Can we do content like Apple does hardware?
Ian Lurie Sep 30 2010
A thought that’s been germinating in my head for some time: People want content that does the same thing. If you can produce online content – text, ebooks, video, whatever – that makes folks want to read it the instant they glance at it, you can get a major internet marketing win.
Apple sells gear that almost everyone wants. Every laptop, phone and other gadget they design has… something that just make folks happy when put their hands on it. No one can say exactly why, but I suspect a lot of it is the fact that their devices are designed and built with a very specific user in mind. They cater to that user, tailor the entire design around her, and then launch the product.
The iPad is a perfect example. I own one, but I usually skip it in favor of my Kindle – I’m more of a hardcore reader. But I’m not the user Apple was thinking about when they designed the iPad. They were thinking about folks who don’t need a full-fledged laptop, want an easier form factor and touchscreen simplicity.
They designed it carefully, released it, and now it sells in quantities that would make Bill Gates jealous.
So, can we do the same thing for content? If we could, it’d be a lot easier to gain rankings, get attention and maybe even get compensated for the stuff we produce.
Getting there starts with the writing, but it extends to:
- Smart typography
- Logical page layout
- Appropriate graphics
- Smart use of lists, headings, etc.
- Great headlines
- Fantastic interface design
So, here’s my question: Is anyone producing the same kind of “I must have this” response with their content as Apple does with their hardware?
Please point me to some examples, if there are any. And no, Demand Media doesn’t count.
It’s late, but these are related
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More