WYSKR's strategy is to create a digital content engagement platform designed for "the new marketplace of ideas."
What is the new marketplace of ideas?
The expression "marketplace of ideas" was originally used as a metaphor in a 1953 US Supreme Court decision relating to freedom of speech.
The new marketplace of ideas exists in the digital realm and is real, not metaphorical.
Your organization is competing in the new marketplace of ideas if it's:
- Producing and distributing digital content online
- that's intended to advance understanding on some relevant topic or subject
- as an "inbound" way to engage with customers.
If you work in a role or in an industry where "content is king" - like media, branding, marketing, advertising, consulting, thought leadership, learning or events - you're probably competing in the new marketplace of ideas.
What are the key characteristics of the new marketplace of ideas?
Increasingly, the new marketplace of ideas is the best way for a variety of organizations to engage with customers. Traditional "outbound" ways of reaching customers via promotional content and interruption-based distribution methods are becoming less and less viable.
Until recently, producing and distributing content intended to advance understanding on some topic was largely the domain of "traditional" publishers. In the new marketplace of ideas, that domain has expanded to include brands, marketers, advertisers and a growing list of others.
Until recently, it was the customer's job to find the content. In the new marketplace of ideas, it's the content's job to find the customer.
To sum up, in the new marketplace of ideas: 1) the stakes are higher, 2) the competition is greater, and 3) the usual way of doing business has been turned upside down.
If this sounds like your world, stay tuned. The next WYSKR blog post will address the change in the way curiosity is being used to drive engagement with digital content in the new marketplace of ideas.
President, WYSKR Inc.