It's not content until it gets to the audience. This post covers the operational components of our 5-part definition of content:
The definition of content, part 2
What form best supports the content and meets audience needs? Form is the media type (TikTok, pillar page, blog post, etc.) you use to present your content, including specific size and style requirements. Sometimes, form is determined by your goals and/or audience. For example, if you're chasing a big thought leadership win, a Wall Street Journal op-ed might be the big win. Or maybe you need long-form content to establish credibility or showcase expertise. Start with genre: letter to the editor, video, blog post. Other times, it's driven by the channel.
How does our content get to audience? Successful content shows up where the audience already is when they're ready to consume it. The rise of martech has made this easier, but if you know enough about your audience, you don't need AI to find them. 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.
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This article was originally published in August 2011 and has been regularly updated, most recently on 21 January 2022.
What is Content? © 2011 The Word Factory, LLC