It can’t be good…
I was going to go off on a rant, but the fact of the matter is…it can’t be good. You feel duped and cheated and misled.
Quick hits on Social Media, Marketing, and Technology
I’ve been somewhat neglecting the blog over the last few months but I have a good excuse er… reason. Others are getting my good content. Or maybe I should just say they are getting my content, whether it’s good or not, well that’s in the eyes of the reader now isn’t it?
Being a content producer is brutal, it’s hard and it never ends. And yea, it sometimes it sucks. Why? Because content, in and of itself, is constantly being redefined and producing it is constantly a challenge. Content for the consumer, is like Crack, the more one gets, the more one wants. Good content keeps raising the bar for all content producers. Why? Because we all have to strive and push out something that will a) trump what was pushed out before, b) be consumed on a large scale and c) in a sense, hopefully will go viral. Let’s use an Olympic analogy. Once you score a 10, you’re expected to score another one. When you don’t, we maybe wait and see if you can repeat and when you don’t, we maybe ask why and then, we look elsewhere.
The flip side? Like Crack, a users expectations are raised. The tolerance levels rise. The need for more and better increase. No longer is average content acceptable. What make’s this further frustrating is that, as the producer of content, you no longer can control the quality. It’s no longer up to you. You might think it’s good, but it’s really not up to you. It’s up to them.
Thus, just like the old adage or statement that “we’re going to create a viral video” is equal parts foolish and unattainable, thinking your next piece of content is going to rock them, well, it’s out of your control.
At the end of every business day on the web, the bottom line is that content churns the machine. It’s what keeps companies and organizations in the public eye. Sometimes though, the content that keeps you in the public eye, isn’t produced by you, and isn’t necessarily how you wanted to be in the public eye. That’s the dark side. Content is everyone’s friend and everyone’s enemy. Why? Because good content isn’t always about the positive. Content, the good stuff, the reason why we fire up the computer every day, can be all about the bad stuff.
And…content is not abating, it’s not subsiding, and it’s not morphing into something we can control, not even close and not any time soon. It’s not like there’s this rhythmic beat to the content that’s created and the content that is consumed. Why? Pretty soon, (in less than five years) everyone will have a smart phone AND a tablet device. The desktop as we know it, will be dead soon. Which means what?
Multiply the ability to consume what is created times two or maybe three. As device proliferation increases, so does demand for sites, apps, content curators and content creators. Like rabbits and mice, demand and creation will explode exponentially.
So I’m telling you right now, creating, collecting and curating content is damn hard. Additionally, just because you have resources and access to Google or Bing or Yahoo or whatever, it doesn’t mean that you know what will work for your company or a company when it comes to compelling content that will drive eyeballs and sales. You can test, but at the end of the day, you have to ask yourself, if you sell soap for example-What content are you going to create that is going to increase the sales of soap?
Here are a few questions you need to ask:
So what’t the over-arching theme or point here? As we hurdle towards 2013 and beyond, the proliferation of devices and platforms means that consumers are going to continue to demand content that “fits” them. As well, that content not only needs to fit their niches and demands but it also needs to be accessed at anytime and anywhere. If it doesn’t, they are gone. Which means, if you’re not delivering the optimum digital experience, then you lose. It will start and end with the content you create and curate every day and every night. If you don’t get it right, chances are that your competition will.
I just came across a great study co-produced by FedEx and Ketchum, titled The 2012 FedEx/Ketchum Social Business Study
This study, updates and expands upon research first undertaken in 2010 and analyzes the changing impact of social media on business today. To quote, “Organizations are leveraging social media tools to evolve into social businesses – creating communities and relationships with external and internal stakeholders that are transforming the way they do business.”
It all starts with a title. The better the title, the stickier the title, the more likely you’ll suck us in.
Just watch the video…and then jump on over to Invisible Children