Exploiting creative content

One of the main goals when communicating messages towards the public is for public to consume it. The lingering question is, does the public have the interest to go through the messages that we’ve broadcast to them? Was all the effort of promoting the brand using traditional method still effective? How to get the audience to receive the messages? This thought came into my mind while I’m doing my routine media monitoring. Looking at the advertisements in the newspaper, wondering does the reader even bother to read it.

Within the era of social media, the public tends to only consume media that really interest them, that manage to catch their attention. Information that has been written down though print media rarely have the factor that can catch the eye of the readers. Hence the question, is it worth it to invest in these medium to distribute information towards the mass?

Well there might be a solution for that, by exploiting creative content. Creative content act differently compared to traditional content. While traditional content is designed to deliver the information directly towards the targeted audience, creative content is crafted in a way that it attracts the audience first before making them interest to continue to go through the message. Creative content comes in different types, which consist of but not limited to short videos, blog article, radio sketch, social media post and more. It is the uniqueness of every content that draws the attention of the public to find out more about the information composed into the content. On top of that, the way that it is distribute, which most of the time though social media sites and other content sharing site, enables the message to continuously shared among a bigger group of audience without any limitation of promotion budget or even time. So is it worth  the investment if communication department decides utilises creative content as the next communication tools?