What Does ‘Content’ Mean For You?
How To Make Sense Of ‘Content Production’ For Specific Businesses
‘Content is King’, how many times have you seen this maxim being bandied about on blogs, forums for business, social media posts, discussions in local biz groups all across the western world? If I had $1 for each time, it would make a tidy sum.
OK, this assertion is extremely easy to state, and like so much of the shared wisdom concerning online publication, it does not really help you to actually do anything. I very often have a moan about the generic nature of information being offered business builders, the internet is stocked full of seemingly authoritative blogs, self-styled experts and opinion sharers – it is all too easy to adopt an air of authority and proclaim the generalities concerning digital publication. But this does not help anyone!
So this ‘Content is King’ idea, what does it actually translate into being for a person publishing a business website, working with social media and seeking to promote their organization, cause, business, charity online? And does this concept have true merit?
Where does this saying originate? This often repeated saying comes from an essay written by Bill Gates (no less) way back in 1996; this is pretty amazing to me, credit to the man for being insightful and for predicting the shape of things to come.
Back in 1996 the internet was truly in its infancy, at least as far as the public access to it goes. Bill Gates accurately prognosticated that ‘Content’ would follow a similar path to that of our other media channels – Radio & T.V as obvious examples. However, it is the two-way dynamic of internet media which clearly differentiates it from all preceding forms. This crucial difference is highly significant. It is also where Bill probably did not imagine enough!
Right, good, we know that ‘content’ refers to the publication of information, interesting graphics, videos, text, audio, animations, downloadable documents and other media types. That we can reproduce similar formats from preceding media, like the format of a radio show (podcasts), a television interview (Video), Articles (blog posts), Cartoon presentations, Audio. The global network allows us to distribute our content very cheaply, we do not require affiliates and distribution partners to the same extent, as was the case with broadcast media. The costs are significantly less.
This is the way to approach being online for many business types, organizations, charities, personalities, creative artists, political parties and indeed the entire pantheon of social production!
After 20 years the approach to using internet resources has matured beyond all recognition to those early days, when Bill Gates foresaw that ‘content’ would be the currency of the emerging digital culture.
What form would this take for say a Medical Center in the suburbs of Melbourne for example? Or a Building company in Sydney’s outer suburbs? A Fruit grower in the south west of Western Australia, a Psychologist in down town Adelaide?
Very clearly the type of venture is going to determine your approach. One size certainly does not fit all occasions! But this is what has been offered to you very often by digital services – a kind of template driven general approach. For even those services which purport to serve very specific business areas we have had this generic approach!
Flexibility very obviously is needed, responding to the unique qualities of your particular area. This is where we shine. Web Star Services is able to help a wide range of business areas because we have expertise in multiple aspects of digital production.
Content is one of those deceptively simple terms which actually correspond to a bewildering range of different skills and production standards. Very clearly for each case the type of content produced is going to also vary: a Medical center might decide to publish a series of videos describing how to manage a case of the ‘Flu’, or the benefits of Vitamin D3 on their Facebook page, a Building business might publish a DIY series on their blog on how to paint a room and optimize the articles to show up online to their area which include videos; the type of content can be purposed to reach and serve their communities, but also to promote their services and improve digital ranking.
Taking the production values and standards from other media areas we can produce a wide range of digital content and put it to good use. This is clearly an emerging trend and how we can build engagement, while also generating our digital presence, optimizing our sites and creating syndication, or wide distribution.
It is through broad digital syndication that today’s businesses are maximizing their investment with online publication; the approaches of using digital content have matured significantly, your website becomes your digital headquarters, and each business essentially is also a media company, providing valuable materials that potential and existing clientele consume; but also this same content becomes the PR mechanism, the means by which your business is discovered via the machine-level indexing of content.