The Case for Content Democratization
Content has always been known to be king, but who does it preside over? And was it democratically elected?
For a long time, the production of high-quality content was controlled by big media houses and content agencies. With the proliferation of SAAS platforms and CMS’s, the agency of content creation has been given to the people. More and more we see affiliate marketers, social media influencers, and thought leaders on LinkedIn producing top-tier content for varied audiences. This is possible because content is the democratically elected king of online marketing.
What is Content Democratization?
Content democratization is the practice of giving the power of content creation to the everyday person. Rather than rely on media houses, news agencies, and digital agencies, the layperson can curate and create their own content.
It’s an amazing paradigm whose effect has been boosted by platforms that empower consumers of content to become content creators themselves. Canva, Vimeo, Youtube, Substack, Wix, Instagram, TikTok, and Unsplash, are all platforms that enable content democratization.
The Import of User-generated Content
The peculiar way in which content democratization is changing the business landscape is easily visible on Quora. The recent introduction of Quora+ is proof that content democratization is super lucrative. The entire Quora platform thrives on user-generated content. And now, by allowing regular people who have the knowledge, to take center stage for content creation and get paid for it, Quora+ is capitalizing on the greatest resource on the internet — user-generated content!
The SAAS revolution is a result of the widespread adoption of content democratization. Businesses are now modeled in a form that empowers users to create content.
Every social media platform was built on the foundation of user-generated content. The algorithms used by these platforms favor content creators that are consistent and that’s why social media influencers can be so successful.
Is the trend going to change? I think not. I believe that we’ll see more and more platforms adjust to this new paradigm to make the most out of it. Google, the search engine giant leverages user-generated content to serve its curious consumer base. In doing so, Google is able to generate lots of dollars in ad revenue.
Ultimately, I believe the next big content marketing shift will be inspired by platforms that leverage the limitlessness of user-generated content. As with every trend, the early adopters make the biggest bucks and inspire widespread adoption by the masses — they also take the biggest risks, so be inspired cautiously.
My advice; find a place in your marketing strategy for content democratization.