Like any content agency worth its salt, every morning Team Bright settles down with the daily papers and has a good ol’ read. And, whilst we may linger on the Dear Deidre pages and rip out the odd recipe, our reasons for reading are purely business.
With the best will in the world, clients with a never-ending stream of news are like quiet days at Bright Towers, in that they don’t really exist. You’ll usually have a certain amount of material – launches, new appointments, CSR activity – trickling in, but the reality is that content creators will eventually need to think outside the box when it comes to news generation.
One of the best ways to do this is to monitor – and piggy back – the news agenda. Although a client’s product or service may remain the same, the constantly evolving landscape of news can give it a brand-new context and renewed relevance.
A great example is the recently reported rise of multi-generational living. As the younger generation struggles for a toe-hold on the property ladder, many parents are welcoming grown-up children back to the nest. Simultaneously, prohibitive care home costs mean that elderly relatives are moving out of their homes and into those of their adult children, creating a huge increase in the number of multi-generational households in the UK.
For us, and for our clients, this story created a myriad of new comment opportunities. Bigger households mean greater use of hot water – Heatrae Sadia can recommend the perfect water heating cylinder. How can a home be accessible to older residents, without compromising on style? Bristan taps and showers have the answers. Stories like these breathe new life into well-established products, and crucially, demonstrate that a business is up-to-date, and leading topical conversations within their sector.
The beauty of this tactic is that it can work for any client, to whatever degree you choose. If it’s an awareness day, it might just be a simple release and an addition to your social strategy for that particular week. Or, if you spot the perfect statistic, you could end up building an entire campaign – videos, stunts, national competitions, the whole enchilada – around a story you happened to glance at halfway through your morning coffee.
For content creation agencies like us, staying abreast of current affairs is more than just a nice-to-have, it’s absolutely essential. Whether that’s flicking through a broadsheet, trawling Twitter, or scrolling through the Daily Mail sidebar of shame – all news is good news, and that’s what keeps our content rolling 24/7.