Growing Demand Blog

A few weeks ago I spoke at the Web 2.0 conference about adding value back into the content equation.

I made the general point that while writers have seen the marketplace value of their work decline over the last decade or so, experts have seen the value of their work increase. What’s the difference between the two? In a word: Data.

The truth is that in the world of content, value is directly tied to credibility. And in today’s landscape of social media and open-source analytics, credibility can be measured. Subject matter experts who master the use of data available through these and other tools, and who truly understand their audience’s interests and intent, will be in a position to command premium prices for the writing they produce. As well they should.

At Demand Media, we have always believed in the power of data. We regularly listen to millions of consumer signals, we create content that our data tells us has value in the marketplace and we connect that content – as well as the individual who created it – to consumers around the world.

As we continue to evolve alongside the media industry, we have moved towards more expert-driven content that dives deep into specific topics. We continue to see the value of expert knowledge, practical tools and informed and intelligent entertainment. From our vantage point, today’s digital content equation generates more value than the traditional media model could have ever delivered – both for expert content creators and for consumers alike.

And we think that is truly exciting.