Pledging to do no harm with responsible content.
As a content firm backed by a public relations consultancy, our goals are a bit different than those of traditional marketing agencies. Our primary mission is to help our entrepreneurs and other brand ambassadors develop meaningful, long-lasting relationships with their audiences.
While the content we produce can be sales-oriented, it is not predominantly sales-driven. PR is the long-term development of a brand’s audience through partners in traditional and digital media; our #thinkbait fuels these missions.
Our mandate aside, we are increasingly preoccupied with the rise of aggressive clickbait, and the challenges it poses for those seeking quality content; content that adds, instead of taking away from, the user experience, which we define as a user’s quality of life.
As we’ve learned with examples globally in recent months, when clickbait techniques are used to further political propaganda, the problem even becomes a democratic one.
Our clients expect we consider legacies before clicks, reputations before likes. Enter thinkbait.
Our social media, blogging and podcasting content aims to be compelling in the moment, of course, but our goals are more ambitious: To help entrepreneurs create digital repositories aggregating their insight, expertise and contributions to bettering the quality of life of their audiences.
In short, we seek to create intelligent, practical content that doesn’t expire the moment it’s shared and, most importantly, does no harm.
The spamming of social networks with excessive commercial messages erodes user experience, could be counterproductive for many brands and, more experts are arguing, could even be making us sick.
The metric by which social networks, apps and various digital platforms measure their audiences is time; the more user-time spent on the platform, the more valuable that platform is to advertisers. This is a recipe for an unsustainable web.
Studies show spending too much time in front of screens, especially before bed, can seriously disrupt sleeping patterns and may even lead to increased risk of cancer, diabetes, heart disease, and obesity.
Studies like these reinforce our belief that podcasts in particular, which require little to no screen time to consume, are going to be perceived as one of the healthier, more intelligent forms of content.
And with this emerging science in mind, content providers now have a choice to make: Keep pumping out a maximum amount of disposable clickbait for short-term, quarter-to-quarter gain, or create long-lasting value with minimally-invasive, meaningful #thinkbait.
We know where we stand.
In addition to our commitment to quality content, our producers also abide by a number of industry guidelines, such as Self-Regulatory Principles for Online Behavioral Advertising, AP or CP Stylebooks, and the Canadian Association of Broadcasters’ Code of Ethics.