At a more granular level, it is of course the information or content itself that is connected. The content is the king, whether on a computer screen or a mobile device or a screen on your fridge.
If you''re a content owner, you''re ever hopeful that as many eyes as possible find their way to your particular content. Nowadays we navigate content like a pub-crawling party crowd. One minute we''re having a good time enjoying our beer, the next minute someone is suggesting a new pub down the road and before you know it we''re on our way there. The same is true with the digital audience – so much so that there are now many software packages that bring together content from many digital sources so that we can “crawl” without leaving a familiar setting.
As content owners, this is a valuable concept – what viewers think about the content is definitely as important as the content itself; it is what leads them to click, tweet, follow, comment, like, digg, blog, retweet or take any other action with your content, spreading it to a wider audience.
So with visitors thinking about and engaging with your content, how do you ensure that the “pub-crawling” mentality of the masses isn''t still going to distract your valuable audience and their thoughts away from your content? The only effective strategy is to own all the pubs they are likely to visit and to ensure that you are the one taking them from pub to pub.
So to dispense with the analogy, if you''re concentrating on creating great and attractive content while making use of an all encompassing content management system that allows this content to be woven through multiple brands on multiple platforms, well done! At RamsayMedia we have embraced this thinking. Get ready for some great things ... and of course, some great thoughts.
Andrew Solomon, Digital Development and Support Manager