The Ministry of Content—Empathy, Empowerment, and Economics
For the customers, successful interaction with a product is an immediate goal. For instance, they click on the Donate button to make a donation—and a transaction with minimum friction is a success to them.
Assuming that empathy helps the product team to design the right experience for this donate action, the donor lives that moment for a while. They can use a screen to make a difference in others’ lives. She remembers the experience for the message. She may come back again and she turns your brand ambassadors. This is Empowerment.
To help her make a donation ‘in that moment’ is to make a huge difference in her own life too. In this example, the donor is not just celebrating her contribution—she is celebrating her empowerment as well.
If we look beyond metrics for a minute, the organization’s goal is to Empower people.
Content plays a role here and content plays an even bigger role to position the organization as a brand that Empowers. When we see campaigns such as LikeAGirl by Always, it is not only a marketing perspective. It stems from the organization culture and content plays the most important role in cultivating such a culture. Content is central to the brand narrative strategy.
Join me at the tcworld India annual conference, in Bangalore, on 28 February where I am presenting as The Ministry of Content—Empathy, Empowerment, and Economics.
Here are a few slides for your quick reference.
Content for Sustainability
We Make False Promises
Content for Economics Viability
The Ministry of Content