Content is king.
And everyone is getting better at creating it.
But as with all mass-produced stuff, we have to get better at development and at making it available to everyone in the “topic ecosystem” more quickly.
(And as with all mass-produced stuff, the more adept and successful we become at creating and delivering content, the more involved the associated process management, an example being gaining approval for content well in advance of its scheduled publication.)
We have to compete more to make “our” content “better” (however that’s defined) than “the other person’s”.
At the heart of everything, content is still about the right person, right message, right time, right channel.
That’s where the social web comes in. For the first time in marketing history, we can find out and work out what the “best” content is for as many individuals as we care to identify.
And depending on the resource we have, we can create content and market to these individuals as individuals.
Of course, many individuals will have similar interests (something else we can also discover in detail using the social web) so we can amalgamate and consolidate content.
And we can also think of content as the bridge between the consumer and our company, connecting their interests and needs with what we have to offer.
Implicit in all of this is that:
we know who they are
our marketing is strategic in its purpose but light enough in its tactics to be relevant, memorable and effective
that we connect the social web front-end with our corporate back-end in a way that works technologically and in the marketing sense
that (at the risk of using yet more cliches) we consider content as more of a process of engagement rather than a process of broadcasting