Content creation and curation are major challenges of communication in a modern world. There are so many stories to tell, and so few resources to capture them.
And there is such a cacophony of content. So many cat videos and random chatter. So much to learn and so much opportunity to learn it. There is high demand for content, but a simultaneous exhaustion from content – there is no time to go to another website, no energy for another news source.
Lackluster content doesn’t go far in a fast paced world.
It takes time and talent, resources and reflection to generate great content. Rome wasn’t built in a day.
But there’s no time for that.
And maybe that’s okay – modern communication is teaching brands to let go of some control. Social media will never work for a company that needs six levels of approval.
Communication needs to be fast and not furious, on message but without oversight. It needs to have a personality and a character that anyone can jump into. A voice that your audience can relate to.
Crowd sourcing is really the only viable content strategy in this communications landscape. Produce some work of your own, sure, but your brand has to be part of the conversation – not the elevator music playing in the background.
But with crowd sourced content how can you curate successfully?
You can’t just take content, shove it in a branded box, and call it a day. Content needs to be reviewed, considered, and shared as part of the conversation.
Importantly, the content needs to be diverse. The voice needs to be diverse.
It’s not about having a team of twenty people who can grab as much content as possible and put it through the machine process of industry, where all messages come out crisp and clean and perfectly on message.
Some content can be corporate like that, but a strong content strategy supports of diversity of voices, promotes a diversity of voices.
A brand, perhaps, shouldn’t just be part of the conversation – it should host the conversation. And a good host stands back and makes sure everyone’s having a good time. You don’t have to announce your arrival at the party.
After all, a brand exists in the mind of a consumer – your content only has meaning insofar as it has value to your audience.