IMPLICATIONS FOR MARKETERS The development of content has a bit of a Goldilocks air to it: sometimes you’re too hot or too cold, and sometimes you’re just right. Although it could be said that distribution channels can be modified to suit the content (or the other way around,) at the end of the day, the audience dictates the dynamics of marketing communications. It would be inefficient for communicators to produce large amounts of content that won’t see anything but the bottom of a playlist or an obscure Tumblr feed. A supply focus to content creation can lead to a surplus of information that will overwhelm and turn off your audience. Sure, you might strike gold with a one-in-a-million piece of content, but that is a long-term gamble some brands can’t afford to take. Creating content driven by a fear of falling behind or being out-produced is a misguided pursuit. Our efforts are best invested in figuring out first what makes our audience tick and how and when to bring a message to them. At the end of the day, content rules no one. So here’s a new line for all you Communications 101 students: Audience is king.
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