That’s all we need to become a marketing content machine?
Yes. Bricks and feathers. That’s it.
Repeat after us: Bricks. And feathers.
Now those two images are likely floating around in your head. And you’re already questioning – they fall at the same rate … right? In a vacuum, yes. The force of gravity will make a brick and feather fall at the same rate. But in normal conditions – where air resistance is a thing – the brick will land with a powerful thud while the feather will float side to side, dropping in a slow dance until it gently kisses the ground.
Both achieve impact, just in different ways.
There’s simplicity in this idea, as originally presented by the well-established Content Marketing Institute – which is why we like it.
So let’s take the analogy even further – to marketing content development in foodservice.
Heavy vs. light. Complex undertaking vs. easy opportunity. Foundation-building vs. nice-to-have.
Brick = More ownable, a rarer find, a higher value piece – and in general, a heavier lift – from strategic depth to production complexity, including time and budget needed to accomplish it.
Inherently, bricks will have longer shelf-life and comprise unique, rich insight and content that intersects aggressively where the brand and product value propositions meet the needs of the foodservice buyer or top-of-funnel audience.
A brick should increase the baseline value proposition for your foodservice brand.
It might take shape as: a utilitarian guide, a white paper, brand journalism, video storytelling
Feathers = pieces of content that may not have as high a value to the audience but are necessary in building gentle salience for the brand – reminders that you exist for the benefit of your customers.
A feather might take shape as: trends and insight snippets, news curation, brand belief statements, animated .gifs for social media
The beauty of the bricks and feathers analogy is operationally, it creates a meaningful way to think about creating content that can be reshaped and repurposed for longevity and relevance. Feathers can become pieces of the brick and bricks can become a compilation of feathers. Understanding this concept and creating content plans in accordance is like taking the express lane to content world.
Here’s how. First, create the bricks. Then the feathers.