Content creation is the creation of content, especially digital content, for self-expression, distribution, marketing and/or publication. Typical forms of content creation include maintaining and updating web sites, blogging, photography, videography, online commentary, the maintenance of social media accounts, and editing and distribution of digital media. A Pew survey described content creation as the creation of "the material people contribute to the online world."
Eight percent of Internet users are very active in content creation and consumption. Worldwide, about one in four Internet users are significant content creators, and users in emerging markets lead the world in engagement. Sixty-nine percent of American and European internet users are "spectators," who consume--but don't create--online and digital media.  The ratio of content creators to the amount of content they generate is sometimes referred to as the 1% rule, a rule of thumb that suggests that only 1% of a forum's users create nearly all of its content.
According to David Meerman Scott in his book, "The New Rules of Marketing & PR," content is king. It drives action. Personality of the organization should also show to give off a specific image.
Content versus Design
Design should not outweigh or overpower content. Users come to digital media sites for plentiful, accurate information; if style is prioritized over information, the source loses authenticity. "A nice looking website is nothing without noteworthy content. Content should be your starting point and then you can worry about how it looks."
PR Practitioners as Publishers
A public relations practitioner's top priority is to cultivate relationships between clients and target audiences. In the new age of digital media, this is typically done online. Therefore, it's important to develop a content strategy in order to illustrate the client in a credible, resourceful light. Some questions to consider while creating content are: What action do we want people to take? Are we selling, or creating a positive image? Other questions?
- Lenhart, Amanda; Deborah Fallows and John Horrigan (February 2004). "Content Creation Online". Pew Internet and American Life Project.
- Horrigan, John (May 2007). "A Typology of Information and Communication Technology Users". Pew Internet and American Life Study.
- Sverdlov, Gina (January 2012). "Global social technographics update 2011". Forrester.
- Meerman Scott, David. The New Rules of Marketing & PR. 3rd ed. N.p.: Wiley, 2011. Print.
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