Rethinking what we perceive to be ‘content’

Time For New Content Concept

When we think about creating content for our audience, all too often we default to blog posts, or video that we can publish to YouTube and then embed on our blog or website.

More often today – but not nearly enough, though – audio might crack a mention.

And if you’re a visually-oriented brand, photography probably takes centre stage in your thinking.

Not that there’s anything wrong with any of these mediums by the way!

Usual suspects

But by narrowing our scope as a matter of course – as I said earlier, by default – we run the risk of neglecting myriad other interesting and different ways we can deliver the content we produce.

Moving beyond the ‘usual suspects’ – i.e. blog posts, YouTube videos, Instagram images – let’s lift our heads up a bit and ‘stretch’ what we create across multiple mediums. Let’s extract the most value from the premium thoughts, opinions, ideas, advice and information we publish to the web.

So, for the record (and in no particular order), I class all of the following as ‘content’.

  • PDF ebooks, reports and whitepapers
  • digitally-delivered books (via Amazon, Kobo, iBooks etc)
  • tweets, Facebook posts, LinkedIn updates, Google+ posts etc
  • SlideShare presentations (PowerPoint)
  • infographics and charts
  • smartphone apps
  • illustrations and animation/GIFS
  • webinars (live and recorded)
  • 6-second videos published on Vine (or 15 seconds on Instagram)
  • live streaming video via Periscope/Meerkat
  • graphic recording (or scribing)
  • opinions via Meddle
  • audio snippets via SoundCloud, audioBoom, Clammr etc.
  • tutorials and how-to guides
  • Google Hangouts On Air, Spreecasts,
  • online press releases/multimedia stories via PitchEngine
  • hardcopy books and custom published magazines
  • digital magazines (e.g. for Apple’s Newsstand)
  • events (yes, events can be classed as content e.g. a simple breakfast presentation or a more formal gathering featuring a panel of experts, for instance).
  • speeches (record video and upload to YouTube, publish audio to SoundCloud, transcribe and turn into an article etc).

All of the above fall under the definition of what I would define as content.

Now, I’m not suggesting you spread yourself across every medium or channel as outlined above – that will drive you nuts (and won’t be an effective use of your time)!

But I DO recommend you keep your eye out for new opportunities to present your content to the masses; keep things fresh and interesting! Not everyone will sit down and read a blog post or watch a video – bring your ‘chunky’ content to life by repurposing it across different mediums (best-selling author Jay Baer does this well).

Of course, your strategy will help guide what content mediums you should be using, and your time constraints and budget will also be a factor. But this post is more about highlighting the importance of focusing on one’s mindset more than anything, encouraging you to ‘dig deeper’ and think more creatively about the content you produce. Your audience will thank you for it!



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G'day, my name's Trevor Young. Subscribe to the PR Warrior blog today and receive regular updates from me on all things PR, social media, content marketing and thought leader branding.

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