We’re now in the Content Economy

Algorithm-friendly content by Glossier

We’re now in the Content Economy - Experience Economy, Attention Economy, Content Economy.

Where brand communities and brand connections are made on their content.

You can become a super influencer making millions, with your content.

You can launch a new brand, add a commerce channel, be a 7 figure retailer in 6 months, with your content.

But, every marketing channel is saturated.

The next audience is already over the noise.

The platform is critical (TikTok, Insta, YT, Li, potentially Snap) - but must be considered part of the creative.

You cannot carry-on-as-usual (great film) and ignore the algorithm. It’s part of it.

The best way to understand the algorithm is to feed it daily, see what ‘it’ (your audience) likes, then feed it more.

Our industry should consider Always On content for this purpose, for that is its purpose.

Always On content must find your new audiences, find what content they like, take your brand to new places.

The challenge then? Can you be both prolific and good.

Getting Always On right means your audience carry your message for you.

You make money whilst asleep.