Here's the original article from TechCrunch:
https://techcrunch.com/2018/01/17/storytelling-app-wattpad-raises-51m-at-a-398m-valuation/
This article solves for two challenges marketers face today. Marketers are first and foremost storytellers. As consumers have move beyond product attributes and features and into product benefits, marketers must carefully craft authentic and compelling product benefits to connect with the consumer. The challenge today is that not only does the content have to be authentic, it must be extensive. To solve for this, many brands have turned to sourcing user generated content. This can be an effective method for sourcing content and activating brands, but it's not always as efficient as one would believe. And furthermore, there are always concerns about creative execution and relevancies. While it's true that brands are no longer single top-down expression, brands still have to shape their voice and expressions.
The startups mentioned in this article are leveraging crowd-sourcing to build brand content. This approach has been adopted by several creative industries. For graphic design, there's 99Designs. For Video, there's Tongle. And now for copy and storytelling, there's Wattpad and Pitchbook.
I'm interested in this with two call-outs. First, how does a content creator fully understand and embrace brand voice. Brand voice is a nuanced and highly subjective attribute. It's not easily transferable through a style guide like with graphic design. And second, how do you build consistency with content? Is the idea that you find a single author for brand content in the future? If that's the case, the brand gives up the benefit of have multiple 'horses' in the brand content race.
Additionally, many of the other creative platforms rely on distributed global labor forces. With 99Designs, it's quite common to get designers in post Eastern Block countries or India. I believe that it's much easier for visual content to translate across borders than copy that relies on native speakers.
https://techcrunch.com/2018/01/17/storytelling-app-wattpad-raises-51m-at-a-398m-valuation/
This article solves for two challenges marketers face today. Marketers are first and foremost storytellers. As consumers have move beyond product attributes and features and into product benefits, marketers must carefully craft authentic and compelling product benefits to connect with the consumer. The challenge today is that not only does the content have to be authentic, it must be extensive. To solve for this, many brands have turned to sourcing user generated content. This can be an effective method for sourcing content and activating brands, but it's not always as efficient as one would believe. And furthermore, there are always concerns about creative execution and relevancies. While it's true that brands are no longer single top-down expression, brands still have to shape their voice and expressions.
The startups mentioned in this article are leveraging crowd-sourcing to build brand content. This approach has been adopted by several creative industries. For graphic design, there's 99Designs. For Video, there's Tongle. And now for copy and storytelling, there's Wattpad and Pitchbook.
I'm interested in this with two call-outs. First, how does a content creator fully understand and embrace brand voice. Brand voice is a nuanced and highly subjective attribute. It's not easily transferable through a style guide like with graphic design. And second, how do you build consistency with content? Is the idea that you find a single author for brand content in the future? If that's the case, the brand gives up the benefit of have multiple 'horses' in the brand content race.
Additionally, many of the other creative platforms rely on distributed global labor forces. With 99Designs, it's quite common to get designers in post Eastern Block countries or India. I believe that it's much easier for visual content to translate across borders than copy that relies on native speakers.
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