The European Commission introduced Europe 2020 as a strategy for smart, sustainable and inclusive growth. Back then, in 2010, we were emerging from an unprecedented crisis and needed to address impactful, long-term challenges. The strategy was designed to help Europe transform itself over a 10-year period, from 2010 to 2020.
The corporate world also considered 2010 a good year to reset their strategies over a 10-year period. Or, maybe 2020 just sounded more futuristic and forward-looking than 2014. It is the end of the second decade in this century, so if companies were going to reset their strategy, shooting for 2020 made sense.
The term 20/20 also refers to a person’s vision. Optometrists decided what a person should be able to see when standing 20 feet from an eye chart. If you see what a “normal” person should see, you’re said to have 20/20 vision.
We need a day-to-day eye for excellence
It causes me to wonder whether we shouldn’t all think as if it is 2020 every day. We’d sharpen our wits to see the challenges we face, and develop solutions for them, with extraordinary vision. On a daily basis we encounter products and services being brought to market with remarkable speed, and we experience disruption in many areas of our personal and professional lives. It is time we start to .
2020 Content Strategy?
I think 2020 can be used in both connotations when applied to content strategy. We need to evaluate and validate trends and develop strategies based on values connected to a fast-forward society. Let’s call it fluidity in strategy when it comes to content, context, creativity and commerce.
Coca-Cola -for instance- has a different vision for the future of their content marketing.
- They’re committing to use their content to make a difference in the world with content that has value and significance in the lives of their customers.
- They want to hone their storytelling ability and use stories to generate conversations that will lead to transformational actions. As a result, they’ll earn a disproportionate share of popular culture.
- They’re moving from creative excellence to content excellence.
In Coca-Cola terminology, one needs to create ideas that are so compelling it can’t be controlled. That content must be linked to the organization’s objectives, brand and customers’ interests and values. Customers have moved into the on-demand culture. They communication on their own terms; those terms are changing as new technology provides new ways to communicate. Coca-Cola’s call for dynamic storytelling is intended to include input from customers to tell the right stories. And, they understand that the stories will be dynamic, changing as the customer conversation continues.
Do you have excellent content sight?
If you don’t see your organization being on the leading edge, maybe it’s time to bring in your extra set of spectacles to get you there. Remember, the clock is ticking!