Raccontent © 2021
WHAT WE DO
Advertising is losing effectiveness. Traditional media are being disintermediated. Politics struggles to move from words to actions. Innovative content is needed that takes the best from different worlds: videos, graphics, texts, and events capable of attracting attention because they are real. This does not mean boring or rhetorical, as they are told with the most innovative storytelling and native advertising techniques.
Branded stories, an evolution of branded content, overcome the limits of traditional communication and therefore also the thresholds of increasingly scarce attention. It is no longer the media that leads, but the interest of the content, which, by adapting and changing in language and form, makes the best use of all possible distribution and contact channels, whether they are owned, earned, or paid media.
Almost all are already existing "raw materials," but we have created a new "recipe" that uses and combines them differently, also making the most of the opportunities offered by new digital components. A recipe that gives new taste and flavor to corporate communication, communication that can no longer be defined as "institutional". We will no longer offer you "the same old soup".
This is a great opportunity for companies and institutions ready to experiment with new forms of communication and to convey them through their websites, their social pages, their databases, and every type of media.
Scenario
We are living in complex times. Every choice is made according to new paradigms. Technology has made everything faster, even instantaneous; information multiplies to the point of being confused with fake news; mass media have given way to personal media; authoritative comments apparently carry as much weight as the vox populi; and new digital idols, along with their sponsors, risk being swept away at the first gaffe by a hypercritical audience.
In such a scenario, a new approach is needed. The digital world is not necessarily a threat, but offers unprecedented communication opportunities. And the new generations have different lifestyles, but are often more sensitive to the environment and more aware of the quality-price ratio of products.
Impact on companies
The decline in attention, the multiplication of sources of information and entertainment, and the new ways of consuming content represent a challenge for companies ready to innovate their communication.
The crisis has downsized and diversified budgets, distribution channels have multiplied, and websites launched in the wave of enthusiasm now need to be kept alive, enriched with original content, and used as part of an editorial plan.
The greater awareness and critical sense of consumers, the obsessive attention to the quality-price ratio, and the demand for new experiences are now established trends that can be addressed with an effective strategy.
Proposal
The current chaos presents anyone who wants to communicate with an unprecedented challenge. To face it, new professionals are needed, with multidisciplinary skills, who can produce interesting and verified stories.
This is not about advertising, but about content that starts from reality to tell a story about a topic, a situation, lives, and to contextualize the work of a company, its identity, and its values. On one hand, it brings people closer to a brand and on the other, it helps a productive reality to immerse itself in society by seizing new opportunities for social responsibility.
Branded stories of this kind are more credible than traditional communication and can take advantage of all available channels of contact with the public, allowing for the maximization of budget performance and multiplying its return. In particular, realistic and generally interesting storytelling is more easily shareable on social networks for the values it conveys and of interest to the media thanks to its ability to intercept current events.
Method
We always start by listening to the client and analyzing the situation, which includes gathering data and information, conducting online and offline research, and interviews for a deep understanding.
Once the objective is defined together with the client, we assess which elements should be highlighted, which values to convey, and the most innovative way to represent them. After verifying the prerequisites, studying the strategy, and drafting an editorial plan, we create interesting content based on real elements and not just marketing.
When the work is shared and approved by the client, it is carried out with the best technologies and distributed in the most effective ways, from company channels to external ones.
Raccontent © 2021