ORLANDO\u2014For brands trying to engage with consumers, \u201cmaking less matter more\u201d is a much better business strategy than simply creating tons of content and not being channel-specific in the process, says IBM Chief Content Officer George Hammer.<\/p>\n
\u201cI don\u2019t think we should try to mimic business models that aren\u2019t necessarily thriving,\u201d Hammer adds in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing conference.<\/p>\n
\u201cThe media and publishing world themselves are trying to figure out how to evolve. I don\u2019t think the right model is actually trying to be a publisher where KPI is quantity at scale and trying to be in everyone\u2019s lives all the time.\u201d<\/p>\n
A better approach is to determine whether brand-generated content has a purpose, an audience need and desire plus brand purpose and an ability to help drive KPI\u2019s, according to Hammer<\/a>.<\/p>\n For IBM, it\u2019s about \u201cmaking less matter more, as people want to have fewer but higher quality impressions, engagements, experiences with brands.\u201d<\/p>\n The company tries to figure out the right number of engagements, which could be between four and 10. \u201cIt might not be fifty, it might not be a daily publisher per se that maximizes our relationship with the audience, because we\u2019re only creating stuff that matters to them.\u201d<\/p>\n