There's no doubt that, in this day and age, everything is content. Whatever we produce - from Blog postings to pictures and videos to audio - everything we do, say, photograph and shoot is now published, posted, shared, commented on and forever public.
Everything is content.
With that, and seeing how Marketers continue to struggle with how to use Social Media, Web 2.0 and online social networks to do their marketing bidding, it's becoming painfully obvious that content is king. Look at what really works in the online channels: Google AdWords, Twitter, Corporate Blogs, simple sms text mobile applications, and even email has its place.
We're not talking rich media, HD video and CD quality audio. We're talking about text - plain, pure and simple.
But, it's not so simple. Once you start these conversations, you have to keep them going. You have to be clever. You have to be engaging. Not too many brands have, what I call, the "intestinal fortitude" to deliver on that very real conversation. Brands tend to be great at busting out of the gates - engaging sites and some content to pique the interests of the consumers, but creating content is a marathon and not a sprint. It's the ripples that the conversations start, and not the splash-effect of a campaign.
I've Blogged about this before.
There's no doubt that I have a passion for creating and being a part of great content and conversation. The truth is, great content is hard to create and even harder to sustain. Just ask any best-selling author, award-winning Journalist or Blogger.
The bottom line still remains:
Content is everything.