A red telephone. Photo credit: Grant Hutchinson via Creative Commons

Too often, content is treated as a commodity—something that gets loaded up and “plugged in” to a website’s design, rather than being respected as the valuable, fragile brand asset that it is.

Content as a commodity is: text, video, audio, and images. But content as seen as a valuable asset is communication. Communication of who we are, what we do,  our stories, and the value we offer.

Because communication sparks interactions. Interactions builds connections. And connections form relationships.

If what IBM CEO, Lou Grestner, said is true…[blockquote]In the end, an organisation is nothing more than the collective capacity of its people to create value.[/blockquote]

…then today, in the digital age, an organisation’s content is what holds the greatest potential for exchanging value more consistently and powerfully than anything else.

In world in which mere information is a commodity, those who treat their content as an opportunity to communicate how they are different through demonstrating the value they have to offer, automatically give themselves an advantage.

Everyone else blends into the “me too” sameness.

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