In Content is not king; People are, Faris Yakob says:
stealing from Duncan Watts and Henry Jenkins and many other smart people – you cannot create content that will be successful, that will earn attention, that will be shared. You can only create content that has a better chance of being successful. Even more so in the stream – where content has many different functions beyond simple consumption.
I agree with Faris, the depth is in the exchange, in other words, what we/people put into the action of sharing, and not so much in the thing that is being shared.
Watch the video interview# with Ze Frank about BuzzFeed video production unit for more ideas on how to orchestrate the creative process in a way that supports rapid content creation at testing in real time.
I had the good fortune of being able to spend a few hours talking about the creative process with Ze Frank, a fellow European (cultural references matter a great deal), several years back and appreciate the deep working knowledge and experience he brings to bear.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.