Digital Content Production and Moderation: A Business Perspective

This essay delves into the critical roles of digital content production and moderation in contemporary business operations and marketing. It examines the evolution of digital content, emphasizing its significance in reaching customers and exploring new markets, particularly with the rise of social media. The essay defines digital content, outlines the processes of production and moderation, and discusses how these strategies can facilitate business growth. It highlights the advantages of digital content, including increased brand visibility, trust-building with customers, and the ability for businesses of all sizes to effectively use content marketing. Furthermore, the essay explores the process of content moderation, particularly the use of user-generated content, and its role in protecting brand reputation, managing risks, and understanding customer behavior. The essay concludes by emphasizing the strategic importance of content moderation in making data-driven decisions and enhancing customer engagement, ultimately contributing to business success.

Running head: DIGITAL CONTENT PRODUCTION AND MODERATION
DIGITAL CONTENT PRODUCTION AND MODERATION
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1DIGITAL CONTENT PRODUCTION AND MODERATION
The aim of this essay is to discuss digital content production and moderation in this
highly competitive world of business. This process of digital content production and
moderation has become one of the most important ways of the business operations as well as
marketing. Since the origin of the web, the international business have faced a boom in terms
of exploring new markets in one hand and reaching the customers more easily on the other.
The digitalization of the business has given scope for presenting the products and services
more effectively. In addition to this, the rise of social media and its increasing connection
with the present market, it has become an essential part of business. The content production
and moderation have become the most secretive operational functions in the industry. This
essay will be defining the digital content, the process of production and moderation of the
digital content and discussing how the digital content production and moderation can help the
business to grow in near future.
The digital content is the information available in the web which details the data about
and company, products or services. The digital content or digital media can be found in
different forms such as text, video files, audio, graphics, images and animation. The digital
contents refer to the information available that the customers can downloads well as
distribute in the digital media (Huntemann 2015). The digital content can also be anything
which is or can be published in the internet platforms. This is any content which exists in the
form of digital data which is stored in some specific format. The forms of digital content
includes information which is digitally broadcast, contained and stream in the computer files.
This digital content known as digital media has enhanced as more people have accessed
internet. Increased access of the people has made this easier for the people for receiving the
news as well as watch TV online. This has challenged the popularity of the traditional
marketing methods. This increased access to internet has led to the mass publication of the

2DIGITAL CONTENT PRODUCTION AND MODERATION
digital content through the individuals in form of blogs, posts, and eBooks and for that matter
the Facebook posts also.
Now it is important to understand in which ways the digital content can give the
companies irrespective of their size, location and types, the best of advantages. The business
implications of digital content include information, news, entrainment that are distributed
over internet as well as consumed digitally by the business as well as the consumers targeting
whom, the digital content has been developed (Fotopoulou and Couldry 2015). Based on the
revenue, the digital companies like Google, Bloomberg, Apple and China Mobile can be
named. With the globalization and digitalization of the business, along with the large
companies, the small or medium industries are also taking the advantages of digital content
production and moderation method to enhance their business scopes (Roberts 2016). The
content marketing in which the digital content are produced and modified so that the
companies can effectively lay a long term strategy by using content in variety of forms. This
is method of building stronger relationship with the audience and capturing their attention
and improve their engagement so that it can improve brand recall.
In every part, the digital content production can be effective in enhancing the scopes
of business of any size and location. First of all, the business can become more visible when
it uses the digital content platform through different types of content. The digital content is
able to help the companies to find out prospects to increase the brand visibility and as the
number of people tend to search web to seek any information. Therefore, the companies if
show their presence in the internet and show their brand visibility that their competitors, they
can get more popularity among the target groups (Roberts 2016). Secondly, the small,
medium and large companies has been increasing using this type of digital marketing process
so that they can build trust among the customers. The digital content helps the companies to
ear prospects’ attention as well as consideration. The customers when get the free content

3DIGITAL CONTENT PRODUCTION AND MODERATION
about the product or service or in fact the information of the companies over the internet, they
feel interested about the effectiveness of the company or the products and services. They
think the information to the dependable that enhances the customer pool of the companies.
In addition these, the digital content production has given the business to business
marketers proper scope to use content marketing more tactically. By following the method of
digital content production, the marketers have found that the most of the advantages can be
taken through social media content because it is the platform where the target market gets
accumulated (Lewi et al. 2015). Beside the social networks, blogs, email newsletters, in
person events, eBooks, videos, info graphics and webinars or webcasts are some of the ways
to produce the digital content which give the companies superb exposure in the national as
well as international markets.
All of these tactics are effective for the large enterprises that have huge fund to invest
on the digital content. However in the case of the small and medium industries, the digital
content method can give the customers control over the brand information (Fotopoulou and
Couldry 2015). This is the place where the companies get the scope to reach the customers
more effectively because, the customers cannot skip the content information like the
advertisements. Moreover, the content marketing also given opportunity to the small and
medium enterprises to reach the customers more engaging because they are not applying the
method of direct email or subscription which the customers tend to avoid (Roberts 2018). In
addition to this, the research opines that more than 60% of the customers seek the products
only after reading the contents about them (Suzor et al. 2019). There is another support that
the digital content providers to the small or medium enterprises that do not have mush fund to
invest on marketing or high market reach, relates to the ability to attract new customers who
prefer to read about the contents and then search for the companies or products. In this way,

4DIGITAL CONTENT PRODUCTION AND MODERATION
the company doing business in a small part of Australia can reach the global market if their
digital content is strong enough to detail the product efficiency and utility.
The implementation of digital content product and moderation process gives an extra
leverage to the business. This digitalization process of marketing through contents gives a
greater return on the smaller investments (Langvardt 2017). The process is so very effective
that the small companies if cannot outsource the content marketer, may hire someone for
producing contents for them which is much cheaper than making advertisement that creates
much less value to the customers. Along with the reduced cost, the digital content production
can generate three fold number of leads (Huntemann 2015). These leas are the parts of the
larger collection of traffic which ultimately leads to the brining about social shares, new
prospects as well as a great brand visibility. In addition to this, digital content gives the
means of promotion to the companies without selling the product directly. This allows the
companies to create such a situation that the customers tend to follow the company in the
social media platforms. Digital content lets SMEs provide a significant value beyond its
products and give their customers different reasons to pay attention to that company or its
products.
Similarly, the process of moderation of the digital content is another way that the
current business organizations are following. In this regard, the companies can moderate the
reviews or user generated contents so that these can be used as the mode of marketing instead
of investing in the digital content production. In this current situation, when the customers are
depending more on the online business and giving scope the e-commerce to by taking all the
advantages of the technical developments (Casilli 2017). The main contents that the
companies tend to moderate is the user generated contents about the products or service or
the operations of the companies. This can be an important tool for building brand recognition
as well as trust. The customers are more aware of what they are buying (Myers 2018).

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Therefore, they trust on the user generated content in the form of product or service review or
for that matter the review of the companies. These are more trustworthy or dependable for
them and more memorable than any other type of media. It is the proven fact that the largest
brands are linked to the user generated contents which has helped them to flourish in this
competitive world of business.
However this process of utilizing the user generated content leads to risk. This is the
place where the content moderation comes into play. The scalable content moderation
method can lead the companies to publish high volume of user generated content and
protecting the reputation of the company, the bottom line and the customers (Dang, Riedl and
Lease 2018). This is helpful in the respect of protecting the brand, increase traffic and the
search engine rankings and scale the campaigns. The content moderation protects the brand
as well as the users in such a way the brand dost not lose the fame. The companies whenever
submit videos for contest, picture posted on the social channels and comments on the blog
written or the forums, there is always a risk that the user generated content will be present to
criticize the content either positively or negatively (Gerrard 2018). This poses as the risk that
the price of user generated content will be deviating the customers from the consideration of
the brand. In this case, if the company has a team of content moderators, this type of risks can
be handled properly. They reduce the risk that the visitors new or existing may find this user
generated content offensive or upsetting. Thus the companies can take the benefits of content
moderation and prevent the trolls or bullies from taking advantage of the brad online.
The content moderation process also helps the companies to recognize the patterns of
their users. The high volume campaigns can effectively tale the advantages of the content
moderation to identify the demand or social trends of the customers (Waters 2018). The
content moderation process check the user generated contents word to word so that they can
find the utility of their products or services an their effect on the users. In some cases, the

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products lose their attractiveness and lose their relevancy to the customers. In that case, the
customers share their valuable comments on the irrelevancy or need for up gradation of the
products or services which the companies can take note through these user generated contents
(Langvardt 2017). Similarly in some other cases, one product manufactured for one reason
but are used for other reasons also. This new utility of the same product can give the
company extra leverage in the competitive market. This creates the scope of data driven
decisions among the customers (Langvardt 2017). This process of content moderation with
intent, the companies can protect the brand as well as the customers which they make the data
driven purchase decisions about the new products or for that matter the marketing campaigns.
As mentioned before, the user generated content can affectively fuel the website,
social channel and product reviews. The companies if create scope for the customers to
provide their valuable understanding or experience with their products bought or services
availed, can flourish the website of the company. This enhances the presence of the brand
more effectively over internet. In addition to this, the companies which do not have the
physical stores but only deliver the products on the basis of online orders (Suzor et al. 2019).
This type of companies need more product reviews mainly positive that will be able to
increase their visibility in the internet. The more the customers will write review on the
products, the more content moderation will be needed so that the perfect image of the
company can be presented. Thus, the customers get empowered to add content about the
company and its products and services which enhances additional content in the favor of the
brand. This attracts more traffic that makes the customers more inclined to engage with the
others. More traffic means the search engines get full support which benefits the company
(Fotopoulou and Couldry 2015). These companies thus gain more leads and more traffic to
the websites which ultimately support the growth and popularity in the market. The process
of content moderation helps scale campaigns more effectively and rapidly. The user

7DIGITAL CONTENT PRODUCTION AND MODERATION
generated content as mentioned before, is an important tool that the companies utilise in their
growth process. This helps in driving the marketing as well as sales campaigns. In such cases,
the companies if want to arrange a contest need to crowd source the idea only (Gerbaudo
2017). Then it can publish the customer photos so that they can get more reviews. The
company if has an efficient as well as effective content moderation strategies, can effectively
and rapidly scale their campaigns and these will be definitely without any negative effects to
the brand. For example the company named Klip, whose entire business model is dependent
on the videos submitted by the users, gain profit by only moderating the contents. The
company is only responsible to check that any of its users is not exposed to any type of
harmful content. This needs a scalable way for reviewing the contents which the viewer’s
post to the websites. This company hires the content moderators from outside or take help
from the artificial intelligence in order to moderate the 20,100 use generated videos a day but
not hires a single employee for doing this.
Therefore, it can be concluded that the companies if want to change their traditional
method of marketing or for that matter to introduce itself intensely in the market of such
competition can utilize the advanced technology. As the growth of digitalization of the
companies have created scope for spread the business acutely, the large companies and even
the SMEs are utilizing the process of digital content production and moderation (Casilli
2017). Digital content seems to be dependable that enhances the customer pool of the
companies as they think these contents to be trustworthy. These digital content include
information, news, entrainment that are distributed over internet as well as consumed
digitally by the business as well as the consumers targeting whom, the digital content has
been developed. Technical, this process gives the customers control over the brand
information, reach the customers more engaging because they are not applying the method of
direct email or subscription which the customers tend to avoid and increase the digital

8DIGITAL CONTENT PRODUCTION AND MODERATION
marketing process that help the companies to build trust among the customers. The user
generated contents while modified or moderated can give the companies huge opportunity of
growth.

9DIGITAL CONTENT PRODUCTION AND MODERATION
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Gerbaudo, P., 2017. Social media teams as digital vanguards: the question of leadership in the
management of key Facebook and Twitter accounts of Occupy Wall Street, Indignados and
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Suzor, N.P., West, S.M., Quodling, A. and York, J., 2019. What Do We Mean When We
Talk About Transparency? Toward Meaningful Transparency in Commercial Content
Moderation. International Journal of Communication, 13, p.18.
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