Everything Content!
If a time would come that the human world will experience an overload of information, then the time is NOW.
The world has become steam. Society is obsessed with content. We now live in an attention economy where people are open to diverse information at a single moment. Content has become the oxygen everyone has to inhale to stay relevant.
The fight for Attention
In this ocean of context, gaining attention has become a gold-seeking adventure. Because people are now privileged to choose what they want to watch, read, or listen to, whenever they want to do it, and where, it is important to connect them with messages that will enhance their experience. Since the explosion of media channels has made attention a valuable commodity, people care for value. And relevance. There is no barrier to communication. Everything continues to be about effectiveness.
The Hard Nut
Because of the proliferation of media channels, redefining consumer content has become a daunting task. Firms continue to grapple with how they can stimulate the behaviors of buyers in this proliferated economy. Also, there comes the hard nut to crack: how content can be consistently delivered through distorted channels to well-informed and opened-to-influence consumers.
A Possible Way Out
Since we live in a freer world, there is much noise around. Customers are open to a variety of options, and content. Some relevant and valuable. Most irrelevant and trivial. How does a brand shine among these noises and find a voice in the turmoil? How does a brand position itself so that its efforts to gain attention will not be as killing flies with a gun? Content marketing is a possible option.
