What is content?

And why it matters so much

For a script writer, content is words on a page.

For a videographer, it’s filmed material.

But for an experience creator, what is content?

Content is Information and Entertainment

Event content either informs or entertains, but ideally it does both. When done well, good content connects your business messages with your target audience by creating ideas in their minds that lead to them to take action. Informative and entertaining content encourages commitment and eschews compliance.

It’s what Aesop did with fables, what the Brothers Grimm did with fairytales, and what great marketing does every day.

As the late Dietrich Mateschitz, co-founder of Redbull, said, brands need to take the phrase ‘acting like a publisher’ literally. Looking at your brand stories with an editor’s hat on will bring your messages to life in a way that truly resonates with your audience.

The primary purpose of experiences is to transform how people think and behave. It’s about informing and entertaining by telling the right stories.