What is content? A quick discussion on content and content channels

“Content is king” was a popular saying a couple of years ago. I haven’t heard that mentioned in a while but it still holds true today. Content seems to be one of those things that everyone knows but no one defines.

Content is any published material produced by a source for an audience. For the purposes of my work, content is generally published material created for or about a business. It might be directed to an audience of prospects, clients, staff, vendors, the general public, or a mix of those and other audiences. I find that content generally falls into two categories – information and interaction.

Content could be written but it could also be recorded as audio or video. It could be static (like a single page in a book) or interactive (like a website that requires user-input). I would also suggest that content should not be confused with content channels. A content channel is a single location or repository for content. Chris Brogan tends to call them outposts. But there can be multiple content present in a content channel.

Take the example of a website: The website itself is a single content channel but there are a couple different types of content: You’ve got the regular static website content –typically a Home page, an About Us page, a Services page, and a Contact page. You’ve also got blogs, which each present individual pieces of content every time someone posts.

Or take the example of Twitter: Twitter is a single content channel but you’ve got the tweets, each of which are their own individual content. And you’ve got the bio, which is a short piece of static content.

[Photo credit: Beige Alert]

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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