Content is present, Dynamic Content, the future

I have been questioned many time in terms of how social media and web crawlers make life different in the business growth of a firm. The answer is simple. If somebody needs something, they go looking for it. Now, if somebody has that something, it has to be made available all the time. It is a question of 'search and find', that is availability of supply of a product or service, when somebody needs ( demand) it.

Now this concept of 'web search' and 'social media' have evolved into SEO and SMM - that is use of the right words, to create awareness about your presence, your product and your availability. Now that is an 'as-is, where-is' approach - that is show what you have, then the web and Social Media pick them up for a possible customer to look for.

Now, that addresses the place and the time element. What is missing is anticipation. Now, if I have a product that is still finding its market, or I have an idea which is ahead of its time, or I am niche, I would have to play the 'content' card carefully. Because, creating awareness is one thing, anticipative revenue out of it is different.

Dynamic content is the future

Consider this situation - there are so many product companies evolving now in India. Each product addresses a specific challenge, and this challenge itself is not known to people. I have put my website, I have the SEO champs grind words across, but what is key is that - whether people know about challenge itself to buy the product. And if you dig deep, we will actually discover that a 'content road map' emerges.

A content road map is to understand where the customer / industry / market lies presently and how progressively the market can be moved to create interest in the challenges, and therefore the benefits a product evolves. This can be done through dynamic content - through an organized content strategy.
The key design objective of dynamic content is the feedback from the audience - or people who we are looking to engage. This audience group will also shift, expand and change over a period of time. Hence the content road map, addresses both dynamism of both content and audience.
The future of anticipative, proactive marketing will be dynamic content.

For more on dynamic content strategies - please write to ashok@cherunathury.com

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