Innovation content is content which promotes a tangible positive change. While everyone will agree that a flying car is an innovation because everyone would want one, many innovations are not accepted by the majority because they are made for few customers. Innovations should be accepted as their customers see them, not how they appear to the general public.
Innovation content are highly competitive – the more companies produce it the faster they will grow. At least a quarter of content should be dedicated to innovation.
In the below video IBM is promoting the idea of their Hybrid cloud. Customers are CIOs who manage multiple clouds. The short video is not enough for technicalities but the promise of the innovation and benefit is clear and obvious.
Another example is Nino Shurter demonstrating the new Scott Ransom e-bike. Nino mentions key numbers which show innovative progress but the main innovation is the concept of a downhill e-bike ridden by a cross-country rider in a very dynamic way. This is a big change for mountain bikers and venue owners.
On the other hand next Coca Cola video which extensively uses the word innovation and other buzzwords does not actually promise any tangible change and therefore is not innovation content.
Unfortunately, the more the word innovation is used in content, the less it actually is innovation content. Which makes me wonder about this article :)