As many of my readers know, I’m a big fan of original content. Truth is, I can’t get enough of it. I’m constantly looking for new and innovative ways in which brands and content creators capture our attention. Caterer.com’s, Little Gordon, Ashton Kutcher’s, Blah Girls, Will Ferrell’s, Funnyordie.com, Seth MacFarlane’s, sethcomedy.com, and Sarah Silverman’s, The Great Schlep are but a few examples of how the entertainment business has evolved online over the years.
But, here’s the problem; too many of these concepts have very limited shelf lives. As a result, marketers and artists need to develop oodles of content to satiate our never ending appetite for entertainment. Consumers like me devour original content in minutes. If the content is good we spread it like a virus across the digital landscape. Within hours or days its possible that hundreds of thousands of people may have seen, heard or listened to these creative vessels. Then in the blink of an eye — they’re old, not relevant and not cool to talk about anymore.
Compound this issue with higher expectations from marketers and consumers for the fit and finish of these creations to be near perfect and you’ve got yourself a big problem. Gone are the days of The Blair Witch Project and handycam independent film makers. Now micro-entertainment is animated, polished and expensive to produce. This creates a major hurdle for content creators as the need to fead the proverbial beast is endless.
Think of it like blogging. If you write a story that resonates with readers, they’ll come to your site to read your blog more often. But most top bloggers also know that they need to replenish their content with even better material more frequently — several times a day — to be at the top of their games.
Content creators heed this guidance or you’ll find yourself hanging out with Freddie and Fannie. Look for innovative and inexpensive ways to produce SCALABLE content that goes viral based on its merits. Once you’ve accomplished this, rinse and repeat often.