Bad advice from the wrong people

There are so many people who "talk" about content, but what they are talking about is the photos and videos that run as ads.

That is one type of content, but something that is overlooked is organic content.

Brands get so much advice about content from media buyers who don't create organic content- heck; they don't create photos and videos.

So today, it is time to set the record straight.

Dear brands, you must own the narrative and your content.

You need to invest HEAVILY into your photo and video creation.

Let's talk about how to own your narrative.

Don't wait for UGC - that is just a bonus.

There are many creators and influencers out there that make content.

There is a massive push for User-Generated Content (UGC) in the DTC space.

UGC is when people who have your products create videos and photos using your product.

Media buyers love this for ads because viewers want something more "organic" to their feed.

UGC can build trust and connection with consumers.

It is also easy to make because the consumer made it, not you.

Although this is true, I fear that brands are heavily reliant on UGC.

Brands have started to think, "we don't have to pay for content creation when other people just make it for us."

But we have an issue.

Creators and influencers are making content for their brand and followers - not yours.

What works for their audience might not work for your audience, but you don't have control of the creators' content.

If you primarily use UGC, you essentially have a quilt of random patches of content. You can make it work, but the story might not resonate fully with your brand.

Also, the quality might not be that great.

UGC is an incredible bonus but should not be the center of your content strategy.

What you need is Brand-Generated Content (BGC).

Own the narrative

You would never want different packaging for the same product.

Consumers would be confused.

Yet many brands do this with content.

There is no cohesiveness of brand story from website to social to email.

You must create content that establishes your brand the same way for each channel.

Brand-Generated Content builds credibility and confidence in your brand and product.

Contrary to popular belief, people buy items more emotionally than they do logically.

Content that connects with the viewer emotionally is what will drive sales.

A lot of UGC is product focus meaning the person talks about the product features.

What people want to know is what you stand for as a company.

You should inspire change or adventure. Maybe you inspire confidence in a person's beauty.

Whatever your brand values are, you need to be creating photos and videos that stand for those values.

High-Quality wins

Beyond the brand narrative being the same throughout each marketing channel, the quality and type of content need to be cohesive.

Going back to the packaging example, you shouldn't have two different logos.

When you look at major brands with many SKUs, their photos and videos are the same styles, no matter the product.

When people are on your website, reading your emails, and even checking your social media, you need to have a cohesive look throughout each marketing channel.

For people to remember you and your brand, the consistency of look is imperative.

You can't do that if you are relying heavily on UGC.

If you are just starting your brand, iPhones are great.

Beyond the startup phase, if you want to get investors, expand your retail, increase conversion on your website and marketing channels, you need to have photos and videos that establish your brand.

You can't rely on customers or influencers to establish your brand with pictures of their unboxing experience.

If someone came to your website, would they take away the same info and brand story that is on social and email?

If the answer is no, then that means you need to start thinking about creating a photo and video shoot to create a cohesive look throughout all channels.