Requests control in the Kingdom of Content

The "Content is King" cliche holds as a core premise that there are a limited number of content distribution channels, and so usage is directly related to the value of the content being distributed.  While Web 2.0 delivered an excess of new tools and resources for creating and distributing content online, there was really only one new distribution channel that needed to be considered: The browser.

Duking It Out On the Road to Content Consumption

As the gateway to the connected experience, browsers became the theaters of war for companies trying to control this beachhead of online content consumption. The first was a bloody skirmish between Internet Explorer and Netscape that left the latter a bag of open-source bones picked over by Mozilla. However, by the time an all-but-abandoned IE 6 was trying to fend off Chromatically, the war had become more of a cordial disagreement than an armed conflict.  So, while Time magazine was naming me (and you) its Person of the Year, the web browser was becoming just another app.

Creating a Connected Experience

In the short term, the changes impacting how people interact with digital content will undoubtedly come in the forms of ubiquitous broadband connectivity, inspiring new devices, and the addicting applications and services that are being used on them. Of those three, it is the applications that will be at the core of the connected experience.  The best devices will be the ones that provide a great platform for applications and then get out of the way.  Look at Apple's i-devices for example. Apple's success with i-devices is in many ways about how transparent the hardware is, the iPhone has three buttons and the rest are apps.

Winners (or Losers) In the Content-Consumption Race
Let's start with Clipboard for instance. Voted last year's iPad "App of the Year", Flip board defined the digital magazine category for tablet computers by aggregating content from around the web and compiling it into a compelling "magazine" interface. Up until its most recent release, however, the content it delivered was limited. Yet, because the experience was so powerful - and the app so popular - publishers were rushing to get featured within its garden of content. In many ways, it was the experience that drew the users, and the content followed.  In its most recent release, the content available is far broader than it has been previously.  his advancement should delight the large user base that Clipboard built by delivering an innovative content-consumption experience.

Thinking Beyond the Browser

But it is not just about traditional or social media. The kingdom of content is vast, and while it certainly includes consumer content like music, movies, news, and social chatter, it also includes business content. Some of this content, such as market research, market forecasts, or financial data, may be a product of the business providing it, while other content, such as product information, sales performance, order fulfillment, video demonstrations, or return-on-investment analysis will be content distributed internally to empower sales. As more and more sales reps are equipped with smartphones and tablets, B2B app stores will become largely filled with sales Enablement and CRM applications that will redefine the customer conversation in the Age of Apps.

Building a Kingdom of Content

So, what does it take to develop an app strategy? Start your journey by visiting the app store. The user experience is the "product" that goes into the app store, not the content. While content is a critical component of the experience, the real premium needs to be placed on both designing and engineering memorable and seamless branded user experiences. Requirements definition, user experience design, and software development are skills that most marketers will need to become more familiar with, along with application marketing.

Succeeding In the Age of Apps

So as apps are rendering obsolete everything from record and bookstores to local libraries, they will also relegate spreadsheets, order forms, and data sheets to the back office of business communications. Both the rise in wireless connectivity and the enormous array of new connected devices will put apps, mobile, Web, tablet, television, etc., at the heart of the user experience, whether those users are consumers, business customers, or sales professionals.

Read More..
Share on Google Plus

About ElvisTyler

This is a short description in the author block about the author. You edit it by entering text in the "Biographical Info" field in the user admin panel.
    Blogger Comment
    Facebook Comment


Post a Comment