The structure is shaping the content, McLuhan was right when he said “the medium is the message”. Blame it on social media, SEO or analytics, the truth is that digital media is having a tremendous impact in how content is done and perceived these days.
SEO, SEM are changing content
SEO, the new kid in town, threatens to limit creativity, quality, even the use of written language thanks to natural search’s very specific requirements:
“You are not only a Journalist. Your area of expertise now goes beyond that. You are a Content Developer and Strategist”. This is what my supervisor told me. It sounded like all my career goals had been finally stamped on my business card.
But is the above definition what I dreamed of when I got my Journalism degree almost 20 years ago?
“Engagement” is the new word for anyone who is in the field of communication. Wether it is Journalism, Marketing or Social Media, engagement is the new frontier, the new set of tricks you use to keep your audience loyal.
Engagement happens mainly through a social platform. It is about starting a conversation around an idea, rather than just communicating the idea. It is multidirectional communication.