This is the third in a series of posts contrasting the ‘old’ rules of the media and the ‘new’ rules that are necessary for success in today’s rapidly changing digital landscape.
Old Rule #3: The Web Is Just Another Distribution Channel For Traditional Media’s Content
There are many traditonal media types who, believe it or not, still see the web as a place for either marketing or just dumping existing content ‘as is’ in the hopes of making a few bucks.
It is precisely because the web is so flexible that it seems obvious to simply put up your content there, exactly as it was produced for a traditional medium. For example, you’d never run a radio program on television because it’s only audio, but you can put up audio programming on the web and it’s just fine. You can’t put a TV show in a newspaper, but you can just put an entire TV show on the web, as is.
It is this ease of ‘copying and pasting’ content on the web that often leads to a lack of thinking about serving the unique needs of the audience online.
New Rule #3: Customize The Content For The Medium
Again, it may be easy to say, “why bother customizing the content? I can just repurpose my existing content because the web can serve up audio, video, photography, text, and pretty much everything else I can think of.” However, put on your ‘audience hat’ and think hard about how you use different types of content on the internet in VERY different ways than you use traditional media.