By: Sorab Ghaswalla
Like those radio and TV signals that escape earth's atmosphere and float away into space, but continue to exist many light years away, so does content (digital). That's good news for content providers, marketers and clients, right?
All content, be it blog posts, social media messages, videos, news reports, especially news reports, has a shelf life. If not “consumed” within a certain period, it loses its value. When that happens, it goes off the hypothetical shelf. But does it expire? I don't think so.
I am trying to make a distinction here between shelf life and expiry date. Yes, content does not deteriorate ever. Unlike the elements in the periodic table it may not have a half-life, but it loses relevance vis-à-vis a target audience at a certain point in its lifecycle. So time does play a very important role.
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