The Illuminist Blog

Let’s Create Something Better Than “Content”

Posted by Jon Thompson on October 23, 2015

Theater marquee

When’s the last time you went to a theater to watch “content” or asked your friends if they’ve read any good “content” lately?

Certainly a lot of the material that falls under Branded Content or Content Marketing is worthy of the term: badly rehashed articles, self-serving sales and marketing materials, and tacky faux-dialogs with a social media audience. What if it had the same prestige as cinema, art, literature, or journalism? Attaining even a fraction of the prestige would be a worthwhile improvement.

The brands that have had the most success with content marketing and publishing (Vans, Red Bull, Coca-Cola, Autodesk, etc.) are all taking an approach that puts their brand’s culture, knowledge, and values at the center of everything they create—mirroring how great art and literature is created.

Let’s all challenge ourselves to create something worthy of our viewers and readers. Something that is not watered down. Not catering to the lowest common denominator. Not simply checking off a box. Let’s create cinema, art, literature, and journalism that we can all be proud of.

Bolster my brand


Topics: Content Marketing