When we spend so much time generating online content, it can sometimes be hard to remember that it’s also important to cultivate content.
That is to say that generating the content is only the first step. You also need to present it properly to best serve the audience.
What I’ve seen happen in some situations is what I call the “shoveling” method of managing online content. This is when content is simply shoveled onto a site without much regard for how it’s placed or, more importantly, if it’s even needed.
The audience is busy. They don’t want to sort through all the shoveled content. The audience wants you to tell them know what’s most important. More importantly, they might not want or need everything you’re offering them.
We all know that quantity is important for generating traffic, but what you DON’T produce sometimes matters as much as what you DO produce.
There’s no shortage of information on the internet. Users can find it. What they really need is someone to cultivate it for them. That might be the most valuable skill for tomorrow’s digital journalist.
