Brand Publishing: Are you content with what’s underneath?
A brightly burnished, branded website is exciting for us all. Especially ones with fashionable, hand drawn graphics incorporating sharp branding. Clever colour schemes to match memorable images and sear logos to our ever-exposed brains.
What’s going on though, when you start scratching that shiny veneer?
Many brands are pouring their business investment expenditure into revamping the aesthetics of their websites to lure in prospects like bees to conical celled flowers. Rightly so. A stunning website is vital to attracting clients.
But what keeps them there, and beckons their return is what’s underneath: the website content. Great content at that.
A land of contrasts
When visiting Iceland during February earlier in the year, I discovered the amazing story of the poetry that migrated to Iceland during the Second World War. Having long been a fan of Icelandic music – its darkness, duality, longing, and the way it so aptly mimics the scenery – the story of the seafarers sent to fight on a sprawling mass of magma, in the North Sea, fascinated me.
After losing over 200 Icelanders during the war, the women were enveloped by the desolate poetry brought over by British troops. The drab and terrifying words of such authors as Siegfried Sassoon and his protégé Wilfred Owen lulled Icelandic women to whisper ég elska þú into the luminescent skies. Elska means to love. Despite finding the bleak scenery and volcanic landscape inhospitable, the men found female hands at cannery row were liberal with their love.
Trading primarily in fish sourced in from the icy seas, cannery women would give up their love under endless skies. Winter everywhere: within the frozen igneous rock containing tiny worlds, on the twisted branches grabbing at the sky, inter-crossing each other with the same complexity as a modern bus map; the men found the landscape portentous.
When birds look into houses, what impossible worlds they see
Yet, as Nabokov said “You can get nearer and nearer to reality; but you can never get near enough, because reality is an infinite succession of steps, levels of perception, false bottoms, and hence unquenchable, unattainable”, the molten lava burning beneath the curvatures of land and surging to the surface would fashion new topography.
How does this relate to content?
It’s about what’s underneath; how that feeds into what’s on the surface. As the winter sun sinks over the bay, Hallgrímskirkja, a modern church that resembles an organ with its stepped sides reaching up to a pinnacle, stands overseeing Borgartúni. Carved from glassy basalt; forged from rapid cooling magma, this modern landmark is a metaphor for choosing high quality content.
Its unique figure quietly disrupts the mountainous backdrop and contradicts the sharp frozen air, belying something of what’s going on under the surface. Rolling beneath the frozen fields seethes the spark of fire.
This fire embodies what clients want from content. Something unusual, something different and something that changes their view. Answer their problems, enrich their lives and ultimately create content of value and you will see return.
To speak to me today about breathing fire into your content, however big or small, please call me on 07729263818 or use my contact form.
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