Conversation is the Ultimate Content

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Make your content focused on conversation instead of thinking of yourself as a media business like so many are now preaching. Instead think of your brand as the people who make it up, and change the focus from “Convince & Convert” to “Converse & Convert!” Content creates conversation between you and more importantly amongst others. 

Remember, it is not about how many people are having conversations with you, but about those who are lurking, watching, and participating vicariously, and sharing elsewhere… that is where, and how, it scales. This is a big part of how Duane Reade went from 900 Twitter followers to over 2 million and drive sales via an omni-channel, parallel persuasion approach to social. Conversation “is” the ultimate content.   #RonR #H2H



Post Author
Ted Rubin


  1. posted by
    Aaron Crowther
    May 19, 2014 Reply

    Absolutely agree Ted. Content that makes a difference requires an understanding of communication as an art form, technology as an enabler, and how businesses function and turn a profit.

    Content has to be outcome oriented. It has to initiate conversation.

    I posted a few of my thoughts on how people can do that better here:

  2. posted by
    Ryan Biddulph
    May 19, 2014 Reply

    Hi Ted,

    Amen 100 times over. How did Facebook become a heavy, or twitter? Conversations, appearing as content. Content/chatting, content/engaging, content/talking. Billions of chats, on these networks, and heck, virtually all massive empires are built on the same idea. A fireside chat-style approach is the ultimate content indeed.

    Thanks Ted!

    • posted by
      Ted Rubin
      May 19, 2014 Reply

      Yes indeed Ryan… perfectly stated.

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