Content frenzy: Your Door to Content Choices
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YOUR DOOR TO CONTENT CHOICES YOUR DOOR TO CONTENT CHOICES You need content. Which door do you take? You need content. Which door do you take? RENT IT RENT IT BARN RAISE BARN RAISE BUY IT BUY IT BUILD IT BUILD IT Licensing, aggregating and curating content written by known, branded sources. Call on the community (employees, friends, partners, clients) to help OR via crowdsourcing platforms. Paying for 3rd-party journalists and producers to create custom content in all media. Building a newsroom or content factory with your own pool of writers, editors, producers, and designers. Affordable. Low end of costs. You get a constant feed of stories from hundreds or thousands of sources like a newsfeed or RSS feed tailored to your topics. Quality is assured since the work has already been used by major publications. Now differentiation since these stories appear elsewhere under another brand. Make do with what others have already created. Mostly painless. Community pitches in. The value for crowdsourced ideas and executions run $500 to $50,000. Can be agonizingly slow to get cooperation within an unpaid community of volunteers. But the crowdsourcing platforms work well and quickly. Quality is variable and depends on contributor pool. Beggars can’t be choosers. Take what you get, though you can start contests for crowdsourced goals/briefs. Unpaid contributors miss deadlines. However, using competition vendor platforms is low pain and timely. Depends on volume and complexity. Flexibility to order up content but not instant delivery. Quality somewhat assured in that the platform rates the freelancers—but still some uncertainty in luck of the draw. You control the originality. Original content comes at a price. You can keep ordering up custom content but it may bankrupt you eventually. With good all-service vendor, pain free. Major commitment to talent and capital expenditure. Total control to “newsjack” or execute real time marketing. Can order up your own stories and formats at will. Your speed depends only on your people. Total control over your own quality—but this depends on the caliber of your talent which escalates in cost with experience. You control originality. Depends entirely on in-house talent. Migraine . Welcome to the media biz. L O W H I G H Licensing, aggregating and curating content written by known, branded sources. Affordable. Low end of costs. You get a constant feed of stories from hundreds or thousands of sources like a newsfeed or RSS feed tailored to your topics. Qual ity is assured since the work has al ready been used by major publications. Now differentiation since these stories appear el sewhere under another brand. Make do with what others have already created. Mostly painless. Call on the community (employees, friends, partners, clients) to help OR via crowdsourcing platforms. Community pitches in. The value for crowdsourced ideas and executions run $500 to $50,000. Can be agonizingly slow to get cooperation within an unpaid community of volunteers. But the crowdsourcing platforms work well and quickly . Quality is variable and depends on contributor pool. Beggars can’t be choosers. Tak e what y ou get, though y ou can start contests for crowdsourced goals/briefs. Unpaid contributors miss deadlines. However, using competition vendor platforms is low pain and timely . Paying for 3rd-party journalists and producers to create custom content in all media. Depends on volume and complexity . F l exi bi l ity to or der up content but not instant del ivery . Quality somewhat assured in that the platform rates the freelancers—but still some uncertainty in luck of the draw. You control the originality. Original content comes at a price. You can keep ordering up custom content but it may bankrupt you eventually . With good all-service vendor, pain free. Building a newsroom or content factory with your own pool of writers, editors, producers, and designers. Major commitment to tal ent and capital expenditure. T otal control to “newsjack” or execute real time marketing. Can order up y our own stories and formats at wi ll . Your speed depends only on y our peopl e. T otal control over y our own qual ity—but this depends on the caliber of y our talent which escalates i n cost with experience. You control original ity . Depends entirely on in-house tal ent . Mi graine . Wel come to the media biz. Cost Agility Quality Original Pain RENT IT BARN RAISE BUY IT BUILD IT Vendors Vendors Vendors Corporate builders
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When it comes to creating content, PR firms and their clients have some big decisions to make. Like whether to curate the work of others, build content from scratch, or go for something in between. This infographic presents four options – Rent, Barn Raise (community builds), Buy or Build - and explains what to expect in each case. We also provide a short list of leading companies, providers and vendors in each category.
Transcript of Content frenzy: Your Door to Content Choices
YOUR DOOR TO CONTENT CHOICESYOUR DOOR TO CONTENT CHOICESYou need content. Which door do you take? You need content. Which door do you take?
RENT ITRENT IT BARN RAISEBARN RAISE
BUY ITBUY IT BUILD ITBUILD IT
Licensing, aggregating and curating content written
by known, branded sources.
Call on the community (employees, friends, partners,
clients) to help OR via crowdsourcing platforms.
Paying for 3rd-party journalists and producers to
create custom content in all media.
Building a newsroom or content factory with your own
pool of writers, editors, producers, and designers.
Aff ordable. Low end of costs.
You get a constant feed of stories from hundreds
or thousands of sources like a newsfeed or RSS
feed tailored to your topics.
Quality is assured since the work has already been
used by major publications. Now diff erentiation since
these stories appear elsewhere under another brand.
Make do with what others have already created.
Mostly painless.
Community pitches in. The value for crowdsourced
ideas and executions run $500 to $50,000.
Can be agonizingly slow to get cooperation within
an unpaid community of volunteers. But the
crowdsourcing platforms work well and quickly.
Quality is variable and depends on contributor pool.
Beggars can’t be choosers. Take what you get, though
you can start contests for crowdsourced goals/briefs.
Unpaid contributors miss deadlines. However, using
competition vendor platforms is low pain and timely.
Depends on volume and complexity.
Flexibility to order up content but not instant delivery.
Quality somewhat assured in that the platform rates
the freelancers—but still some uncertainty in luck
of the draw. You control the originality.
Original content comes at a price. You can keep
ordering up custom content but it may bankrupt
you eventually.
With good all-service vendor, pain free.
Major commitment to talent and capital expenditure.
Total control to “newsjack” or execute real time
marketing. Can order up your own stories and formats
at will. Your speed depends only on your people.
Total control over your own quality—but this
depends on the caliber of your talent which escalates
in cost with experience. You control originality.
Depends entirely on in-house talent.
Migraine . Welcome to the media biz.
LOW
HIGH
Licensing, aggregating and curating content written
by known, branded sources.
Aff ordable. Low end of costs.
You get a constant feed of stories from hundreds
or thousands of sources like a newsfeed or RSS
feed tailored to your topics.
Quality is assured since the work has already been
used by major publications. Now diff erentiation since
these stories appear elsewhere under another brand.
Make do with what others have already created.
Mostly painless.
Call on the community (employees, friends, partners,
clients) to help OR via crowdsourcing platforms.
Community pitches in. The value for crowdsourced
ideas and executions run $500 to $50,000.
Can be agonizingly slow to get cooperation within
an unpaid community of volunteers. But the
crowdsourcing platforms work well and quickly.
Quality is variable and depends on contributor pool.
Beggars can’t be choosers. Take what you get, though
you can start contests for crowdsourced goals/briefs.
Unpaid contributors miss deadlines. However, using
competition vendor platforms is low pain and timely.
Paying for 3rd-party journalists and producers to
create custom content in all media.
Depends on volume and complexity.
Flexibility to order up content but not instant delivery.
Quality somewhat assured in that the platform rates
the freelancers—but still some uncertainty in luck
of the draw. You control the originality.
Original content comes at a price. You can keep
ordering up custom content but it may bankrupt
you eventually.
With good all-service vendor, pain free.
Building a newsroom or content factory with your own
pool of writers, editors, producers, and designers.
Major commitment to talent and capital expenditure.
Total control to “newsjack” or execute real time
marketing. Can order up your own stories and formats
at will. Your speed depends only on your people.
Total control over your own quality—but this
depends on the caliber of your talent which escalates
in cost with experience. You control originality.
Depends entirely on in-house talent.
Migraine . Welcome to the media biz.
Cost
Agili
ty
Qual
ity
Orig
inal
Pain
RENT ITBARN RAISE
BUY ITBUILD IT
Vend
ors
Vend
ors
Vend
ors
Corp
orat
e bu
ilder
s
