• ben

This is not news – content has always been king!

‘New media’ was the buzzword in the nineties, ‘Digital’ dominated the naughties and now ‘Content’ is taking over as the new catchphrase for the dare I say it, er, teenies(?). But this is not new — surely it’s always been about content hasn’t it?

In a sense it has, however, because of the controls and restrictions of traditional media outlets it was difficult to generate unlimited content. It had to follow somebody’s rules or the limits of the budget. The Internet has opened up the boundaries and every walk of life is flooding it with content.

Whilst this is great, there’s an awful lot of ‘stuff’ to trawl through, it’s no wonder that generation Y are permanently glued to their mobile devices — you can’t afford to be the person who hasn’t seen the latest video craze or meme – that’s tantamount to being a social pariah.

And yet, whilst the ‘yoof’ have got to grips with sharing every minutia of their lives, for better or worse, businesses are taking a little bit longer to catch on to the importance of content – especially on their websites.

There’s a lot of company sites out there that have invested in great design but when it comes to the content they are left in the last century. As a creative and digital enthusiast I’m interested in all things design, yet at the root of all of it, I am most interested in what it does – communicate.

It’s the copy that sells; yes the other elements all play their part, the idea, the design, the images and graphics. Remove the copy, no matter how much there is and it’s very rare that you’ll have a concept that sells.

So content is quite rightly the new buzzword, it’s what brands should be focusing on. What does your content do for you?

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