Making Content Matter
I’ve written before about the difficulties of the word “content”. It’s too often bandied around in discussions that lose sight of its meaning to viewers versus its importance in their strategy. And that blindness is costly.
But you quickly find yourself drawing on it because it’s the common reference. Much of the time, that will remain true.
Sometimes, however, it’s worth thinking again to see if there’s another descriptor more suitable. Perhaps another descriptor that can focus on a different detail and a different priority and help you concentrate on what matters.
Made of more
I recently had the following conversation on Twitter. (Incidentally, it’s also one of those incredibly moments that hits home to me how social accounts and interactions can become such an enjoyable scratchpad for new ideas.)
@ToyotaPR we don't expect to simply buy signals to rank higher or ad space to reach people. But we now have the material to make it work.
— Max Tatton-Brown (@MaxTB) October 29, 2014
Hey, there's a replacement for professional "content" = "material". Inextricably linked to quality/ fitness for purpose. Craftlike.
— Max Tatton-Brown (@MaxTB) October 29, 2014
Content’s not included
Material is like the fabric of something actually useful. It’s a bit more tangible. It’s something you iterate on and bang around in different directions — certainly when it’s commonly used in stand-up comedy.
It’s craft-like and something you develop and improve over time. You gather techniques to become competent then workmanlike then artisan. You invent or invest in technology to gain an advantage producing better material than your competition.
Material has customers rather than consumers. Your material must be top notch, it’s not just a snack between courses — it is a product in its own sense.
I’d love to hear suggestions of other words. Even if they aren’t used in conversation, I think clearer definition helps you think about things more strategically and accurately. The power of language is only beaten by the power of the meaning and association that underlies it.
What would you call content to make you appreciate it more?
Photo Credit: ch.weidinger via Compfight cc
