Content and Connectivity: How to Avoid the Content Trap and Capitalize on Connectivity
They say content is king…but for Lifeogeny…Connection is king!
In today’s digital landscape, anyone can supply and distribute content. A wide variety of digital platforms make this process quite simple. This is lauded as the “democratization of media.”
But as Bharat Anand puts it in his book The Content Trap, this “creates a colossal problem for any organization [of all sizes and industries]: the proliferation of alternatives and product clutter.”
In other words, you can create and distribute content, but that does not mean you will succeed in reaching anyone with it — this is the content trap.
These technological phenomena have changed the way we process and interact with the content we consume. Whether it’s information, education, or entertainment, we gain something when we consume content.
The Problem: Diminishing Return in Today’s Content
However, we experience a high rate of diminishing return due to the volume of content we are consuming. In other words, because there is so much content to consume, we move from one piece of content to the next, leaving little time for our brains to process, let alone, act upon the knowledge that we gained from the original content source.
For businesses of all sizes, this creates a conundrum. As Anand states, it is “perfectly natural that businesses, entrepreneurs, and creatively inclined people try hard to nurture and produce ‘the best’ content.” And, they will continue to work hard to distribute that content in the dizzying digital landscape. This is what Anand calls “The Content Trap.” Basically, creating content — even great content — solely for content sake, and then proceeding to distribute that content across the digital landscape can lead you into the content trap. This type of content doesn’t convert into sales or relationships that better your community.
The Solution: How to Create Content that Connects
Anand proposes a different view of how any organization should view the content they create. It starts with creating great, and more importantly, authentic content — content that represents you, your product, your brand, etc. and simultaneously captivates viewers, pulling consumers in. These components are still very important. However, Anand’s view states that “success comes not just from creating content – it comes from creating content to connect.” He continues stating, “connections are at the heart of what shapes any digitally touched business today and will for the foreseeable future.”
But he doesn’t stop there. Anand rightly articulates that “being able to recognize, leverage, and manage connections separates companies that succeed from those that fail.” What does that mean and how does a business, especially one with limited resources, address this?
How to Create and Capitalize on Content That Connects
Creating content that connects is half the battle, but capitalizing on that connection in the moment that the connection occurs is critical. If your content, that you have invested in for the purpose of reaching your target audience, is successful in grabbing the attention of your audience, you do not want to miss out on the opportunity to convert viewing into transacting. Additionally, you don’t want to miss the opportunity to build a relationship that you can leverage and manage in the future.
At Lifeogeny, we want to be a place for you to put the great content you curate in an environment that helps you capitalize on the connectivity you earn from that content. After all, content without connectivity is a losing proposition. We aim to solve that problem.
Build Connection Through Content with Lifeogeny
Lifeogeny is a targeted platform designed to provide businesses an easy-to-use web-to-mobile application interface. It is not about quantity, but rather quality and connectivity; it is about network connections; it is about building and supporting community. Don’t miss this opportunity to drive connectivity thru the content you curate. Join the Lifeogeny community of hosts today!