Quiet content

I’m an INTP – either that means nothing to you or you too have taken a Myers-Briggs personality test; the key letter for me is the first, I for introvert. You don’t need to take a test to tell whether you’re an introvert or extrovert, for most adults it’s a defining factor in how we navigate our world and our relationships.

There’s lots of reading to be done around the roles of E’s and I’s in love, business etc.

I’m currently reading Quiet, a book about introversion and its power in “a world that can’t stop talking”. From Rosa Parks to Bill Gates, it describes how consideration, thought and quietness can sometimes carry more power than extrovert norms like gregariousness, charm and loudness.

I’ve been thinking about how this idea could be applied to content.

There’s lot written about media saturation and in-your-face messaging as generally we live in a world of extrovert content. By it’s very nature display advertising must ‘grab’ your attention, and newer forms of digital content are finding ways to bound into your view – pop-ups, contextual targeting and ‘skip-this‘ ads all fight their way into your attention rather than quietly inviting it.

But what if you gave your next content plan a more introverted personality? Rather than thinking of ways to grab attention and make noise, you considered considerate content that asked rather than told? Content that took a backseat, asked little of the audience but gave much in return. How would over-saturated audiences respond? How could your content give them respite, and how could it appeal to those that prefer to whisper than shout?

Maybe I’m talking about the ‘bread and butter’ content Lauren introduced and I expanded upon, I’m not sure. I just know that as someone working in this industry I find the idea of quiet content exciting.

Image used under Creative Commons, courtesy of Flickr user ell-r-brown