Resonance Inspires Content
2010/09/06 1 Comment
Resonance is an important factor in internet marketing and inspires and drives Twitter’s advertising business model.
What is Resonance?
Resonance is a similar focus or purpose or interest and often it can be measured easily by understanding the stories active or top of mind for people or content. On simple way to determine an affinity of resonance in people, objects, places, spaces, events or time is to assess the similarity and differences in perspectives or stories.
While this is evident when looking at resonance between two people, except for the case of different perspectives which we will address later, how does this work when you compare perspectives of people and objects?
One simple way to understand how people can resonate with objects is to define the object a product being offered for sale. Products are concieved as an idea, designed, manufactured and taken to product and in most importantly, wrapped in stories to convey learning about the value of the product to future customers, how to deliver or repair the product and how the product should be made in order to deliver value to its buyer and profit to its seller and manufacturer. Products resonate according to the stories in which they are wrapped as they proceed and mature from an idea to delivering value to a buyer.
Content is Shaped by Resonance
Once we know the perspectives or stories important in relationships then we can employ content to increase or decrease resonance. Yes, it is true, sometimes you want to push things apart as in slowing down demand for a product that we won`t be able to deliver until next month or next quarter or perhaps is not as profitable or where we have a temporary quality issue.
Content has both Wayfinding and Product Values
Content has two unique values and is more than a story or image or brand as it may be used to convey learning, it may be used to help people find things and also be created as a product as is the case with publishers or a wayfinding tool as is the case with search engines or street maps. The form that content takes depends on its use and its use depends on where content is valuable.
When content is used as a wayfinding or navigation tool, such as in search engine optimization or SEO, content is usually crafted to attract the attention of search engine spiders to specific website pages or other content which has product value. The wayfinding content must resonate with both search engine spiders and searchers or people find it and use it to visually navigate to the space where they find answers to their questions or to help them refine their questions according to new perspectives encountered.
Resonance Inspires Content
It is the wayfinding value of content that must resonate with people and while wayfinding content is valued highly, look at Google’s stock value, it must also be changed constantly as searchers use different words and perspectives to describe similar problems on a regular basis. Indeed the way searchers describe virtually identical perspectives changes about 30% per month so that in less than three months any product description must be modified according to ‘old school’ search engine optimization methods. Ask yourself how you describe something you need today and observe how this changes constantly and while 30% may seem high it is still significant even if the number was 10% or less and this is one of the reasons why Google, Yahoo and BING are moving quickly to semantic SEO where different descriptions of a problem will yield similar or different search engine results depending on the user context or perspective.
Content must change to accomodate changing customer perspectives, questions, problems or objectives as needs and markets never stand still, they always change. This is one aspect of resonance and the way we describe out products and where we deliver content to attract searchers or customers to our products or content is the other aspect of resonance inspired content.