Understanding meaning and usage of Content in the age of Internet, Social Media and Digital Marketing
OdishaPlus Knowledge Series
In the media, communication and advertising world, especially in the digital and social media age, content plays a vital role in engaging audiences and achieving business objectives. Thus, understanding the meaning, usage and interconnectedness between the three key concepts – ‘Content Development’, ‘Content Creation’ and ‘Content Curation’ – can help a media professional contribute to the effective content strategies.
(a) Content Development
Meaning: Content Development refers to the strategic planning, design and production of content to achieve specific goals, such as educating, entertaining or persuading target audiences.
Common Use: Content Development involves:
- Researching target audiences and market trends
- Defining content objectives and messaging
- Creating content calendars and workflows
- Developing content frameworks and style guides
- Collaborating with subject matter experts and stakeholders
Example: Developing a comprehensive content strategy for a new product launch, including blog posts, social media campaigns, and video tutorials.
(b) Content Creation
Meaning: Content Creation involves producing and crafting individual content assets, such as text, images, videos, or audio, to convey a specific message or story.
Common Use: Content Creation encompasses:
- Writing blog posts, articles, and social media posts
- Designing graphics, infographics, and visual elements
- Producing videos, podcasts, and animations
- Photography and image editing
- Crafting social media posts and tweets
Example: Creating a series of Instagram Reels showcasing a brand’s products and services.
(c) Content Curation
Meaning: Content Curation involves collecting, selecting, and presenting existing content from various sources to provide value to the target audience.
Common Use: Content Curation includes:
- Aggregating relevant news, articles, and research
- Sharing user-generated content (UGC)
- Repurposing and re-sharing existing content
- Creating playlists, podcasts, and newsletters
- Utilizing content aggregators and RSS feeds
Example: Curating industry news and trends on Twitter using relevant hashtags.
Key Differences
- Content Development focuses on strategy and planning.
- Content Creation emphasizes producing original content.
- Content Curation involves collecting and presenting existing content.
Interconnectedness
These concepts are interconnected:
- Content Development informs Content Creation.
- Content Creation provides assets for Content Curation.
- Content Curation enhances Content Development by showcasing relevant existing content.
By understanding the distinctions and relationships between Content Development, Content Creation, and Content Curation, professionals in media, communication, and advertising can develop effective content strategies that engage audiences and drive business results.
(This article has been developed with the assistance of AI tools. Please verify the accuracy of the information before applying it in any practical context.)
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