Digestible, Distributable Content

In some ways, Kevin Rose and his Revision 3 partner, Alex Albrecht have become symbols of user-generated media. Their podcast show, Diggnation was one of the first out of the gate to build a substantial audience, and most recently, Kevin Rose was selected as one of Tech Review’s “2007 Young Innovators Under 35.” Kevin was selected because of the impact he’s had on the way people consume through online social bookmarking and community rating or “digging” stories up or down. You can read more about it here, but here is an excerpt:

Digg, mixes blogging, online syndication, social networking, and “crowdsourcing”–which combines the knowledge and opinions of many individuals–to create an online newspaper of stories selected by the masses.

If you are not immediately awe-struck by the effective combination of community and technology then know this – Digg receives more than 17 million visitors to the site each month. Obviously, there is a substantial user-base who enjoy consuming, contributing, and interacting with content in this way. But aside from Kevin’s recent recognition, this is old news.

What really prompted this blog post was a interview (see below) with Kevin Rose at MIT. It resonated with me because I have recently been doing some social marketing work for a client, and a major part of it is creating and distributing content that can be consumed in a multitude of channels to reach the widest possible audience. Seems simple enough, but a lot of marketers only make it part way, or they leave out one little piece like, providing an embed code for their videos, syndicating content through RSS, or actually going where the audience is to carry the message further.

Are consumers’ habits constantly changing? Are there preferences more customizable? Are you less in control of your brand? Can the struggle to continually be relevant be difficult? Yes-Yes-Yes-and Yes. But in a lot of ways it is easier than ever before to deliver your message, assuming, of course, that it is actually something people can relate to and want to see, hear, and pass on to others.

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