This document discusses how brands can engage consumers in a digital age. It notes that various media used to engage people are no longer as effective at holding attention. It questions what this means for brands and their content strategies. The document suggests that brands must understand why people choose certain media and deliver content people actually want, rather than constantly reinventing outdated approaches. It concludes by asking why consumers will choose a particular brand's content going forward.

1. THE CONTENT QUESTION
A LOOK AT WHAT CAN BRANDS ACTUALLY DO FOR
CONSUMERS IN A DIGITIZED AGE.
FEBRUARY 2011

2. BAD INVENTION #1
(FOR MARKETERS)

3. BAD INVENTION #2
(FOR MARKETERS)

4. AND SO ON...

5. AND SO FORTH.

6. PEOPLE USED TO GATHER
AROUND THIS

7. THEN THIS

8. NOW THIS

9. AND THIS

10. WHICH MEANS THIS

11. AND EVEN THIS

12. CAN’T HOLD PEOPLE’S
ATTENTION.

13. BUT THIS CAN

14. AND SO CAN THIS.

15. IN FACT, SO CAN THIS

16. AS LONG AS I CAN IGNORE
THIS.

17. SO WHAT DOES THAT MEAN
FOR THESE?

18. GM THINKS IT’S THIS

19. BING, THIS...

20. AND APPLE, THIS.

21. WE MUST ASK WHY PEOPLE
CHOOSE CERTAIN MEDIA

22. AND HOW BRANDS CAN
DELIVER STUFF PEOPLE WANT

23. AND NOT JUST KEEP
REINVENTING THE WHEEL

24. NONE.

25. I CAN CHOOSE NOW

26. SO WHY WILL I CHOOSE
YOUR BRAND’S CONTENT?

27. THANK YOU
Jay COHEN
@sojaysays
www.jaywho.com