The Content Value Proposition
Content is everywhere. Movies, User Generated Video, Blogs, Podcast and Music.
More and more the war for the audience is heating up. No more do three networks, a handful of movie studios and a limited number of radio stations control the content we have access to.
The issues with all this content is where is the value proposition?
In order to draw an keep an audience one must do more then incite and titillate, these things may spark interest but without true value to back them up there is no way, in this day, that you will succeed past your allotted 15 minutes of fame.
So how does one provide value in their content?
- Entertain: Clearly this is the original content value proposition and it as valid a method today as ever but it is crowded space and one persons entertainment isanothers sleep aid.
- Inform: Ones ability to deliver timely and useful information is a clear value proposition. The really good content providers do this with style and efficiency.
Access: Exclusive information or access to that which is not readily available provides a clear value that an audience will find worth coming back for.
- Quality: We are all drawn to things we find to be a bit better then the rest. Any time your content is better then the rest you will do more then just differentiate yourself.
- Authenticity/passion: People are drawn to the simple and passionate truth and if you are passionate about the creation of anything and that passion and authenticity are inherent in the content this is something that will help draw and keep an audience.
- Timing: You must have sense of time both in length and in pace of your content as well as how the timing of your message fits into the market place.
- Resonate: To many people fall into the trap of creating for themselves which is fine if there is an audience for that. However if one hopes to attract and keep an audience then you must be mindful to deliver content that will resonate with them.
No matter if you create major movies, network news, daytime talkers or are a technorati elite, superstar/pod-caster the same value proposition applies.
So how can we take these and other elements of the content value proposition and benefit from them?
