One Thing better than Content is Responsive Content

I wrote an article on The only thing you should know for 2015 where I emphasized on respect towards the community, platform and content. Let’s look at the word “content” in relation to “platform” and “community”.

I’ve noticed that people started realizing that this particular word (content) would be the king in the next year (dhaaa). Good job, I’m happy to see people starting to realize they must start creating content for their readers. I only hope that companies will stop thinking just in terms of “promoting products” and start using the “let me tell you a story about…“ approach. And maybe we will start seeing the development of a media department that is not represented by just a digital marketer, a data analyst and a social media ninja, but where you can find journalists, editors, chief evangelists, etc.

I look at the market abroad and I see that more and more companies are using Brand Journalism and they’re fighting for positioning themselves as the only voice worth listening to in this field. Everyday it’s a hard battle for the reader’s attention, and an even harder one for his pocket (because, after all, this is where everyone wants to arrive, this is why they’ve entered the battle, right?)

But when we think about content, we end up thinking about the different shapes it can take: Text, visual, audio. But these formats must be prepared and “edited” in such a way that they contain the same base but in a different shape, adapted for a particular platform and a particular community. Ok, I’d like to go even further. I don’t want us to stop at a simple content that must be created and then wash our hands because we did a good job. I want us to think big for our readers, our clients, the platforms we communicate on and the goal we’re aiming for.

It sounds a lot like responsive design, right? The same base but structured in a different form for each device in particular. And going from there, I arrived at the following term – responsive content. I mean having the same base but split into different formats for different platforms and a different audience. A content that can be both flexible and customizable.

And I’m not saying I’m the inventor of the wheel or the discoverer of a new country, but I want us to think a bit further then pure simple content.

The idea is easy if we understand even just a little the theory behind responsive design (for this I recommend meeting with your designer over coffee and just talk about this) and then creating content in a different shape but with the same base for our brand and our clients will become so much easier.

That’s about it on responsive content, but think about it until next time when I will bring some examples and ideas for the practical aspect of this theory.