The Importance of Consumable Content


I read with great interest a recent post from one of my favorite social media bloggers, Chris Brogan, on USA Today, CNN Headline News and the world of bite-sized media.

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His observations of the two media giants won’t be revelatory to most media veterans, but they do serve as timely reminders.  Are you offering your content (your station’s, your blog’s, your label’s, your company’s) in bite-sized, consumable portions?  Or do you view doing so as bastardizing your business model?

The music industry, of course, has had no choice but to revisit the bite-sized model with the advent of the iPod.  No longer are long-form album projects the default purchase for a wider and wider swath of consumers.

For radio this means, among other things, taking advantage of more and more ways to distribute your content (be that podcasts, behind the scenes video from the studio or backstage at concerts, or wherever).   Furthermore, every break has to, from beginning to end, stand on its own.  If I’m new in town and just hearing your show for the first time, will I “get it” from the moment you open the mic, or feel like I’ve joined a conversation already in progress wondering what I missed?  If not, go back to the drawing board.  Study broadcast industry veterans like Tommy Kramer and John Frost for more.

For the publishing industry, the scenario is similar.  You must take advantage of newer and bolder ways to distribute content, as opposed to shunning those opportunities (including the Amazon Kindle and the iPhone).  One of my favorites to follow in the publishing industry is Michael Hyatt.  For more on his thoughts on where the publishing industry is going, check here.

As Chris Brogan puts it, “we’re trending more towards the short info.”  I’ll put it this way:

If you’re not ready or willing to adjust the way you distribute your content or product in order to meet the needs and desires of those consuming it, you will not last.

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4 Responses

  1. Your blog was worth just the last line. Thanks.

    Jim

  2. Thanks, I think, Jim. Wasn’t sure if you were saying that last line made the blog, or if you were saying the last line was the only part of the post worth anything.

    Either way, thanks for commenting. I appreciate you spending time here. Best of luck on your book and all your future endeavors.

  3. Jeff,

    You are right; I wasn’t clear. Sorry for the obfuscation. I meant the last line made the blog, and it was the most important lesson for me! However, this conversation with you is another lesson for me — write clearly and say what you mean.

    Jim

  4. […] Truth… Justice…: You must take advantage of newer and bolder ways to distribute content, as opposed to shunning those opportunities (including the Amazon Kindle and the iPhone). […]

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