One of the biggest challenges companies face when they decide to produce original promotional content is… how?
Not in terms of process, because it’s easy to find the right personnel or hire the right agency to create media that drives traffic, interest and sales. But where’s the hook?
Actually, you might be sitting on it.
When I used to film the web sitcom Something to Be Desired, we would sometimes film segments in a radio station that was housed under the same roof as the TV studio where Mister Rogers Neighborhood was filmed. Every shoot, we’d walk right past the tree, the castle and the carousel from The Land of Make Believe. One day, it occurred to us that we were standing right next to something an entire generation would probably think of as magical, and we’d grown so used to it that we’d already tuned it out.
Most of us have lived with our own stories for so long, we sometimes forget what makes those stories interesting in the first place. Instead of tapping into our most valuable storytelling resource — our own experiences — people and brands often try to shift the focus away from themselves and onto something they’ve invented from scratch, which seems interesting mostly because it’s new to them.
And that can work. But so can telling your best old stories to new audiences who’ve never heard them before, and who can’t wait to hear what you have to say.
Here are some tips to help you better appreciate the content goldmine you keep trying to ignore: yourself.