Relaunching Content For the Greater Good
Everything I work on is always a work in progress. Everything changes, everything is always in a draft.
It’s not until I hit “publish” or “send” do things take a moment of stasis. When that happens, it is done to the reader, the public. Like putting a tank of gas in the car, driving it around for a bit to make sure it works well enough, only to bring it back to the garage to tinker with it a little more.
It’s been three years since I first wrote down the words “Content For The Greater Good” in a notebook I have since recycled. I’ve done a few passes at the general ideal, fielded a few email conversations around it, tried to develop a few business and revenue models around it.
I drive the idea around, but it still lives in the drafts. My relationship and understanding of content changes every month and I know I am not the first person to have this idea - content that works on a higher level - it is more of the matter: what should I do with this?
Furthermore, what should I let it do with me?
I spent years in Publisher Development, working with website owners who were hellbent on squeezing every last revenue opportunity out of the content they were putting out there. It was mostly garbage. The stuff that wasn’t crap, you sort of felt bad about putting ads against it.
Companies that resell the same four models of wallets made in the same Chinese factory each wants to leverage content to sell more crap Chinese wallets.
Those who make stuff for the love of making it have a message to share with the world, but not the means to produce or share. Brands have the means and the platform but are vapid in their messaging. A few collaborators have figured out what works best.
In the end, everyone just wants to get paid. The greater good is overshadowed by the need to pay rent.
How can I persistently use this idea: “Content For The Greater Good” to challenge the projects I take, the content I create, and the audiences I want to reach with it?
Is it possible to approach companies as a freelancer and say, “I think you could be doing more/ better”?
I’ll has this idea out in public. Stay tuned.