Search the phrase “every company is a media company” and you’ll get a litany of articles and posts from social media influencers about how digital content creation skills are the key to generating revenue in the network age. Their argument is that you win purchase consideration by creating content that gets found by prospective customers through search or social media. But if you think about it more deeply, it becomes apparent that while content is critical, the technology we use to locate and consume content is the bigger, more sustainable play.
How many companies can you count that reached billion dollar unicorn status by relying exclusively on a third-party technology provider for access to their customer base? If you depend on Amazon or a social network, you’re performing on someone else’s stage, and they can give you the hook at any time. Obviously, having the digital media literacy to create compelling content is important, but popular online destinations and…
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Source : fastcompany.com
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