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Ready to Share: Packaging Your Digital Content

Chris Johanesen of Buzzfeed says that publishers should ban slideshows. Can we get a round of applause? They are remanants, like pageviews and the ‘like‘ button, of the beginnings of everything digital. Nothing fills me with a sense of dread more than clicking on a link and realizing there are ten, 30 page slideshows at the bottom of the story. It’s why it’s hard to read certain sites.

And of course, slideshows and the pageview complex go hand in hand. Johansen writes that you can’t trick people into sharing content, which is how Buzzfeed considers engagement. Which is sort of interesting in that, while also ploys to get readers to click through and add to the tally, slideshows are also perfect packages of content to share. Like silly lists.

Sometimes, content is made for slideshows. A collection of really great photos, be it of a newsworthy event or a fashion spread, that enhance a story is one. But who has a staff photographer anymore?

Other kinds of niche content will still exist in slideshow form as long as we’re clicking though on desktops, too. I’ve recently made grilling a bit of a hobby and when I’m browsing for ideas, I click through Food and Wine collections, in the same way my grandmother used to peruse her tattered recipe box.  Maybe they’re tricking me into monetizing their site for them, but there’s something inherently ‘browse-worthy’ about food and restauarant pages, much like travel.

As our content all ends up mobile, we’re going to have to be more innovative about packaging it. Even good tablet versions of good magazine just replicate the print version of the magazine, like Wired or the Atlantic, with some extra features and links. Meanwhile, content like this spread here, should just be one colorful, interactive page on the web, sort of like it used to be in the magazine.

Slideshows, and lists, will only die when mobile content really subsumes your desktop view. Do you think slideshows are ever anything but a way to garner pageviews? Are you encouraged to create them?

Photo c/o The Huffington Post

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