Let’s just go ahead and slice the gizzard out of that thought you have right now. I AM NOT talking about creative content marketing.
What I want to discuss today is creative content. It’s marketing, yes. But the emphasis is less on the marketing and more on the creative content.
I’ll say this: I’ve had the idea for a few years now. Some clown named Ronald McDonald confirmed it for me over the weekend. Actually, it was Ronald’s corporate slave master symbolized in that fast food icon known as the Golden Arches. They confirmed it for me.
You see, I picked my grandkids up on Friday night and took them to McDonald’s for dinner. Of course, at the ages of 6 and 10, the two youngest wanted happy meals (the oldest, 11, ordered two McChickens).
What does McDonald’s put in their happy meals? Yep, toys. Usually.
In this case, the franchise put books in the happy meals. Yippee! I love books. So do the kids.
It was a really cute book, too. The title? “The Goat Who Ate Everything.”
I won’t give away any spoilers (in case you haven’t made it to McDonald’s yet), but this little book is an example of what I mean by creative content. Its purpose was to serve as a valuable freebie so that McDonald’s customers keep coming back for those little nuggets. And it works.
How many times have you heard a young child say, “Mom, I don’t want to go to McDonald’s; I’m really getting tired of their happy meals.”?
My guess is never, right?
“Holy crap! I can’t eat another nasty Sweet Chili Chicken McWrap. It’s the third one this week!”
It’s annoying, I know. But it works for McDonald’s because the kids want to go back. And the parents are like, “Holy crap! I can’t eat another nasty Sweet Chili Chicken McWrap. It’s the third one this week!” But … you end up going to McDonald’s anyway and ordering your Sweet Chili Chicken McWrap with extra chicken because you’re addicted to seeing your children smile for 10 minutes while you guzzle a gallon of Habanero Ranch Sauce with your fresh-out-of-the-grease-vat French fries.
To quote that little village on that famous old-fashioned TV show (you know, the one that set the record for the most straw hats in one episode?):
Yep, creative content works because it gets people coming back for more even when they know “more” leads to a massive coronary and permanent liver loss. The fine folks over at Anheuser-Busch know that.
So what’s my bright idea for the digital age? If you guessed “creative e-books,” then you’d be on the right path.
Remember in the old days when businesses, governments, and kings and queens (and various and sundry other rich folks with too much time on their hands) would offer a patronage to an artist they liked? Yeah, it was before my time too. But rich people did that at one time. Nowadays, artists beg for money from poor people (and cheeky mid-managers).
At any rate, patrons. They’re a real godsend.
So here’s what I’m thinking. What if businesses that wanted to do a struggling artist a good turn AND put a little juice in their marketing mojo invested in a little creative content similar to “The Goat Who Ate Everything?”
This creative content could take many forms. It could be a YouTube short chick flick (perfect if you sell mini-skirts), a scary podcast (because nothing is more terrifying than health food), a collection of short stories, poetry, visual art, crafty jewelry, animated stories for children, or something I’m missing because my brain is frazzled from eating too many breakfast tacos. The sponsor gets big billing for funding the endeavor while the artist gets a little recognition and the customer walks away with a warm fuzzy in the shape of a mobile app. Thanks for the kiss, Mrs. Robinson!
There are all sorts of ways this creative content could take shape. Here are just a few off the top of my pointy little head.
There are a lot more ways to get involved in creative content, and it’s open to any type of business within any niche because you aren’t selfishly pursuing a “target” that is affiliated with your niche. You are doing it because you’re human and all arts are applicable to humans no matter what profession or occupation they find themselves in.
In other words, you don’t have to be an artist to get in touch with your human side. You can sponsor an artist too.
I‘d like to know what ways you’ve come up with to use creative content in your business. Have you thought about it? It could be something as small as publishing a poem in your company newsletter. Please tell me in the comments below.
If you own a business and you think you might like to get involved in a creative project that contains a side benefit of promoting your business, then contact me and let me know. Check “other” on the menu and write something in the message box to let me know you’d like to sponsor an artist of some kind.
If you are an artist in any medium and you’d like to be sponsored, contact me as well. Let me know your ideas. I’m interested in you.