Industry

The Content Trap: It’s All About Context

The Wall Street Journal: “To be sure, content is important. But what matters more is the connection between that content and the rest of the master plan … Information wants to be shared: Indeed, it is hard to find an area of news or entertainment where the real consumer value arises independent of a social element. If you believe you are in the business of information, you are blind to the fact that you are in the more lucrative business of socialization.”

The Content Trap is a book filled with stories of businesses, from music companies to magazine publishers, that missed connections and could never escape the narrow views that had brought them past success. But it is also filled with stories of those who made strategic choices to strengthen the links between content and returns in their new master plans. The author shows that ‘winning strategies come from recognizing the context you operate in, not the content you make’.”

For example: “Often … books bought were not books read. They were, in part, meant to be displayed in homes or on desks as a signal that the person might have read them. For e-books, the situation is different. That’s why the romance genre flourished under the digital onslaught. Random House, it turned out, had one of its biggest print successes of recent years when it acquired Fifty Shades of Grey, a book that people don’t claim to have read if they haven’t.”

The post The Content Trap: It’s All About Context appeared first on Brand X Journal.

Tim Manners/Brand X Journal | Oct 28th, 2016 | ,