Once upon a time, there was a king that owned lots and lots of content. Now this king, let’s just call him King M, controlled how the people got his content. They had to pay him a content tax or sit through commercials. Either way, the people all had to pay him and he was very very happy. And very very rich.
But then one day, the Internet threatened his kingdom because people could get content lots of ways and did not have to pay King M his due.
He was very very unhappy.
So to fight the evil Internet and it’s main warrier, Google, King M tried to make all his pages seem invisible to Google. King M hoped that the content would be safe behind his gated sites.
Alas, King M underestimated how determined people would be to get his content. And while this tactic may work for a bit – this strategy can not win the war. Content, like water, will ooze through the cracks on the Internet, and find its way out.
King M would do better to understand that content simply attracts – yes better content attracts better – but that’s all content can do in the digital world – attract audiences. No longer would people will be willing to pay for content – no matter how much King M raged. The people will pay for interesting, new ways to engage with the content – like in rich community places or new ways to access the content. People will pay for new ways to consume the content.
But King M did not see the wisdom of this tactic. Unfortunately for the people living in King M’s kingdom, they will have to bear the brunt of King M foolish battle strategy. Hopefully, King M will learn his lesson before too much digital blood is shed.
One can only hope.