Post-content is here. But what is it?

Anyone with greying hair, but for the prematurely ageing, will remember how the web got going.

The arms race was populating pixels with static text and hyperlinks.

From a maker standpoint, no motive existed but to create a web of content. And ultimately to give Google a reason for being.

But that was 30 years ago. To get the ball rolling.

The sad truth is most businesses continue to follow that fatigued formula.

And the ball is now rolling backwards.

What happens next

Content has always been about sating an appetite.

For recognition and applause. For validation and affirmation.

All too often, consumer value comes last.

And after consuming all that often trivial content, we're all full. Obese.

We don't want content to kill us. We want that relationship to be warm, and fruitful. No one wants content to be analogous with the mother-in-law.

So we need to respect consumption. As both maker and recipient.

Healthy content consumption as a reader or viewer needs careful choice in what nourishes us. What helps us grow in the right ways.

Sure, YouTube is great when you're not counting the content calories. But everything's best in moderation.

What for the creator? What's our lean approach to the dissemination of information?

For me, it's post-content. Publishing information only when it offers some demonstrable value.

That might mean making, that could mean curating. Curating - much like ReCommerce - is a very necessary part of our future.

Why post-content matters

Content isn't carbon neutral. Every pixel populated punishes our planet.

Everything that's published must deliver sustainable goodness offsetting the burden of its existence.

What's valuable content? Information otherwise inaccessible that helps us be more efficient or effective.

Content that cannot be questioned for its integrity.

Content that brings focus to important topics for civilisation. Content that reduces our dependency on the earth's natural resources. Content that helps businesses provide better service and in turn ensures their survival.

Content that helps us find the right people to do the right job. Content that, maybe, uses the blockchain, smart contracts and cryptography to ensure integrity and authenticity of imparted information.

I think we can all agree it's time for a change. Reducing our output to focus on what matters is where post-content lives.

And for that reason, as a content strategist of 25 years, I'm all in.