You gotta understand the reason!!! Adrinkwith...STAAAAAAAAAAAAAYYYYY DDDDRRRRYYYYYY!!!!!!! this Saturday!!!! Howard Homecoming and Adrinkwithfriends. #essentials #whiskey #shots #women #dayparty #Adrinkwith
A continuation of this brief series on content. To the third question...
3) Content is an incredibly abstract term, what does this 'year of content' even look like as a product?
To tackle the final question, I'll post a series of examples. The following is (a short list) of companies/products that have content as a core strength.
Medium -
Here's how co-founder Ev Williams describes the idea behind Medium in one of the site's first posts:
It’s not too late to rethink how online publishing works and build a system optimized for quality, rather than popularity. Where anyone can have a voice but where one has to earn the right to your attention. A system where people work together to make a difference, rather than merely compete for validation and recognition. A world where thought and craftsmanship is rewarded more than knee-jerk reactions.
Truth be told, we’re just starting the journey of figuring out what all that means. We have an amazing team with a ton of relevant experience, but we’ve built just a sliver of what we have in mind. And we know it will be a learning process as we go.
The most simple way to describe Medium for those who haven't seen/read about it is by the way people have parodied it.
What interests me most about Medium (aside from the quality of writing--remarkably high) is its potential.
The team is experimenting and expanding in a way that pushes the limits of what we currently think of as an web-based writing tool and product to aggregate/consume content.
I've often found blogging to be fairly static. Medium's posts are not seen as still pieces in isolation; they are grouped in 'collections'.
Each collection can function as a place for discussion. One can explore multiple viewpoints on a given topic.
This is smart.
As a writing platform, the process is incredibly seamless. Tools and editing software is built into the drafting page and while the features are limited--creating a similar aesthetic across the site--they are simple and incredibly easily accessible.
This is also smart.
I'm excited to continue to be pleasantly surprised as the team roles out new features and redefines how we optimize online publishing.
[Full disclosure: I was invited to contribute writing to Medium's current Beta version. So, I suppose that I have an interest in the site beyond casual observer. Truthfully, this interest is limited to a strong early connection to the product and their Obvious Corp sister site, Branch.]
Made Movement -
Made Movement is a marketing agency dedicated to supporting a resurgence in American manufacturing.
I believe in on-shoring--that manufacturing will return to American soil.
The story here is simple. Made Movement and other companies have proven that consumers will pay for specific, strong content.
Content, in this case, refers to 'high quality' and 'Made-in-America' branded goods and apparel.
Made Movement built a site, The Made Collection, that curates goods and the stories behind them from various American manufacturer.
This fantastic use of content differentiates the collection from ten thousand other ecommerce sites.
I know that many sites and stores have been and will continue to fill similar niches. This case stands out for me for two reasons:
1) I believe manufacturing in America will be an important economic theme in the coming years
2) The Made-in-America aesthetic is centered around the idea that this content is high quality and valuable--two important components in understanding the tangible value of content
Stores that focus on content--on products and the quality, stories, and experiences that define them--are well on their way to becoming the future of ecommerce.
A Drink With -
Chicago's A Drink With is based on a simple premise...
The two founders, Kelly and Hillary, have a drink with Chicago's 'most fascinating entrepreneurs, chefs, celebrities, artists and athletes.'
That drink turns into a feature--part prose, part photography--of the conversation.
Kelly and Hillary do amazing work. They've sat down with individuals from a diverse array of backgrounds and turned a drink into interesting, relatable, and intimate stories.
[Credit: A Drink With]
Over and over again I've heard friends mention their love for A Drink With.
There's not a better compliment in the world for a company or product than having their users/consumers/partners feel an emotional connection with the brand and market it to friends without prompting.
A year ago, people shared Business Insider and Huffington Post click-generating slideshows to friends. These headlines are crafted to grab attention, and the content is often poor.
A Drink With is catching on and spreading because the content is the opposite--incredibly strong. And as an added bonus, the design is clean and attractive--helping signal just how valuable and interesting the features are.
So, why is 2013 the year of content?
Because a year ago we were reading articles in isolation. We struggled to find published material of depth and quality, designed and collected in a way that was visually pleasing and that encouraged consumption and conversation.
Now we have Medium.
And because a year ago, many would have viewed online shopping as an terrible experience, a source of cheaper goods and ugly user interfaces.
Now we have sites like the Made Collection (and countless others) that feel like personalized boutiques. We can find the goods we want and content that provides curated recommendations and stories about those goods.
And because a year ago, I had to click through a slideshow of the 20 most interesting people in some field or another.
Now I read beautiful features on an amazing city and passionate group of people on A Drink with.
#project hail mary
#lana del rey
#photography
