What is Liquid Content and Why it Matters for Brands

by Saul Edmonds

Discover the Value of Liquid Content

 liquid content

The broad purpose of any marketing and communication strategy is to achieve a connection with a target audience. It is about standing out in a crowded marketplace and creating meaningful differentiation.

In recent times, marketers have realised the power of creative content within a social web. 

Highly shared creative content greatly promotes brand engagement and strengthens brand value

Of course, brand engagement must be at the heart of any 21st century marketing plan.

What exactly is Liquid Content?

'Liquid content' as a term refers to web content that is highly shared - where the desire for sharing is driven by contagious or 'viral ideas' within the content.

Liquid content may be described as memorable or significant content, which people become highly motivated to share via social networks such as twitter or pintrest. This may be an article, image or video.

Highly shared content is a powerful asset. 

Brand awareness can develop more rapidly by use of this model.

Brand Marketing with Liquid Content

When used within a brand campaign strategy, liquid content should be highly aligned to the business with which it is associated. It may include direct references to the brand or seek to build strong engagement with the target audience. It must consistently reflect the essential brand message and company values.

Use Liquid Content to Drive Conversations

An element of viral sharing is to include the 'conversations' that surround the liquid content. This can involve the distribution of relevant comments and reactions from Facebook, Twitter, Youtube and more. This enhances customer engagement and promotes interest as a diversity of ideas emerge as participation builds.

Incorporate greater connectivity into your liquid content for more success.

Liquid Content and Interactive Diversity

In a social web, every story is a two way street. An evolving dialogue of content + interaction + conversation creates a dynamic and unfolding story in contrast to the single dimension of static content.

Liquid content may become diversified organically across many mediums, as the process of sharing and engagement continues.

Creativity and Liquid Content

Liquid content carries a risk value. 

Liquid content is experimental.

No one knows for sure which pieces of liquid content will achieve a high viral status. It should form part of a culture of creativity in any organisation - where content is in part driven by the search for new models and innovative ways to reach a target market. 

The process of innovation opens companies up to new possibilities - as we seek to discover what works in the emerging social paradigm. As a working guide - approx. 10% of total brand marketing content should be of a more experimental, courageous nature. The majority of content should continue to be of a more 'tried and tested' nature to ensure brand stability. However, this 10% 'window of innovation' is important as it will eventually define what content works best in the future.

Final Thoughts

As Brand Marketers, we need to adopt new models which specifically embrace the social web. The aim is to build buzz, incorporate interactivity and resonate with customers.

As a creative agency, Roundhouse is well placed to assist with innovative ideas for content creation. 

We love to work creatively with Brands to discover new and exciting ways to engage people.

Talk to us. We can help.


Contact Roundhouse Now! 
Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

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Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email : us@roundhouse.cc

    • Learn about our web design here.
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    • See our brand and logo portfolio here.

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    by Saul Edmonds