Is there more noise out there than quality content? Or is it just harder and harder to find the quality content, given all the creators and channels to consume it on? These are more rhetorical than not, especially since these questions have surfaced in different forms over the past few years. But each day, it becomes easier and easier for anyone to create good content and distribute it across many different channels. (What was once intended for Twitter can now be seen on a billboard in the middle of Times Square.) And with that, it becomes harder and harder to focus on and find the quality content. That is, the content that I want, need, and like.
As one of my colleagues recently said to me, we don’t need more platforms to consume and share content on, we need 1 tool to shut out all the noise. So, there you go, inventors – an identified and growing need.
When I think of content – either producing it or consuming it – it’s not about the type of content that is most important to me. Meaning, just because it’s video content (dynamic, moving, all that), does not mean that I will consume it. In fact, that’s really the least important factor. It takes much more than that to make me stop, consume and ultimately, interact with it. Here’s what’s important to me, in order:
What is it about? The subject matter is the key. If it’s about Dave Matthews Band, I’ll consume it. If it’s about baseball, I won’t. However, if it’s about the Texas Rangers, I will. It’s important to understand the generality and specificity of your audience/community when planning content.
Who is producing it? Where is it coming from? Take the examples above – if Dave Matthews Band is producing the content, I want to see it. It’s about them, by them. If my wife forwards me a piece of DMB content, I want to see it. It’s about them, by them, yes, but in this case, passed on to me by someone that I trust, especially about “quality” content pertaining to DMB. If someone close to me – be it friends or family – sends me something or posts something, I want to make sure that I consume it. If it’s someone who I think is credible on any particular subject, I’ll consume it. Otherwise, it’s harder and harder for me to even give it a chance.
What type of content is it? I think too much emphasis is put on type of content above all. Not that great looking content isn’t compelling enough to get me to consume it, but it’s certainly much harder if it’s not something I care about – and even more, am passionate about – or it’s not coming from someone I trust.
Maybe the type of content is enough to get my attention, especially when I’m out in the real world. But if it stands any chance of getting me to actually spend time with it, much less do something with it, it takes much more than that.
So, whether your making content for a website or a OOH digital sign, what drives your content creation? The answer could be the difference between noise and consumption. Maybe even action.
Image credit: dailydooh.com