As I sat through a sales pitch last week for an custom-app builder the sales team kept talking about content marketing and their expertise in the space. I will now try and put this into context with what we have been learning in this class and what is happening in the social media space. Twitter and Facebook are selling user-generated content, while Snapchat is selling eyeballs to vanishing content. Red Bull creates video content to be shared by its fans, while sports league sell their content to be consumed on TV and the internet. News sites like Buzzfeed and Huffpo create written content that is meant to viral. Content is expensive to create and hard to ensure that it is authentic. The catchier it is, the more viral it becomes but usually this means that it is light on meaning or worth. For many new-age internet companies, it is a constant battle to find the right balance.
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