Content As A Platform

Platform One

Most advertisers see content as a product – something they can produce and release to an audience without third party iteration. Advertisers often pay six to seven figures to produce that content. And, in traditional media, that’s OK because you can pay for X number of impressions (i.e. X number of people that might have seen your content) to validate the high cost of production.

But, if you want to capture earned media through social media (there’s a distinction between the two, which I explain here), then you must think of content as a platform. A platform is a technology platform upon which additional technology (such as applications) can be built. Your iPhone or iPad or Android are built on platformed OS (operating systems), upon which third parties can build applications (or “apps”). Both Apple and Android have robust app ecosystems that are much of the draw for buying their products in the first place.

Any social media technology company worth its salt is platformed. Facebook is a platform, which enabled the unprecedented growth of a little gaming company called Zynga. Twitter is a platform. Companies like TwitPic and TweetDeck (now acquired by Twitter) were built on Twitter’s platform. YouTube is a platform – quite literally for content.

Why build a platform? Because Steve Jobs only comes once in a lifetime, if that often. Steve Jobs had an uncanny ability to predict what the consumer would want in the future and be the first to offer it to them. He built products people didn’t know they wanted. But, most people aren’t Steve Jobs.

The companies that build platforms understand that there is power in the crowd. Opening up your platform through APIs, enables the company to harness the passion and power of third parties to build upon and improve your technology. Steve Yegge explains this brilliantly here.

Content shares the same DNA. There are few people/companies/teams that can produce create content. Even in Hollywood, content created by the most premium content producers and powerful distributors doesn’t always make it. We see it every weekend at the box office and every fall and spring when TV networks release new shows. This is even more apparent with the top print and digital publishers that are competing for pageviews, video views and engagement. And, these are all content producers that produce with the audience in mind. Advertisers, on the other hand, produce with the brand in mind.  With content, as with platforms, the power is in the crowd.

The ease content creation and distribution on the social web has empowered individuals to rival even the most respected premium publishers. The mid-long tail of content publishers is vast as well. And, even the just the socially active individual has a network (Facebook, Twitter, Google+, etc.) through which to create, engage with and syndicate content.

Treating content as a platform through which you can instigate participation, conversation, engagement, curation (i.e. the creation and syndication of more content) will enable publishers to reach scale

Tomorrow, I’ll discuss the 90-9-1 rule and offer up 10 tips for building a content platform.

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