So think about how to use all the digital content that is being created to elevate content to print – elevate shortlived digital successes to high quality printed products , extending the digital life span and reap the rewards for four to six weeks.
It also means we need to define our roles in this ever-growing world of content creation. In my opinion, this is why we see a huge interest in content curation over content creation. It represents the desire of the consumer to filter out the noise and get straight to relevant, high-quality content, given the limitations on their ability to consume.
So, where’s the opportunity? Content curation is certainly one avenue to pursue. Anytime you can help your audience find the best content, more efficiently, more often, you’re building trust.
However, in order to be successful at this, your brand must be perceived as a completely objective brand in the marketplace. Otherwise, your consumer has to find multiple curators and still consume more content to ensure they get the ‘whole picture.’ The content curation model is really designed to help consumers more efficiently find relevant content, not necessarily the best content.
The real opportunity here, in my opinion, is to create – and curate – the best content focused on one specific area frequently enough that you become the one brand that consumers look to for this information. It’s the opportunity of proving your brand is capable of creating and disseminating that content across media in a wide variety of formats.
So when it comes to creating the printed product then this becomes the opportunity to draw together the good stuff out there, disseminate and deliver something of value that is easy to consume.
If you’re just creating content for the sake of creating content, you’re not helping your consumers – you’re overwhelming them.
Thanks to paperkitecreative and Andrew Davis for the Digital v Print image and thoughts.