What in the world is happening to custom content?

There is real work to be done to get out your messages out to your global audiences. You have to effectively cut through the shock wave of content that is hitting consumers every moment of every day.

With consumers’ bandwidth in overdrive, there’s a need to clarify, refine and target messages ever more efficiently.

It takes a lot more work than ever to be effective in today’s global communications! Results will follow careful, anthropologically accurate research, sensitivity and strong producers that “get” what their markets want. Producers who can assure that when your message lands, it works.

Consumers need easy access, in their preferred language, with culturally appropriate images and credible messaging they resonate with on platforms they can easily access.

Beyond words and sounds, they increasingly demand video, with images and language that fit their culture and address their needs and entertainment preferences. And video needs to integrate seamlessly with other forms of messaging.

Messaging must be mobile. Whatever platform your target audience uses, is where you’ll need to deliver tailored content. Fast, easy to access, and culturally sensitive mobile content is essential. The tools are changing daily and many are passing fads; don’t try to tie yourself to everything at once, you’ll dilute your resources and blur your objectives.

Different markets are able to access different platforms. You’ll need to feel the pulse, see the eyes and know the hands of each demographic. And you’ll need to know political and economic barriers to entry before you determine what platforms you’ll be using.

Editors and producers have never been more necessary. In the barrage of content, refining messaging so it is engaging is key. Differentiating from the top of screen, everyone-is-an-author/producer stuff with which the airwaves are awash, you need to touch, engage, entertain your desired eyeballs. You need to connect with your customer in an intimate, emotionally engaging way.

The skills that made superb media memorable in the past are in greater demand than ever. Volume of delivery platforms will not compensate for weakness of content. Exquisite quality is ever more necessary to rise above the distractions of the day.

Lynn H. Roberts

Multicultural Mosaic