The last time we talked about the end of the age of content was in April this year, for me best summarised by one of my favourite quotes of the year from Jeff Jarvis:
The great stuff is already out there. Why remake it, except for ego?
Content is becoming has become a commodity. As I’ve been saying for over a year now, there’s too much of it. We’re over saturated. Trying to compete with content is a hard, hard game to win.
And the trouble about content is that all the digitalls have in front of their faces on Twitter all day. But for a second consider you are a digicool. How do you even find blogs like mine and yours? I would say relationship, or a very thin long tail.
If it’s the end of age of content, then what is next, and what are our options?
1. Fight it. Keep saying that ‘Content Is King’ and tune up your personal brand and affiliate program, while you compete against the thousands upon thousands of others doing the same to promote your blog and product over theirs. If you’re trying to build a big blog or launch a community group, you also can’t start by fighting on this front, because others are doing it better than you already.
Ok, so perhaps that is a bit harsh – but my point is that you can’t fight on this level alone.
2. Relationally push. Every business starts out with friends as customers. If for the digicool it is through referral that blogs, etc, are discovered, then we lean on those relationships. The issue here through is that it doesn’t scale.
3. Go niche. Find focussed interest topics to specialise in. People are more prepared to go with specialist content as opposed to generalist. But writing about a niche subject doesn’t mean people will flock to you, nor trust you. Again, we are back to social authority.
Where we are going towards is curation. By having a good bit of fight, building relationship, finding niches, and then being a curator of the content and co-creation that is already happening, we find new meaning. The great stuff is already out there. Why remake it, except for ego?
From all the consulting that I have done with publishers of late, Seth’s insights are right on and encapsulate much of what I’ve been going through with these publishers.
If we take this into the Music Industry, for example, should’ve been curating experiences and communites rather than trying to create and sell music. The creation part is a comodity, the community curation part isn’t.
Your Leading Thoughts
- Are you a curator? Where are you curating and how are you doing it?
- Curation is a new buzz idea that’s going around at the moment – do you see it as the future?
- Content creation has it’s own challenges. What are the challenges of content curation?