Loads to dive into here Gabriel Stein. Really glad you wrote it.
We have historically thought of content-based businesses as a two-step dance routine of creation and promotion. To date, social has largely been a promotion vehicle — a channel through which we can find new audiences and woo them back with clever lines and parallel construction to our home base. The website. We lure people to the website because we control it. We have the data behind it and the ability to generate revenue from it. The website is the store front.
I think the main reason off-site content efforts become brand plays is because right now, we really can’t measure them in meaningful ways. Nor can we generate revenue from them all that much. We can only watch from afar as people interact with them and feel good about the quality of that interaction. Often when we know something is good but can’t quite point to the reason why, we call it brand.
But what if, the analytics were there. What if the conversions took place there instead of on the website. Wouldn’t these promotion channels then just become satellite store fronts? Extensions not just of the brand but also of the business? I’ve been watching closely how publishers and brands are starting to use messenger apps, not as messengers but rather as conversion points themselves.
Is it possible that we’re just waiting on the analytics and technology to catch up? And that when they do, businesses like content will be everywhere?