Opinion: content is still alive, even if it isn’t king.
Meaningful, human-driven content is as important as ever. Content may or may not be king as people are overwhelmed by a flood of information through devices. However, real stories connect with niche groups of people who need to hear or read those messages. When content is automated, it can be done with the intention of purposes that enrich lives.
Bill Gates wrote in 1996, “Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” I have my own opinions about Bill Gates’ influence. But his prediction isn’t far off. I have not connected my television set to traditional channels in years. I watch some Netflix and more YouTube.
Value now exists in more focused messages to smaller audiences, compared to the heyday of mass media. We know that. And how can we gain the attention of relevant groups? Show our unique humanity that cannot be replicated. Are we making the most of it? The solution could involve sensible amounts of vulnerability.
We can share parts of ourselves within comfortable boundaries. I have been the meal-prepping crunchy Aussie for a few years. I sometimes referred to this in speeches, and people were curious about it. I share food hacks anyone can try. I revealed wellness transformations that were so good that I was surprised by the results. The accessibility is attractive. And I found the humble side of food during my darkest personal struggles. I needed to cut costs and maintain a flow of abundant food during the pandemic and a breakup. I don’t need to share too many private details to indicate how these food choices can help people through life’s challenges. Such a raw revelation won’t easily come from AI. I hope not.
Even if technology may somehow catch up with my quirky manner, it could only supplement the real thing. Online communications direct people to face-to-face interactions and support the experiences. Hybrid offerings may be the way of the future. I passionately believe in the need to see people in real life. But if you can’t travel to a location, recorded or live virtual viewings could help. Online messages are helpful before an event. Confirm bookings. Remind people about what they need to do and when to participate successfully.
Make wise content. Image: Unsplash
