Why digital brand content is like waste (and what can we learn from this)

José Manuel Simián
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José Manuel Simián: Associate Director of Content Strategy, USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 3, 231-237

Abstract: Digital content is in many ways like solid waste — both have similar cycles of use and disposal, and similar trajectories when it comes to value and property rights. This analogy has two important real-life implications: on the one hand, digital content pollutes just like waste, and it becomes imperative to develop practices to minimise or recycle digital content (something that can yield bottom-line benefits); on the other, seeing content as waste shows how people rarely think of unused digital content as a commodity — something with value and which may be transferred to another owner. This, in turn, highlights the need for standardised methods and formulas for the objective measurement of both the quality and value of digital content.

Keywords: content as waste; digital waste; value of content; content strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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