From Content Creators to Value Creators

Bridging Strategy and Operations in Communications

Is it just me, or does everyone seem to be creating reams of redundant content these days? With this article, am I guilty of it too? Every organisation, every brand, every leader is pushing out posts, videos, blogs, and infographics, all in an effort to be seen, heard, and remembered. But what's the reality? Is this content valuable on its own, or is it just noise?

True value lies not in what you produce, but in the impact it has. Are we moving our audiences? Are we changing behaviours, attitudes, or ideas? This is where communications leaders must evolve—from simply being content creators to becoming value creators.

Why the Disconnect?

Many of us get caught up in the day-to-day grind. We’re producing and distributing content because, well, it’s what we’ve always done. But does it align with the broader strategic goals of our organisation? If it doesn’t help advance key objectives, why are we doing it?

This is where the gap between strategy and operations becomes apparent. The challenge is figuring out how to connect the two, so that what we do every day supports where we’re trying to go as a business. A 2022 study by Deloitte revealed that only 40% of companies have an effective link between strategy and day-to-day operations, highlighting how common this disconnect is. The question is, how do we change this?

From Noise to Impact

A standout example of content evolving into value creation comes from Nike’s 2023 Future 50 campaign, launched to celebrate its 50th anniversary. At first glance, it appeared to be just another brand campaign, reflecting on past achievements. However, Nike took this opportunity to go beyond content creation by aligning the campaign with its core strategic goals of sustainability, inclusion, and innovation—key priorities for the company’s future growth.

A critical component of the campaign was Nike’s Move to Zero sustainability initiative, which underscored its long-term commitment to reducing carbon emissions and waste. This wasn’t just content for content’s sake—it was designed to deeply engage consumers on issues that matter to them, particularly younger, eco-conscious demographics. By featuring stories of diverse athletes and sustainability champions, Nike successfully connected its content to its brand purpose and strategic goals, creating real value beyond marketing.

Nike’s approach was validated by its strong financial performance. In Q1 of 2024, Nike reported a 2% growth in revenue, reaching $12.9 billion. While this growth can't be attributed solely to the campaign, it is a strong indicator of how Nike’s value-driven messaging has continued to resonate with consumers. Further recognition came when the company was named one of Fast Company's "World's Most Innovative Companies" in 2023, particularly in the Social Good category. The Move to Zero initiative and similar efforts have solidified Nike's standing as a brand that not only sells products but also champions causes that matter to its audience.

The Data, Culture, and Instinct Equation

The key to bridging the strategic-operational gap lies in transforming the way we understand and use data. Nike’s success with this campaign wasn’t an accident. They used data to understand what their audience cared about, what messages would resonate, and what actions would lead to engagement.

We’re living in an age of data-driven insights, but there’s more to the story. Data alone can’t guide every decision—cultural intelligence, semiotics (the study of signs and symbols), and gut instinct also play critical roles. Nike didn’t simply push content out—they monitored reactions in real-time, refining their approach based on insights, intuition and feedback. The result was not just noise, but meaningful value creation.

It’s not enough to churn out content. Like Nike, organisations must be deliberate in how they connect content to their strategic goals.

Lessons for communicators

The future of communications isn’t about making more content—it’s about making the right content, at the right time, for the right people. It’s about creating value that goes beyond clicks and views, pushing audiences to engage, think, and act in ways that support our organisations' strategy.

As communications leaders, our role is to blend data-driven insights with cultural intelligence and instinct. The content we create must not only tell a story but drive real change in behaviour and perception. That’s the difference between content creation and value creation.