Is slow content enough?
The year 2024 is already well underway. We've launched a tongue-in-cheek communication campaign around Valentine's Day, with an off-the-wall joke. It's the pun we exchange internally and with our partners from time to time. It's also the one we're a little ashamed of, but which makes us laugh so much. Yes, it's an ass joke. But it shows we're on a roll. Okay... I'll stop this introduction, it's probably a bit too fruity for B2B communication.
Create an identity, a personality, a voice.
Our exchanges with professionals like Charlotte Prevost-Gosselin, and our desire to create content in a global and even cross-media way, led me to think about slow content.
Slow content has always been behind the scenes in the way we approach our strategies. In a way, it's the hidden prompter beneath the stage, reminding us that, despite our enthusiasm and sometimes... cheeky creativity (yes, I'll stop), we have no desire to overdo it. Our actions are measured and measurable. We try as much as possible to implement things that help our customers grow. And when communications and marketing budgets aren't the easiest to come by, juggling available resources while maximizing the chances of making an impact... has become quite an art.
But we know that to help our audiences, our current and future customers, it's important to be different. We have to reinvent ourselves every minute to ensure that each communication medium is of the greatest possible benefit to our customer. I invite you to listen again to this discussion with Charlotte, where she explains how it's interesting to change your editorial line depending on your audience. The most important thing is that even if we adapt to our audiences based on the uses of each distribution channel (blog, newsletter, Instagram, LinkedIn, TikTok...), that doesn't stop us from being ourselves.
Decline without disguise.
If it's a question of creating and nurturing a brand identity, I've realized that it's enough to draw a parallel with one's own persona. No, I'm not talking about personal branding here, even though it's quite likely that my thought for the day could be applied to this need. After all, I'm in no position to say that you shouldn't work on your own personal branding.
Each of us has our own personality. We have our own tastes, values, ambitions and aspirations. Yet I'm sure you don't behave exactly the same way with your colleagues, at the dinner table with your in-laws or at the bakery ordering a seeded bath baguette (my favorite).
In content marketing, or #contentmarketing as it's known on the Web, you are you. But you adapt just enough to fit into the environment you're in at any given moment.
It's all these little facets of you that create your personality. You are all the facets of your brand that you put together so that your audience gets to know you. After a few encounters, they'll end up remembering you and talking about you, saying: "Hm, what's his name again? ... Ah yes! ASSONANCE! The agency with the nerve!
