12/01/2022
What's the half-life of your content?
Scientists know the exact half-life of a Hydrogen-7 molecule to be around 2 Jiffies (and yes that is a measure of time).
They also know that Carbon 14 has a half-life of ~5730 years which is handy for Carbon dating all manner of ancient things.
When we produce content it is useful to consider what the half-life of that content will be.
Will our market still be talking about it tomorrow, next month, next year even?
Or, will it more likely fly past their eyeballs as they scroll through the endless feed filled with insignificant noise, hunting for that next distraction?
Over the last few years, there has been a move towards publishing more material, more often with less thought.
It's what you need to do to satisfy the algorithm, social media experts will tell you.
Post daily, no twice daily with videos shot live.
But what would happen if you decided to produce just one piece of hero content, that captured the attention of your audiences and changed the way they saw both your brand and perhaps even themself.
Well, it seems someone has answered this question for us! Australian Lamb puts the majority of their marketing efforts into creating a single hero video each year, that captures the zeitgeist and poke holes in all the things we love about being Australian. It is funny, clever and contemporary, and let's face it what's not to love about Lambassador Sam Kekovich being suitably offensive? This content grabs all of our attention and sinks into our culture.
Yep, they've got a big budget. Yep, they've trained us all to wait for the Australia Day drop. Yep, they've got a big name in Sam.
But wouldn't you rather focus all of your attention on producing something that connects than posting another 200 Canva posts that slide through your audience feed, never gaining attention, let alone traction?
If you're ready to Rethink your approach to content creation, get in touch with us. We'd love to discuss your ideas and share a few of our own with a view to creating something that really connects with your market.
Oh and if you haven't already seen it make sure to check out this year's video. I love Mark McGowan's map at the very end.
Can a couple of curious explorers reunite Australia with the rest of the world? Anything’s possible with the help of Lamb.
