The supremacy of Content in Communication is well established
by now. For effective communication there has to be relevant content. So the
real question should be “Relevant Content for Effective Communication”. Communication
involves a Dialogue and for the dialogue to proceed the content has to be
relevant otherwise the Communication becomes a Monologue.
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| Image Credit: www.finesepr.com |
Nobody wants a Monologue. However
in the present era with multitude of sources for content, it is a challenge to
identify relevant Content. Most of us approach this problem by trying to
identify the target audience and the content sources catering to the audience
to create relevant content. However this has its own challenges. Multiple
streams of the same content have to be created to target multiple audiences.
Most of us fail in this challenge especially due to the fact that by the time
we create the streams, the audience has lost interest or has moved on. This is
because we are living in an era of instant news and gratification. The
bombardment of information is so huge that somewhere the information givers
have forgotten the capacity of the Downloads.
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| Image Credit: www.woodst.com |
My suggestion for nimble footed
amongst us is to work with the content that we have, instead of churning out streams
of content. Every bit if content is relevant to some audience somewhere. All we
need to do is identify the relevant audience instead of creating relevant
content. Once we upload our available content to the target group, based on the
response, we can go ahead with the decision to create or not create further
streams of content. In military parlance, I would call the Scud Missile
approach whereas what we all are trying to do is undertaking a Carpet Bombing
approach.
In today’s fast paced world, what is
news now will not remain news in a few hours from now. So instead of chasing
news cycles, we should be concentrating on creating something which is relevant
to our own ecosystem.Relevance will automatically generate News and that too
with credibility. Once the credibility of our content is established we can be
sure that our content will always find relevance.
