Ben Dickens, June 12, 2013
In today’s digital age, creating content has never been easier, but getting it seen, read and paid for is a whole different ball game. As a full service digital agency it’s in our DNA so this week we’re sharing some of our insights to help you do things better.
Pre-internet era content creation used to be simple. It was created and distributed by select publishers and newspapers, and they would fund the creation process through advertisements and paid subscriptions. These publications would have a relatively stable readership base that would gobble up their content like daily bread. However, a variety of players have entered the content creation market since then.
Brands now give away free content in an effort to engage with their target market as a way to maintain and grow their consumer base. Bloggers write on their own platforms to make their opinions freely accessible to the public. And normal people share their own titbits of content via social networks as an efficient way to ‘socialise’ and ‘share’. A good piece of content nowadays needs only a topic, opinion and an angle, written with no grammatical errors and posted in a timely manner.
As the quality of these free branded and blogger content continues to improve, readers are left feeling reluctant to pay for content since a plethora of free options exist, forcing traditional publishers to rethink their monetisation strategy.
Furthermore, the abundance of free content also makes gaining readership harder than ever for brands and bloggers, as readers can now pick and choose free content as they please, resulting in a huge SEO and social media investment by both brands and bloggers.
The biggest issue that content providers face is no longer the content creation process, but a distribution and readership issue. This is why modern day content creation involves SEO, social media, guest blogging, free access and web versions of print articles.
The problem lies in the fact that there is so much content on the web, meaning a single piece of content will inevitably struggle to be seen. Creating content is dead easy, but gaining readers requires a whole lot more work.
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