Social Media. Facebook. Twitter. Podcasts. Video Podcasts. Television Networks. Newspapers. Pintrest. In 6 months we’ll be adding the next great thing to the list.
All these things are built on the same principle: Content producers create something and then distribute it to those who are interested in consuming that content. The model has changed in recent decades, and we are consistently being told the next new mode of delivery will change everything, making content more meaningful to the consumer. Better targeting of consumers. Higher quality content delivered in new and different contexts (think Netflix on your phone).
The core is always the same – produce content people are interested in and you’ll build a following. When you run a blog, consist content is critical to the success (however you define success for a blog) of the adventure. If you craft 5-6 creative / funny / engaging blog entries in the first few weeks, and then don’t publish anything for a couple months, you’re likely to drop potential followers.
In the world of podcasting, the term podfading is the kiss of death. Unpredictable, inconsistent, irregular publication schedules drain the energy from your audience. Why would they keep coming back? For that matter, why do you go back and visit the same sites on a regular basis? Because you want to re-read the same article for the ump-teenth time? And what about the quality of the content? It also needs to be predictable and consistent – sporadic gold sprinkled among a bunch of re-posts or re-tweets is much harder to find for the potential audience.
You can spend a great many hours (days / weeks) dealing with style issues and color schemes and platform discussions. People aren’t there for those things. They are giving up their time and eyeballs in order to consume content. Do you really care what the NBC logo looks like while you’re watching 30 Rock or Parenthood? All you want is for the popup messages for Chicago Fire to go away, because it is distracting from….. That’s right, the content you’re trying to consume.
When you Google something, you know what the sponsored areas look like and you avoid them, diving directly for your content.
There is an easy rule to follow when producing content: Content Rules.