The Future Of Content Could Be More Interactive

Young businesswoman in an office using a tablet digitally

It doesn’t matter if your role is in a marketing group or if you work alone; creating original, engaging content can be crucial to the success of any business. The technology available to support content creation is more extensive than ever before, and it’s even harder to understand.

They don’t always feel like they can control one platform. You don’t have to be discouraged. All digital content platforms, regardless of whether they support written material or images, video, audio, or another form of media, are designed with the same standards for success. While the end product might vary, however, five core principles will ensure success.

The Five Pillars for Successful Content

These are five essential steps to help you build your brand online.

  1. Your story is unique. Every person and every new company has a different story. There are exciting and interesting things about your brand that are true for you and not for others. The best brands are not content to tell people that they are just like everyone else. Instead, they concentrate their efforts on creating a compelling narrative that sets them apart from others. You can’t expect people to click away if your content doesn’t tell a compelling story, lacks a cohesive “big picture” narrative, or lacks technical proficiency. You can count upon people clicking away fast.
  2. Strategy distributes your content. Is it possible to impact a piece of great content if no one is there to interact with it? No. Or it will die on the vine. If you aren’t using analytics or a particular software solution to ensure you know the best times for your primary audience to engage with content, publishing anything will be like shooting in the dark.
  3. Engage your audience with passion’s not enough to share great content through the proper channels. Successful brands engage with their followers by creating two-way dialogues that encourage comments, questions, and observations. These conversations online are likely to be some of the most valuable marketing research you ever do. You can use social media tools to see what people are talking about your brand. This kind of “strategic surveillance” allows you to listen in, respond quickly to customer complaints, or show appreciation for them.
  4. Monetize your content when appropriate there are now more options than ever to monetize quality directly, published content. Subscriptions, nonfungible tokens (or insider tips), and access to exclusive offers and information are some of the most popular methods. Monetization is a way to get back some of the cost of producing content. Although it is difficult to figure out when content can be appropriately monetized, consider where your referrals are coming in as a starting point. Next, look closely at your analytics. You may find that customers are asking for more content types. This could indicate that you have been giving something away that people would be willing to pay.
  5. It would help if you analyzed each aspect of your content engagement. Data analytics and feedback loops are crucial to measuring the impact of content creation. Businesses can continue to improve the content creation and distribution process by investing time and effort post-publication. 

Yes, you do need all five steps.

Most content platforms are focused on just one or two steps. YouTube, for instance, is an excellent tool for distribution and monetization but does not offer any form of audience engagement. Although Clubhouse is an ideal platform for hire, it is much harder to learn anything useful about audience engagement.

Some newer platforms out there offer support for the full-stack (or five-step) content development process. Fireside, one such platform, discussed the unique differences in their approach during Podcast Movement. While Fireside’s inner workings are yet to be announced, I was allowed to see some of the content that will launch this month. Below, I have listed one Fireside program that I am looking forward to.

  • Never Split the DifferenceChris Voss is the Bestselling Author. Chris Voss (ex-FBI hostage negotiator) and Mark Cuban (best-selling author of Never Split the Difference) share memorable negotiation stories with the audience.

This type of content production hints at the future with interactive entertainment. The audience is there; creators and viewers are involved in the show in exciting and new ways. These more unique forms could well signal the end to the monologues that have become so ubiquitous.

Fireside’s ability to capitalize on its ambitious vision is yet to be determined. There’s no doubt they have assembled an impressive group of content creators who will put their stake in the ground and bet heavily on Fireside.

The Clear End of a ‘One Size Fits all’ Content Creation

It doesn’t matter what technology platforms you use for your killer content ecosystem. Make sure you’re using technology and tools consistent with your brand message at all stages of the content creation process. You don’t have to know everything about yourself to realize the benefits of outsourcing.

It is becoming increasingly important for your brand to think holistically about creating, distributing, and monetizing content as new content creators join the online community.

The technology we have at our close will allow us to support each stage of the development process. 

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Samatha Vale
Samatha a senior writer for HC's entertainment team. She is an entreprenuer, mother and an excellent writer. She's also an avid reader, music enthusiast and all around inquisitive person - which is just a nice way of saying she's nosy.

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