Content without walls.
Platform and channel independence. That’s the killer app of the content marketing world. We’re looking for content that can live in any environment and not only survive but prosper.
Technology per usual is ahead of marketing. The buzz word of the last five years has been “cloud computing”.
“We’re all in.“
Microsoft has bet its future on this technology. You can find it being used to distribute .torrents, ease the pressure on servers and scale up and down appropriately. They’re “all in”, so why haven’t content creators jumped on board?
Fear and a loss of control.
The cloud breaks down and distributes and disseminates bits of information so they can be reassembled later in a more complete narrative. Marketing needs to work and think in this same way.
We can’t rely on our customers being able to see the entirety of an integrated campaign anymore. They’re far more likely to see bits and pieces of content here and there and only have a brief encounter with your messaging.
Therefore, your content has to be both self-contained in messaging and link up to form a greater narrative.
Siloed thinking isn’t intentional, it’s merely a result of people specializing around different mediums; the same hurdles that affect print are very different from those faced by those creating video content.
How do we remedy this sort of thinking? By using the .torrent model and embracing the cloud.
It’s not about one idea. It’s about hundreds of smaller ones. Each with their own benefits, downsides and nuances. If you are able to have these ideas form up into a larger whole? Then you have something worth taking to market.
Where do we go from here?
Start engineering for fully autonomous but interdependent content. (Yes, I’m aware that’s a mouthful.) The previous mode of operation has been to reverse engineer a larger idea and make it fit into places where it can’t survive. The 30-second spot doesn’t translate to a cellphone, nor should it.
Your ideas shouldn’t be restricted by mediums anymore. If they are? You’re already thinking the wrong way.
Cloud marketing: where the sum is an improvement on the various parts but not its entire purpose.