Think Media, Not Medium
I just downloaded the audiobook version of Mitch Joel‘s book “Six Pixels of Separation: Everyone Is Connected. Connect Your Business to Everyone.”
I bought the hard copy of the book two months ago when it was first released. So why get the audio version too?
Books just don’t work for me any more.
I love books. I have a stack of books in my office and a full bookcase in my home office. I love being able to hold, see, wave-around and annotate the hard copy of something as I consume it. However, I’ve had this book for two months now and am only half-way through.
On the way home from work yesterday, I got through more of the audiobook than I’d consumed in the last two weeks via the hard copy, despite being on vacation.
Communicators: Think beyond one medium
It’s all too easy for us to think in terms of individual communications channels. PR folks do their thing; advertising folks do their thing; maybe the social media folks do theirs too.
That kind of thinking isn’t as effective nowadays, where people are used to consuming information in the way that they want. A ‘book’ doesn’t work for me, but the same content in a different medium is perfect.
As communicators, I think we need to move towards what I think of as a medium-agnostic approach to communications. Part of that is reaching your target audience wherever they inhabit, so each person can consume information in the way in which they choose. So think – are you re-purposing your content wherever you can?
It’s all about making your customers’ lives easier. How are you achieving that?