It’s a common saying in communications and PR that ‘content is king’.
So, what does that actually mean?
Bill Gates wrote in his 1996 essay “Content is King” that, “if people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video.”
With the rise of image based social media such as Tumblr, Pinterest and Instagram, a new way to reach and interact with audiences and peers emerged.
While curation is more traditionally associated with art galleries or museums, the term is now used as a way to describe how bloggers assemble content from other sources on the web. Great curation is typically a blend of original content and sourced content that tells your story in a compelling way.
This method of content creation is based more on visuals and links than text. Collecting images and videos will keep your audience more engaged. Viewers can then share your story on their own blog, expanding the reach of your story. As Gates says, the internet is “the multimedia equivalent of a photocopier”, just make sure you give credit where credit is due.
With social options such as, following, reblogging, pinning, comments, photo-replies, and ‘asks’, Tumblr and Pinterest provide incredible opportunities to share your story and engage with your audience. Whether you’re a brand or an artist, these sites offer a community of fans and followers that will contribute to your brand’s story.
Rewarding your followers with contests or even the opportunity to contribute to the content on your page is an easy way to engage your community and build your brand. Knowing where your audience is and responding to what they want to see will strengthen your social media story and make it a worthwhile investment for your brand.Bill Gates essay is copyright © 2001 Microsoft Corporation. All Rights Reserved.