Content as a Consumer Product
We live in an era where digital content is omnipresent. Whether on social media, blogs, or streaming platforms, everything is "content." This terminology is so ingrained that even artists today define themselves as "content creators." But what does this really mean for the quality and intent behind our work?
The Origin of the Concept
The term "content" truly gained momentum with the advent of the Internet. In 1996, Bill Gates wrote that "content is king." His intuition was that digital content would become a major source of revenue. Today, everything from blog posts to Netflix films is grouped under this label. But this generalization has also led to a devaluation of quality and originality.
Why I Stopped
I realized that the race to create content at all costs was taking me away from my true goal: producing meaningful and high-quality work. In 2018, I quit my job to launch my own company, a "content business" as many would describe it. However, as I embarked on this journey, I began to see the limitations of this approach.
The Numbers Don't Lie
Studies show that content saturation on the web has led to a decline in engagement. According to a HubSpot study, 55% of visitors spend less than 15 seconds on a web page. In this context, producing more content is not the solution. What truly matters is the relevance and impact of what we create.
A New Approach
Instead of focusing on quantity, I decided to refocus on quality and authenticity. Take the example of Michelangelo and his statue of David. This masterpiece, although ancient, continues to captivate millions precisely because it is unique and timeless.
Creating Real Value
This doesn't mean we should abandon digital, but rather we should create with intention. The goal is to produce content that truly resonates with the audience, that educates, inspires, or entertains in a meaningful way.
Conclusion
It's time to rethink our digital creation strategy. Success is not only measured in views or clicks but in real and lasting impact. Are you ready to transform your way of creating?
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