Yesterday, I shared the definition of content we use here at The World Factory.
"Content is the presentation of information for a purpose to an audience through a channel in a form."
We find it helpful to clearly define the term when we're working on content development, management and strategy projects. We went over the first part of the definition -- the ideas portion -- here. Now let's look at the distribution part.
How will we get our content to our audience? Don’t post on Facebook if the people you’re trying to reach are on Linkedin. Start with all the channels your audience tunes into. Use a “purpose filter” to winnow this list by the degree to which certain channels best serve your purpose. Then, use an audience or “target filter” to narrow the list even more, focusing on those channels that most effectively target the people you want to reach.
How will our communication be rendered in its final state? With channels chosen, choose genres and forms optimized to spread the word. Start with genre: letter to the editor, video, blog post. Then consider form: media type, size or length, style, etc., to create the optimal “presentation”.
Our model allows information and purpose to remain consistent. This keeps everything on message while giving you the flexibility to create multiple forms that optimize success. (See another example here)
How can we help you develop a more strategic approach to creating, managing and distributing content?
What is Content? © 2011 The Word Factory/Teaching That Makes Sense, Inc.