For several years, people talk more and more about content and brand content. I think people should be more precise.

1. Content means so many things that you can say anything you want. A TV-spot on YouTube, a CD, a photo on Flickr, even a comment… anything is content!
2. In most of the cases, content is just an adaptation for Internet of what marketing departments did before.
3. That’s why most of brand contents have no particular objectives, they’re just here to remind what the brands wanted to tell you before but you don’t care.
4. Indeed nobody cares because there are too many contents that no one is able to read and watch everything, it’s the same way mass media are less and less effective, they’re too many.

However, more and more professionals agree the quality of the content is the key…

More than this essential quality, to be remarkable and sharable, I think it’s the utility of the content that matters.

Tagged: brand content, brand utility, utility