#014 – Paper to Pixel
Digital content is here to stay
Published on June 18, 2018
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What do vinyl records, slide film and hardcover books have in common? Yup. They’ve all become niche media. Streaming video, online newspapers, ebooks so on and so forth have taken over. Digital content is here to stay. The landscape is only going to get more saturated (said with no hint of irony). The real new frontier is where your content is published and distributed. Going from paper to pixel is a no-brainer.
When we first brainstormed this episode it was pretty much a no-brainer. The initial idea was to essentially make a list of all the traditional media that has fallen by the wayside to be transformed or resurrected into their current digital incarnations. Boring.
So, we dug deep and here’s an episode worth getting out of bed for. The fun part in this age of digitised information is in looking for less than obvious channels to distribute that content. And boy, the sky’s the limit here.
The thing about making good digital content or making good content digital is that we’re in an unprecendented era of being able to reach a massive audience without having to invest in very expensive infrastructure.
Maiking Digital Content is F U N
We’re suggesting that any channel can be repurposed for content distribution. Kickstarter for example. It’s a great place to do something completely out of left field. Chris created a comedy channel there called Ratschitte Industries which yielded some really interesting data.
April Fools’ is also another good excuse to make waves where you normally wouldn’t. A good way to protect your brand and still allow for some silly fun. Here’s an example from REI (the outdoor brand) that went viral. Introducing the ZipAl. A quick Google search will yield a great many brands that have leveraged April Fools’.
The takeaway here is in the clever matching of alternative channels and slightly left-of-centre campaigns. Beat your competition in the digital content stakes with alternative and innovative content.
If nothing else, it’ll be a blast to make and do.
PS Making good useful content on a regular basis should still be a cornerstone of your marketing mix.
Image Credit – Pixelated Jesus by Justin Grimes
