The future of online content

September 12, 2012 10:28 am

Old technology is changing the face of content – across a variety of fields

When it comes to online content, video is on the verge of winning the relevance race. Sure, some might say it’s not a competition, that traditional media can co-exist with new media with a bit of careful planning and a progressive outlook, but the fact remains that more and more of the content we’re sharing – and therefore consuming – comes in the form of a video clip.

The changing face of news

It seems inevitable that eventually, video will become the main – or at least the biggest – form of online content. At least that’s what HuffPost co-founder Ken Lerer told Mashable last week:

‘You pick the calendar year: When does the web become more video than not? Is it two years? Is it three years? Is it six years? It’s inevitable, and that’s why the time for video is now.’

Lerer has good reason to believe in the future of video – he is about to launch a video news site called NowThisNews that will attempt to compete with traditional, non-digital news channels.

The site focuses on video sharing and viewing through mobile devices, and has brought a number of big names in US media onboard to add weight to the project. While the site is yet to launch and therefore cannot yet be judged on its quality (or its breadth of coverage), we’re guessing that if technology merges with quality content, it could change the way people consume news and signal a big threat to the likes of CNN.

Education through video content

Education is another field in which video content is just starting to hit its stride. The Khan Academy and start-up Knowmia are two examples of how teachers and students can put video content to greater use.

Both sites feature an impressive catalogue of online videos covering subjects from languages to physics, but Knowmia looks likely to surpass the success of the Khan Academy, offering an interactive iPad app (described as ‘iMovie for teachers’) that allows educators to better illustrate their points in video form.

As more is learned about the different ways in which students learn, the availability of sites like these is a great step towards making sure no child is left behind.

Video and content farms

Just as it seemed content farming was on the way out, those cheeky web-ri-culturalists figured out how to translate it into video. Howcast is one such site, and although it can be classified as a content farm, it is essentially the video version of sites such as, providing the creation and distribution of hundreds of thousands of instructional videos. While these videos are of varying degrees of quality, it is the grain of an idea that could translate into higher engagement, social sharing and better search results.

In the battle of the online content forms, it seems we’re all still looking for a bit more action.


The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.


  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →