Form, Function, and the Real Test of Technology’s Benefits

Disassembled vintage typewriter

In our modern world, the way we consume technology changes nearly every day. A former client of McBru and a friend of the agency, Pam Didner recently wrote an article for The Guardian that examines how technology and our behavior interact, and the implications that has for content marketing.

The backbone of technology, and the singular reason people interact with its various forms, isn’t the technology itself, says Didner, it’s the value it adds to daily life. Humans characteristically seek to gain new information – and technology is designed to constantly feed this nearly insatiable desire.

No matter how appealing the interface, how intricate the technology or how sleek the hardware, the real value is answered only by this question: “what can I learn or what can I gain from this?”

Does it bring entertainment? Does it provide access to information on the other side of the globe? Does it make me think about something in a way I never have?

Whatever the reason, the content and its delivery are irrefutably important.

Four hot topics Didner discusses in “People, devices and the future of content marketing” are wearables, voice recognition and gestures, search capabilities, and big data personalization. In short, she says content marketing must constantly adapt to the daily needs of the consumer while maintaining fundamental marketing principles.

Want to hear more of her innovative ideas? Check out her recently authored book, Global Content Marketing.

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