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Audience is dead, long live active content consumers

Matt Kapko | Aug. 5, 2014
Today's hyperactive users present brands with exponentially more opportunity than the passive audiences of years passed. On YouTube, users are seeking out and finding the content they want with no direction. To tell your brand's story there, focus on what happens to that story after it's told.

"I don't think our job anymore is to be storytellers. We're hyper tellers," he says. That reimagined role requires brands to employ equal parts creation, collaboration, curation and orchestration.

Far too many marketers think brand-created content has to be epic and overly produced, but it's even more important to hit the right message, says Solomon. Content curation doesn't have to only come from people unaffiliated with the brand, for example, it can also be derived from your own heritage. He encourages brands to use that authentic history and narrative to their advantage.

"Brands are being built by the power of content curation," he says. "The relationships that people have with brands are becoming more and more like the relationships people have with each other." In other words - a little bit of give and a little bit of take.


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