Tag : Content

Content is the presentation of information for a purpose to an audience through a channel in a form. Content is both information and communication: the sum total of the freshness, readability, relevancy, and usefulness of the information presented, and the manner in which it is presented.
The definition has five components:

  1. Information-What ideas are you sending out? This tends to be consistent across forms because it is anchored by messaging. Information, as we define it here, is the combination of the most important ideas audience needs to know and the key details (evidence, explanations and examples) that support those ideas.
  2. Purpose-Why are we doing this? What do we want our audience to think/do/feel? Content is most successful when we design it to achieve a specific goal. Stating this goal explicitly enhances the development of content that resonates with your audience.
  3. Audience-Who is our intended consumer for this content? Too often we create content without fully considering our audience. Explicitly identify the people you want to reach, their concerns, and their questions. This is where relevance and resonance meet.
  4. Form-How will our communication be rendered in its final state? With channels chosen, choose genres and forms optimized to spread the word. Start with genre: letter to the editor, video, blog post. Then consider form: media type, size or length, style, etc., to create the optimal “presentation”.
  5. Channel-How will we get our content to our audience? Don’t post on Facebook if the people you’re trying to reach are on Linkedin. Start with all the channels your audience tunes into. Use a “purpose filter” to winnow this list by the degree to which certain channels best serve your purpose. Then, use an audience or “target filter” to narrow the list even more, focusing on those channels that most effectively target the people you want to reach.

The key to successful communication is explicitly identifying and optimizing each of the individual elements. This post takes a look at the information parts and how you can “operationalize” them.


Social media marketing |

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Video Content |

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Social Platform |

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WordPress |

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Target Audience |

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