Content and How we define it

In times past, the Ad world dictated to consumers, directing them, in no uncertain terms, like so many lambs to the slaughter, towards the ultimate goal of increased sales.

Clever ‘carrots’ and sharp one liners sucked consumers into a never-ending sales funnel of well patronized branded products and services.  All of this was pre internet and the age of information.

We have become informed.
We demand more and want to do it together,
with more choices and with a bigger global voice
the traditional ad agencies can muster.

Content is now the buoyant currency of customer communication.

In our way of thinking, it always has been.

Many years ago, when we adopted the byline “giving life to ideas”, we pledged to create work for our clients which was of high quality, reliable, authentic, useful, interesting and valuable, on time and in context, relevant and that could be repurposed.

We wanted to open a conversation of trust and send messages of confidence to our clients’ customers.
With almost twenty years of doing just that, these perceptions, concepts, ideals and successes have now, as we officially swim, in the age of information, become defined as ‘Content’.

The word is, in itself rather bland and characterless until we expand on our freshened definition:

  • Content is high quality, reliable, authentic, useful, interesting, valuable, entertaining or enlightening published information that conveys a story, designed for consumption and sharing, in a contextually relevant and timely manner, with the goal of soliciting an emotional response and an active engagement, such as a call to action, which makes it trackable as useful data.
  • It is a compilation of sharable ideas and messages in a one way conversation between you and the recipient, two way between the recipient and you or between recipients, and can be used to create more content and can be repurposed.
  • Content is device agnostic and non intrusive and can be expressed using a variety of formats including text, images, video, audio and/or presentations, published on blogs, webpages, social accounts,etc.
  • It fills a space. The space defines the context and therefore the type of content.
  • When used in a marketing environment, authentic Content should be branded without promotion, be genuinely useful to the target audience and use a call-to-action to be trackable.

These definitions and, in a sense, guidelines, allow us to create visuals and copy which serve to maintain our clients’ corporate and product presence in their respective markets. They also maintain our clients’ identity
as a Content brand; a company which respects its customers’ right to make informed decisions through unbiased, useful information and assistance, potentially across all media platforms.

PresentImage has always maintained an evolutionary and fluid approach to the current skills required to feed and develop our clients’ needs for connection and consumer confidence.

Staying in the present and keeping our clients there, is the essence of ‘giving life to ideas’ and the best reason to open a new conversation with us and discover a fresh clarity in your company’s story.