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Without content, you do not exist


Rick Moranis was one of the most successful comedic actors of the 1980s and 90s. Even now, it’s hard not to recognize him and recall one or two of his movies you’ve seen or is even a favorite.

But Moranis’s wife passed away in the early 90s from breast cancer and he became a single parent. He pulled away from acting and officially retired from live-action films in 1997.

How relevant is Rick Moranis in today’s film industry? Not much. Certainly, acting is a bad example because the content in question is evergreen, can be rented, downloaded and streamed. My children know who Rick Moranis is because we’ve watched Ghostbusters and Honey, I Shrunk the Kids. Both Grant and Katie were born in the 2000s.

But what if Moranis’s primary way to distribute and engage his audience was through blogs, social networks or his website? How relevant would he be to today’s always connected audience? Not at all.

Content is the primary capital consumers use, consume, engage with and share in today’s media environment. If you don’t have content, you don’t exist. You’re irrelevant.

With all due respect to Mr. Moranis, who by the evergreen and global nature of the film industry makes him still somewhat relevant, you don’t want to be the digital marketing version of him. You don’t want to be irrelevant.

You need content. You need it consistently. And you need content that makes people stop and pay attention. I’ve called it “Holy Smokes!” content. Elasticity calls it disruptive content. Whatever your choice of adjective, if you don’t have something for consumers to read, watch, listen to, view or engage with, you may as well close up shop now.

Editor’s Note: Image from Spaceballs (1987), an MGM and Brooksfilms film.

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