After attending a good number of the “Conversations About The Future of Advertising” talks at the Fine Line last year, I was very excited to hear that they were bringing back these speaking events.
Kristina Halvorson of Brain Traffic presented on Monday evening. Brain Traffic is a content-strategy firm, where some of there extensive projects include Caribou Coffee and Target.
Content Isn’t Sexy
Kristina was very blunt when talking about her field. “Content Isn’t Sexy.” It’s not something that people want to necessarily want to talk about.
People want to talk about:
- Social Media
- User-Submitted Content
Content IS important.
You have to take in account about how the user is interacting with your content. When you are interacting with a brand offline, they are trying to capture you. ONLINE you are already engaged. This was something that I hadn’t really thought about before. Users are willingly coming to you for information on the web. Take advantage of this.
A good example that Kristina brought up was REI. The content on their site isn’t just products. They are putting in useful, how-to’s and other informational articles to draw people to their site.
If you want to find out more about Brain Traffic visit their site or check out their blog.
To find out more on the “Conversations About The Future of Advertising, MIMA+MCAD have set up a Ustream channel you can check out as well.