There’s a very simple, very elegant article over at the blog Lateral Action that helps to communicate the potential power and impact that every piece of content you publish on the web can have.


The writer, Raj Setty, posits that there are nine ways that readers can respond to a piece of online content. These range from no interaction — they skip it altogether — to high interaction — they actually subscribe to your blog.

They less they interact with that content, the more ignorant they are, Setty observes. And they more they interact, the higher their value is to you.

While the schema is designed to help writers think about how to make their blog posts more impactful and meaningful, it has important insight for marketers who are beginning to explore the social web.

The essence of the social web is the ability to easily create, share and interact with content. While the outcome of these tools is often referred to as a conversation, that conversation is most often sparked by some form of content.

Marketers typically think narrowly about content. It’s formatted, pre-planned and packaged into a format designed for specific uses, like a sales kit or a print ad or a radio ad.

To leverage the real value of the social web for marketing, content has to break out of this narrow definition and become something more constant, organic and real.

As a marketer diving into the social web, the filter of “Transform,” “Leverage” and “Engage” become a good framework for creating a content-rich marketing plan.

What can you share with your audience that is consistent with your brand, reflects your customer experience and has the potential to create high value with low ignorance?