This is part one in a series of four articles about content, conversation, context and control. Put that on a yellow sticker and cross check your ideas towards these four words when you design your next big hit for this new communication channel. First out:
Yes, we still need content. And you should make it available. When people want all their music on a small player in their pocket you should give them that. The music industry is in a big mess partly because they did not understand the concept of availability.
They wanted to keep pushing plastic when people wanted hard drives and availability. Mr. Jobs came to the rescue. Maybe too late.
So you have made your content available. Then you should think about the long tail. The concept of how behaviour change when the amount of choice gets closer to infinite. 57 million blogs. 100 million MySpace users. Millions of videos on YouTube. Insane amounts of content.
On the internet you don’t have the benefits of being the only one with an expensive license to reach out. Or being the only one with a printing press and a huge system for distribution.
On the internet your million dollar content have about the same priority as that video about people having fun with Diet Coke and Mentos on YouTube.
So, you need to read the next three articles. About conversation, context and control. “Conversation” will be out tomorrow.