideas and creates a certain creative spirit within the team. There are other effective ways to stimulate creativity. You can experiment with different approaches. The main thing is to get the result you want. However, no matter how unique an idea is, it must be consistent with understanding the brand as a whole. It is crucial not to deviate from this principle. Otherwise, the promotion will not be in line with the overall marketing strategy.
Breakthrough content ideas must:
- include knowledge of the target audience;
- take into account the brand’s mission and values;
- be tailored to the current trends of a particular niche;
- be consistent with business objectives.
You don’t have to wait for enlightenment and chase after a unique idea. As the practice of many companies shows, it is not necessary to create something from scratch. It is possible to present an existing solution from a different angle. You should not forget about the presentation of the material. It should be clear and relevant to a particular age group of consumers. For example, members of Generation Z don’t like to focus on one thing for a long time, they want dynamics. And millennials prefer to act less impulsively. These and other characteristics are important to consider when creating new ideas for content that will leave no one indifferent.
