'Digital' and 'Content' - buzzwords that must die?
First Published: 20
"These days, it's is all about digital content" I hear this on a daily basis.
But what is digital exactly? And what exactly is content? Both words vary so wildly depending on the context - for some 'digital' means if it's on a screen... it's digital. For others, 'digital' may mean an in-depth knowledge of coding and analysing data or deeper into the realm of 'ones and zeroes' where we need a translator (enter our tech team). From a recruiter perspective, it is increasingly important to get a thorough understanding of what clients and candidates mean by needing or having 'digital experience'.
While these days are indeed 'all about digital content', it's a rather broad statement, to say the least, and I wonder if the words are so overused, that they might need to be put out to pasture, or perhaps a slightly more dramatic Viking funeral!
Hoping for answers, I went along to the recent Marketing Association 'Brainy Breakfast' with scores of fellow caffeinated early-risers for a breath of fresh air about 'competing for eyeballs'.
It was an insight into where we are at now with the endless river of visual/ video content that's out there, and how to engage the audience. The speakers were amazing and inspiring (and, I might add, weary of the word 'content', or the 'C' word as they referred to it!)
The common thread from all the speakers I noted was how important it was to engage and involve the customer directly through clever campaigns and make them be part of the story. Simply bombarding people with imagery, video or text won't work. While technology is a great tool - and some of the stuff on the way is face-meltingly awesome; at the core of it is something that can connect with people and make them part of the experience.
Interestingly, I spoke with an agency the other week about the 'D word' who were looking at removing the word 'digital' from their drop-down menu on their website. They still will be providing those services of course (and more) but they see every campaign and service as so integrated that digital is taken for granted, therefore unnecessary to mention it.
So, for now, it's fine to ask for 'more digital content' in a campaign, CV, or role but the days might be getting numbered.