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The conversation now isn’t whether you should create content today. I mean, every business should. But it’s more about how you keep attention in such a distracted world by trying out new content styles and ideas.

Who are you collaborating with? What stories are you telling? And how are you doing your campaigns better than you did a year or two ago?

Ladies and gentlemen, it’s the Olympics 2024, and we’re doing everything to ensure more people are watching. Well, that’s what they are doing. According to reports, one of their top marketing goals is to increase viewership compared to previous years and gain the attention of a new audience age range.

Personally, I’ve been thinking of ways to do this too, to increase my content reach and the category of audience that views my content. I might just steal my ideas 🙃.

Today’s issue in art:

I’m mentally in Paris 🗼 and I’m taking you along with me, let’s go!
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Share this newsletter with a friend or two

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Sauce Of The Day:

Content is the new god—

Content has been king for many years, and you can say it ruled us well. Now, it’s owning our lives as the god of human distractions.

The need to stay informed or entertained (content) is one reason smartphones are selling quickly now and why people are getting addicted to their smartphones more. The average user spends 2 hours and 51 minutes per day on their smartphones. You can be sure they are scrolling through content aside from texting. What else?

It’s ruling now, and it’s crazy when a business says they are not investing in content. The 2024 Paris Olympics is live, and content is the primary strategy to get more viewers and distribute the event. It’s common to see e-commerce, software, and other commercial businesses use content for marketing in this new age. But the Paris Olympics? I personally wouldn’t have thought.

People are more distracted these days, and one way to increase the number of viewers or attendance is by using what they can’t simply resist against them: content. This shows the supremacy of content today.

What are the Olympics doing?

1. They are incorporating entertainment and comedy into the traditional TV commentary series. Instead of the old style of using just sports commentators, they have brought in Kevin Hart and Kenan Thompson to add humour and entertainment to the commentary. These two comedians and actors are known for their peak entertainment style, so it won’t be the same old boring style of commentators talking about who is against whom in the game. The actual event hosts are Scott Hanson and Andrew Siciliano, but Kevin and Kenan are part of the content marketing campaign.

​Source​

2. They are bringing in raw and authentic viewership by partnering with Meta and other social platforms to invite their top creators to the event. These creators and influencers will be filming and sharing the event from their own screens and talking about the games, which has never really been done before. This can and should boost engagement by network effects. Bye-bye Kim K (I’m a Kim K fanatic, btw), welcome creators—the new influencers.

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3. They want Gen-Z and millennials more than Gen-X, and they are doing it with a “more Gen-Z” style. Instead of relying on traditional advertising and streaming again, where it's all daddies and mommies and not very young-ish people chilling, they target the younger generation by partnering with younger and relatable TV personalities like Kelly Clarkson for the primetime coverage. Her involvement is likely to attract viewers who wouldn't commonly watch the Olympics, as she can connect with diverse audiences. Additionally, to support the reach of a younger audience, the Olympics will stream every event live on Peacock, where a younger audience goes to stream sports, news, shows, and movies.

Now you see that it’s more than just creating content today; it’s about how you are creating content that distracts people to your advantage. And it’s not limited to event marketing but other areas where content can be used.

What are you doing differently?

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How To Use The Sauce:

A section to help you hit the ground running:

1. Think of ways to improve your content by testing new styles and ideas.
2. Collaborate with others in ways that expand your reach, bring you your desired audience category, and even make you cooler.
3. Sometimes, just do the cringe things, like using an interesting comedian or actor or entertainer. It might work.

I’m doing all these now in one way or another.

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What's Hot?

🤖 This ​AI tool​ writes content a lot better than ChatGPT and Wordtune. It also allows you to summarize blog posts, paraphrase words, and generate YouTube descriptions.

• Instead of spending 2 hours on Chatgpt trying to detail its response to fit your exact needs, use Text Cortex to save 1 hour, and 30 minutes
• When it comes to generating long-form content from scratch, such as articles or blog posts, ChatGPT is quite limited. Text Cortex, on the other hand, excels at creating comprehensive content.

I use this tool as a writer and creator, saving me hours compared to rewriting prompts on tools like ChatGPT. Sign up for Text Cortex for free​ or its paid plan for as low as $5.59 per month. (Affiliate link, with no cost to you.)​
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💲 An ad I love

The main reason I love this ad is because of the song. GT Bank, a Nigerian commercial bank (hello readers from other parts of the world :), consistently nails its musical choices. The famous *737# song is still stuck in my head even though I last heard it over 5-7 years ago. It's safe to say that branding goes beyond design; it also includes memorable tunes.
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🗝️ An impressive page

I’m a fan of SMEs that take the time to create content that doesn't bore you. This vintage shirt brand, for example, impressed me with its creativity and flexibility. I watched about 8 of their videos without even realizing it was a brand account. It's not just that they use humans; it's the engaging way they present the basics. For example:

1. Showing BTS of the business, watch this video. ​
2. Announcing product launches wayyy before they launch. I like this one. ​
3. The main video that brought me to their page, see the efforts! ​
4. ​Showing off customers too like they are vacation photos.

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🚵‍♂️ My company crush

Huckberry is one brand that I could write an entire newsletter about, from their content and SEO to their website design. It’s just so attractive. Most e-commerce sites don’t put much effort into incorporating details like brand stories, interviews, and blogs, often looking like just another shopping site. Huckberry’s website feels like a magazine! It has a lot of details but is still easy to navigate. The homepage gives you a clear impression without long texts and stories.

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The Other Spicy Things...

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Something I listened to last week. I made a LinkedIn post about why I saved it in my swipe files. His storytelling and presentation skills are impressive as his key points.

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It took me 3+ hours writing and editing this issue. Help me grow by sharing this issue with a marketer, business or two. Thank you!

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Cheers,

Gigii.