Content is like water

The role of content in a digital communication strategy is indisputable, but there is no content without shape, and contents must be fluid like water, adapting to the channel that gives them shape.

Maria Cabral de Sousa
Nov 16 2021 • 2 min reading
Content is like water

Content is like water is a quote by Josh Clark, a Brooklyn designer, adapted from Bruce Lee's famous line:

You put water into a cup it becomes the cup.
You put water into a bottle, it becomes the bottle.
You put it in a teapot, it becomes the teapot.
Be water, my friend.

This analogy is brilliant, highlighting that content must be responsive, flexible and adaptable to channel. Today my focus is not just on responsive mobile websites and the way content must necessarily adapt to different screens and devices for a good user experience. We know this is not a luxury but a need.

Today I highlight the content, and the power of its role along the consumer journey. Content must adapt to the channel where it will be communicated: website, social networks (LinkedIn, Instagram, YouTube, Facebook … each one in a different way), in the press, TV, radio … 

Here are some approaches that generate different content through stages of the consumer journey:

  • Content that attracts - is the one that makes you stop the screen to read when you are walking around a website; It “forces” you to click on the sound to full video experience in Instagram, it makes you act on a link to “read more” when we're reading an article on LinkedIn … in the end it's the kind of content that wakes us up and makes us stop!
  • Content that involves - is what keeps you “hooked” and captures your full attention.
  • Content that converts - here the aim is to transform your watchers into a lead (e.g., new register) bringing them closer and turning them into a potential client.
  • Content that promotes - is that type of content that promotes sharing by whoever sees it. It is usually done with the aim of being easily shared by those who already like your brand, followers or ambassadors.

The content formats are very varied, e.g., articles, posts, e-books, webinars, videos, photographs, illustrations, infographics, audios - everything that creativity allows.

The important thing is to produce the right content to the right channel. Don't forget contents must be fluid like water, shaping to the channel where they are being released.

Please note, your browser is out of date.
For a good browsing experience we recommend using the latest version of Chrome, Firefox, Safari, Opera or Internet Explorer.