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Why digital brand content is like waste (and what can we learn from this)
Journal of Digital & Social Media Marketing,
10
(3),
231-237
(2023)
Abstract
Digital content is in many ways like solid waste — both have similar cycles of use and disposal, and similar trajectories when it comes to value and property rights. This analogy has two important real-life implications: on the one hand, digital content pollutes just like waste, and it becomes imperative to develop practices to minimise or recycle digital content (something that can yield bottom-line benefits); on the other, seeing content as waste shows how people rarely think of unused digital content as a commodity — something with value and which may be transferred to another owner. This, in turn, highlights the need for standardised methods and formulas for the objective measurement of both the quality and value of digital content.
Keywords: content as waste; digital waste; value of content; content strategy
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Author's Biography
José Manuel Simián is a multicultural digital strategist, editor, writer and television host. He is currently Associate Director of Content Strategy for HUGE, where his clients have included outdoor clothing brands, telecommunication companies, social networks and financial institutions. He has also been Director of Digital Strategy for Capgemini North America, Deputy Digital Editor of HOLA! USA and Editor of About.com en Español. His writing on politics, media and pop culture has appeared in numerous publications. Before this, José worked as a lawyer, and taught jurisprudence and law and literature in Chile.
