At Fast Company, an article explains why in today’s digital economy “Content Is The New Currency”:
Just because you can broadcast content via Twitter, Facebook, LinkedIn, and Youtube, that does not necessarily mean people are interested in what you have to say. People are intrigued by those who can entertain, educate, or intrigue them. Meaningless and forgettable content is ignored. Dull content is the equivalent of boring and meaningless conversations that are quickly forgotten. The digital world makes it easy for us to contribute to the conversation with opinions, narratives, pictures, and videos, so it is harder than ever to stand out from the crowd.
What you talk about and how you deliver your content matters more now than ever before. Companies no longer have the luxury of communicating in a controlled monologue with consumers through traditional advertising. Technology creates an open environment where millions of people are vying for attention. With content as currency, you must have something relevant, compelling, and meaningful to say. Today, people respond to content that moves or entertains, so make sure your content is relevant and riveting.
As I am beginning to transition my blog from non-commercial to an advertiser and reader supported business model, I find the article’s claim interesting. What content will you, my readers, find relevant, compelling, meaningful, and even entertaining?
(And once I get closer to figuring that out, I want to better understand how it’s a fit with my distinguishing style as a writer and how do tensions arise?)
What’s missing in Fast Company’s analysis is an appreciation that discovering the intersection between content creator and content reader is an All Quadrants, All Levels affair.
Successful bloggers find the sweet spot in which they resonate with fellows who strongly agree with them and even earn readership from people who strong disagree with them.
I’m not so sure that really describes the nature of Integral blogging considering the way in which most readers are not draw to react to posts with agreement or disagreement. I suspect integralists are instead more drawn to content which enables them to fill in gaps in their mental maps and integrated life practices.
I am puzzled over the question of how to entertain people who are drawn to an Integral blog. Until I figure it out better, I’m blogging mainly on stuff that I find entertaining and see what clicks.