Content that gets to the heart of things — Ryan Kutscher // Circus Maximus
- Part 1The Brand Narrative process — Ryan Kutscher // Circus Maximus
- Part 2 Content that gets to the heart of things — Ryan Kutscher // Circus Maximus
Show Notes
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01:19How do you create content that gets to the heart of things?You have to know who you're talking to, what they care about, and why your proposition holds value for them.
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01:29Mistakes people are making with contentWe overthink so much of this stuff. But we try to make it seem like it's this crazy, esoteric science when it's pretty simple. What's the pain point? What's your consumer struggling with? How do we transition them into a world where they're happy?
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02:58It doesnt have to be complicated to be greatWith AI brands are creating and going to market faster no need to try to convince the c-suite.
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06:33Brands that are doing content wellVital Farms for example. Categories often have conventions that everyone starts to fall into. You just have to break one of them to be provocative or to stand out.
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07:38The mindset to have to create great content alwaysThere's no formula that gets you there. And there's not one right campaign; there are a million different ways to answer the problem Don't fall in love too much with any one particular idea. Just try to do as many as you can, and let the algorithm sort it out.
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11:25Choosing an agency to partner withThe magic formula is to ask if they have specific expertise in exactly what youre looking for. Do they have category experience? Have they done this three times in this category to great effect? And then the third is, do they have someone that's recommended them or a trusted voice on the client side?
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16:18Before you start an agencyPick a discipline or a demographic and go deep on that
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17:24The new era of marketingIts the AI era. AI is the first technology that comes into the creative process that comes in our space, and tells us how to do it.
Quotes
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“How do you create content that gets to the heart of things? You have to know who you're talking to, what they care about, and why your proposition holds value for them. We overthink so much of this stuff. But we try to make it seem like it's this crazy, esoteric science when it's pretty simple. What's the pain point? What's your consumer struggling with? How do we transition them into a world where they're happy?” - Ryan Kutscher
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“Categories often have conventions that everyone starts to fall into. You just have to break one of them to be provocative or to stand out”- Ryan Kutscher
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“There's not a formula that gets you there. And there's not one right campaign; there are a million different ways to answer the problem. Don't fall in love too much with any one particular idea. Just try to do as many as you can, and let the algorithm sort it out.”- Ryan Kutscher
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“For those people thinking about starting an agency. I think the idea would be for one of the two Ds to pick a discipline or a demographic and go deep on that”- Ryan Kutscher
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“There are two things that people love to do in advertising: one is to declare that it's dead and then to predict some future for it, which is always at odds because if it's dead, it doesn't have a future.”- Ryan Kutscher
- Part 1The Brand Narrative process — Ryan Kutscher // Circus Maximus
- Part 2 Content that gets to the heart of things — Ryan Kutscher // Circus Maximus
Up Next:
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Part 1The Brand Narrative process — Ryan Kutscher // Circus Maximus
If you can’t say your brand description simply, clearly, and compellingly, then you’ve not nailed down your brand narrative. Your brand narrative is a combination of the brand purpose, brand positioning, persona, tone of voice, the things you can credibly speak about with authority, and your brand's values. How do you discover these and create that brand narrative? Listen to Ryan Kutscher, CEO of Circus Maximus, as he discusses the brand narrative process.
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Part 2Content that gets to the heart of things — Ryan Kutscher // Circus Maximus
How do you create content that gets to the heart of things? Many people make it seem like it's this crazy, esoteric science when it's pretty simple. What's the pain point? What's your consumer struggling with? How do we transition them into a world where they're happy? You have to know who you're talking to, what they care about, and why your proposition holds value for them. What more? Listen to Ryan Kutscher, CEO of Circus Maximus, as he discusses how to create content that gets to the heart of things.