I’ve been thinking a lot about the phrase “Content is King”. I agree that one of the keys to a successful online strategy is creating content actually worth reading. However, isn’t it important that people actually SEE your content?
In other words: it’s all about delivery.
Print / Newspaper
Over the last decade, we have seen a decline in traditional newspaper sales and a spike in readership of online blog sites. Is this because of poor content? No. It is mainly a function of delivery and cost. Why would I trudge down to the newsstand when I can get all the news I need delivered to my laptop? Or, why even open my laptop if I can just get it delivered directly to my iPhone? The same concept applies to the new e-book readers such as the Kindle, Nook, and the much anticipated iPad. These small devices make the concept of lugging around a bag full of heavy books seem absurd in comparison.
Television / Video
Over the next ten years, I think we will see a major decline in traditional cable/satellite devices, as the major networks move toward delivery via the internet and mobile devices. As of right now, I can watch most of the shows on-demand, or have them delivered to me via iTunes, essentially making my cable box useless. Soon we will begin to see proprietary set-top boxes replaced with small inexpensive computers running Boxee or a similar program.
On-Demand
Netflix understands the concept of multiple delivery platforms, and has embraced it fully. Netflix Watch-It-Now allows Netflix subscribers to view on-demand movies and TV shows, some of which are currently running in primetime (Netflix picks up the NBC show Heroes the day after it is broadcast). As of today, Netflix will deliver this on-demand content via a slew of devices, including web browser, game consoles (XBox, PS3, Wii), Roku (a proprietary streaming player), Blu-Ray players, and internet connected TVs.
Content is King? Sure.
But a king without subjects isn’t very powerful, don’t you agree?
Photo credit: Tom Raftery




