Episode 3
The Value of Meaningful Human-Centered Content with Christopher Plants
How do when working with clients and brands, I mean, so we, as an agency, there's similarities in how we I'm sure, how you approach And so a lot of times for us, there's, a challenge or a business objective that they're trying to Have you found ways or sort of ROI on content, like the content that you're creating?
Christopher Plant (01:23)
It depends, you a particular look at what the sponsorship opportunities are, look at how many downloads you're getting, and try to like back your way into a series of resources or value propositions. But it really depends on sort point by point analysis of what they're really looking for. done a lot of podcast production or content production that was specifically about getting somebody out for particular initiative, whether it was a gala performance or we've done a lot of work with authors and musicians about creating a vehicle for them to gain exposure for whatever it is they're trying to sell. And so I think that one of the things that is a benefit is really looking at what the end goals are and figuring out what the best ways to deliver on that result want to be. I certainly have instances where I'm just creating content to create content, but I like to create content for a specific reason and be able to utilize the sort of complete suite of my own skills or what I can bring to the table create something that is both effective. Because if you build it and it doesn't work, then who.
Doug Logan (02:39)
I think for me, content and the purpose of conversations like we're having here is just give a I guess, for my personality, for my voice to be out there a little bit we've had instances where clients will come to our website, they'll read case studies, they'll read about, they'll read my bio, you know, and that's like just a page, but getting a chance to actually talk with me before they can... talk with me, I think is a really way to start that relationship off. Right. So if we can kind use video and use our voices as a means getting that and bridging that gap, I feel like a way hopefully jumpstart that relationship or any and before it even starts.
Christopher Plant (03:19)
I agree in totality with that comment. don't think that a conversation like this is... I mean, this is purposeful, and I do believe that thought leadership and sharing your opinions, the reality is that in the design tools that are available to the average person these days allow everybody to look sophisticated competent a website is no longer an admirable barometer of a person's experience or what they can do because everybody can produce fantastic design. It's not that hard anymore. It used to be much more specific of a skill set and so, you know, figuring out a way to create meaningful conversations allow you to elaborate on what your skill set is, what ability to carry on a conversation or make in a world that is awash content that in some cases people are paying enormous amounts of money for. I mean we've all advertising and content out there where you're just is this even I mean think two smart people, and I think we both qualify, together to share ideas and think about how they present themselves to the universe and how they can make content and meaningful platforms for their is inherently valuable and allows people to sort of understand in your own words and power of.
Doug Logan (04:45)
So mean, everybody could use Canva, but not everybody could rock the shirt that you're rocking right now. So.
Christopher Plant (04:51)
Everybody could buy it, but I don't know if they would have the same panache at pulling it off and knowing how to add the nice little scarf on top of it. But I think that it's interesting now, right? We live in this age where, the predominance of AI being a part of every conversation. So if everybody's gonna have the same tools that can put together powerful media and content with the simple stroke of a key, then we're all kind of in trouble. But the reality is that there still needs to be a beating heart and a powerful mind behind it to really understand what the value proposition is anyway. I think that things like Canva level the playing field in terms of like the basic level of design, but that's just the first start. That's just what gets you in the door and then figuring out strategically how to create value for your client or yourself or how to create a partnership that's gonna transcend that particular idea of like two people. All of that stuff is still completely an essential resource for the successful execution of any initiative. I mean, I think content and media has become the dominant conversation our world, Instagram, Facebook, LinkedIn, all of this stuff. has a platform now. do you stand out? do you something that is, not, and eternal, but meaningful in its moment and valuable as more than an exercise?
Doug Logan (06:25)
I mean, I knew we were going to talk about AI at some point. I've always had this sort of, I guess, distinction between art and design. This is something that I've always kind of seen as a very interesting concept because, think that AI right now is just kind of creating mediocre at and, it's open the artist's impression. It's open to the viewer's you could, say that maybe it serves a function or it doesn't, if you're creating a billboard or you're creating an advertisement or a website, like it has a function and has to meet some Otherwise it's just art. And it's there entertain. Design is problem art as a medium to apply it in some cases, or using technology and using other to me, is just another paintbrush.
Christopher Plant (07:11)
I mean, think there are all kinds of new AI tools that out there that are meant to replace people or shorten the time through which could And because it's also we don't even know truly what the value proposition is of AI. I think that, the last 20 years, we've seen design, art, creativity become like the primary points of differentiation, especially in the workplace. And there's a lot of people and a lot of businesses that are based on the eternal search for the least common denominator in terms of your bottom line. So like if AI comes along and Claude can, you know, produce this amount of content with three people that used to take 10 people, a lot of people are going to embrace that and think that because they saved $92 on this particular project that they are the smartest person in the there's never gonna replacement human a particular thing. And so I think becoming much more complex create work transcends the market create work break through. And yet, we see examples of it all the time.
Doug Logan (08:26)
Of raising bar. And at some point, like we're all going to be at that same level and then we have to just outperform that bar. I think someday, whenever this started, the whole made in America concept, To differentiate from made in China or overseas. I wonder made with be a thing that gets printed put on things to distinguish there is no AI in that There's probably, yeah.
Christopher Plant (08:48)
I think that the moment appointment is over, we should both like race to a domain purchase website and be like, is made by human, still available?
Doug Logan (08:57)
There is no replacing that human connection, right? There really There's still cues that I can't pick up on. There are still things we're not in the same exact environment. I can't shake your hand right I can't smell what cologne you're wearing. Or if you remembered to wear deodorant. don't know. There's all these different dynamics that you just don't get, you when you're virtual like and we're one on one...
Christopher Plant (09:13)
I smell good, Doug. I will assure you that I smell good.
Doug Logan (09:24)
and I talking and then all of sudden somebody else just comes in the room next to us, just totally throws the whole conversation So I think it's a huge gap. It's a very, very big gap to try to bridge between that and, going to a I've seen it done with some events they'll do like multi-site events where like maybe the event itself is somewhere, And then they'll satellite, live streams or events where people from that area can watch it together on big screen and then still be able to kind of meet people in their local I run a digital agency and I prefer to do that putting on a VR and waving at you, you know, with my avatar.
Christopher Plant (10:09)
No, I agree. It's ultimately it's about like, how do you develop the type of relationship that you want with the people that you're meeting in these situations and derive some kind of meaning from them? When you go into a conference, you may see that both you and I are like kind of goofy, funny people who are willing to go the extra mile to show up with either in your particular case, hand decorated shoes. That are specific to a mission to win a competition. like pick up on like really things you see people person. But I don't believe that that's the only way. I just think that, the conference over-programmed mistakes why people wanting to go to that conference in the first place. would... venture to guess that the majority of people not much from the conference, but really wanna get the validation of the peer network that has chosen to same decision as they have and are really figuring out like how do I fit in the market that I'm in, like the compare and contrast or finding good partners and. But everything that you're saying, I agree with in terms of what is the next level version of convening of creating strong professional relationships both the emotional and intellectual stimulation that you get when you're in a room full of people who have made the same decision that you have, are in this particular hotel or that conference that convening organizations. So I don't know what it is, but I'm looking forward to it as well.
Doug Logan (11:53)
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