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The 2k16 (Content)ental Shift
By: Cameron Kirkwood
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It’s no secret that with each passing year, brands become more and more open to the idea of using new content platforms to further increase standing of their voices; mediums such as Snapchat, Vine, Instagram, and more. Some exciting stuff, really.
The most interesting point in this shift, in my opinion, is the increased use of real-time content creation. First made famous by 360i's "Dunk the the Dark" back in Super Bowl 2k13, real-time content has begun to unfurl into one of the ad industry's biggest progressive means of communication between a brand and its consumers. 
 
And I don't say that lightly. This truly will become — and already IS becoming — a revolution. It's the step forward from “pick-the-best-of-the-litter Excel sheets and 40 approvals later” to “get it out NOW.”
 
As a relatively new Content & Community manager in the agency world, I can attest x100 times over that there is, in fact, only so much timeless content to be had. It's timeless because it can, well, be relevant at any time. The last thing you want to do is sound repetitive, and you can only quote Ogilvy so many times.
 
The thing is, timeless content holds to that old phrase of "everything's been done before." You can click here to see me rant about why I think that's the most completely overrated saying in the industry, but in this particular instance — it's essentially true. 
 
But wait! What's that? On the Horizon!
 
Ahh, take a big ol' breath of that fresh real-time air. Smells good, don't it? Thankfully we live in a world where we can get up in the morning, grab a cup of coffee, and proceed to any social media site to see what trend is a-happenin' right now.
 
BOOM. Content. Content as fresh as that new giant lizard thing discovered in China. NO, newer! Why? Because it didn't happen today. In fact, it didn't happen 22 minutes ago.
 
Me? I wake up every morning, use my long commute to screen current trends and pop culture, and then craft timely, personable content associated to my client's brand voice. Then I sit back and watch the engagements roll in. 
 
They’re engagements from consumers that often have nothing to do with the brand itself, nor do they necessarily resonate well with it. But now I’m in the back of their heads. In the back with the other 100,000,000 ads circulating around the subconscious.
 
Except with a personal touch.


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About the Author
Cameron Kirkwood is a recent graduate, but a forever student of advertising. An aspiring brand strategist and digital aficionado, Cameron seeks to change the game through new and different channels of advertising in an ever extensively growing industry.
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