Your content will die if you don’t shift your paradigm

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For your content to survive you need a paradigm shift

Content has proven to be extremely valuable brand currency but just like the flagging Euro it is facing strong headwinds and needs a lift and a rethink going into 2012.

Content volume is growing daily.  As such content producers need to become smarter in how, where and when they curate content on their sites as well as how they go about sharing new ideas and delivering new insights in order for the ‘contsumer’ (my new word for consumer of content)  to recognise them as thought leaders in their field.

The six content paradigm shifts

For your content to attract and convert first time visitors and in the process differentiate your company/brand from the competition, there are six paradigm shifts you will need to explore into 2012 and beyond:

1. Your content must provide value to your ‘contsumer’
2. In order to do so, it needs to be more personalized.  To do this you need a deeper understanding of your buyers’ personas so that you understand their issues, their day to day challenges.  It’s about what matters to them not what matters to you or your company
3. It needs to have the shareability factor so that it is spread virally or through word of mouth
4. Your content needs to humanise your brand/organisation in order to build trust.  Get rid of the corporate veneer and put up your human face
5. What you put up needs  to be engaging otherwise people will merely go elsewhere
6. Your consumers should be able to interact with the brand off the back of your content.

It may sound easy but it can’t be because there are not a lot of brands getting it right.  Maybe it’s time for companies to
create a new position – the CCO – chief content officer.

What do you think?

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One Response to “Your content will die if you don’t shift your paradigm”

1. Thought Leadership and Sales are Meant for Each Other | Sparksheet says:

   April 16, 2012 at 22:50

   [...] call them ‘contsumers’ (though others have called then “prosumers”). ‘Contsumers’ seek out as much information [...]