For that matter, what is content?  It’s a word that we hear a lot these days but it’s almost too broad to define.  From text to music to video to games and movies and more, content is the catch-all term that describes the massive stream of information that defines our times. 

The term seems to be naturally associated with the internet, and for good reason: Technorati, a blog search engine, has well over 100 million blogs indexed and Netcraft indicates that the number of websites in the world is fast approaching 200 million.  There is simply a lot of content out there.

But what is the purpose of all this content?  Who is it all aimed at and what is it there to achieve?  These are the questions behind this article’s main question: what is content development?

Creative Writing with a Plan

The one common element to the wide range of content out there is that it all serves a purpose.  No one creates content without wanting to communicate something to someone, somewhere.

Every Facebook user in the world creates content: why?  For many it’s just a way to keep friends and family updated about life events, or a way to give their political and social views a voice – or both.  The reasons vary, but there is always a reason.  Usually, those reasons aren’t clearly defined, and don’t need to be; you don’t have to have a plan to create content.  But you do need a plan if you are going to develop content.

What’s the difference?  It really comes down to how clearly defined the purpose of the content is.  I can slap a bad haiku on a webpage and that’s still content, but who is it for and why?  And yet, if I plan out a series of haikus to promote my most beloved cause and publish them across a wide range of platforms, that’s focused content.  That’s content development. (Although not the most popular form these days…) It uses all available and appropriate tools to deliver the message; poetry, video, SEO, Twitter, direct mail outs – whatever fits with your message.

Business Plan = Content Plan

The best sales manager I ever had told me a few times that “all life is sales”.  He had a point.  Don’t get me wrong, I’m not trying to promote unbridled commercialism in all aspects of life, but I do think that his statement aptly points out a fundamental element of communication: to get the point across.  For my sales manager, the point was to make a sale.  What’s your point?

My point is this: good content can be defined in a number of ways; popularity, aesthetic appeal, informational value etc, where good content development is defined by how well you use your content to deliver your message and help you communicate.  The first step is knowing what your message is, who you want it to reach, and why.

By Ivan Larcombe