Innovate/Content: Creating Content That Makes A Difference
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Transcript of Innovate/Content: Creating Content That Makes A Difference
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CREATING
CONTENT
INNOVATE/CONTENT 2012
THAT MAKES A DIFFERENCEBY @SHANESNOW, CIO OF @CONTENTLY
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IT’S A SOCIALMEDIA WORLD
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NO ONE WANTS TO CONSUME, SHARE, SYNDICATE, COMMENT ON, OR LINK TO
CONTENT THAT SUCKS.
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MEASURING “QUALITY”
THE HIGHEST QUALITY CONTENT IS THE CONTENT THAT MAKES THE MOST DIFFERENCE.
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BUSINESSES’ BOTTOM LINE
AUDIENCES’ RELATIONSHIPS / INTELLIGENCE
CREATIVE TALENT’S BOTTOM LINE
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MAKING A DIFFERENCE
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DEFINING “CONTENT”
SUBSTANTIVE INFORMATION OR CREATIVE MATERIAL
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CONTENT
CONTAINER
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ADVERTISING
CONTENT
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SPONSOR CREATING IT
CONTENT
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The publishers that dominate the next generation of media will be the ones whose content makes the biggest difference to the most people.
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“We are basically always arguing about the best ideas to show our readers and the best ways to present that content.”
Nilay Patel, Managing Editor of The Verge.
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INNOVATE/CONTENT 2012
Editorial design that makes content a pleasure to consume
Stories and headlines are based on what will make people look intelligent to their friends
Super hero lineup of talent with followings and influence
Data and technology driven publishing process
How The Verge Creates Difference-Making Content
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“The best snowboarding video ever produced, and it's been produced by a brand."Kyle Monson, content strategist and founder of Knock2x
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5 Million
2.1 Million3.2 Million
Circulation
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Understands what the audience wants
Uses budget advantage for unique and high-impact storytelling
Keeps content and advertising separate
Taps global network of freelancers and talent scouts
How Red Bull Creates Difference-Making Content
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INNOVATE/CONTENT 2012
Expect every user to come from social
Speak to the influencer crowd
Write clickable headlines that don’t deceive
Post guests’ content to bring in new audiences
Use quality branded content series to fund the operation
How Mashable Creates Difference-Making Content
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CREATING BETTER
CONTENT
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THE CONTENTLY NETWORKWorld’s largest database of vetted, professional journalists for hire.
FREELANCERS WITH EXPERIENCE AT
AND MORE...
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INNOVATE/CONTENT 2012
contently.com/blog
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HOW TO CREATE CONTENT THAT MAKES A DIFFERENCE FOR YOUR STAKEHOLDERS:
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INVEST IN CREATIVE
TALENTINNOVATE/CONTENT 2012
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GIVE THE AUDIENCE
WHAT IT WANTS(NOT JUST WHAT YOU OR YOUR ADVERTISERS WANT)
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BE LEAN, AND USE BETTER
TECHNOLOGY
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GROW AUDIENCE VIA
INFLUENCERS’CONTENT
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MONETIZE WITH
SPONSORED CONTENT(SO YOU CAN INVEST IN EVEN BETTER STORYTELLING)
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PLAN AND PUBLISH FOR
SOCIAL FIRST
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“As social media becomes more important for content distribution -- and Google search becomes less important -- there will be a race to quality. Only people that are dedicated to quality content in the long-term will be able to take best advantage of this change.”
Marty Moe, cofounder and publisher of The Verge and CCO of Vox Media.
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THE MEDIA COMPANIES WITH THE BRIGHTEST FUTURES ARE THE ONES RACING TO MAKE A DIFFERENCE.
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GET THESE SLIDES:
INNOVATE/CONTENT 2012
FOLLOW US:@SHANESNOW AND @CONTENTLY
BIT.LY/INNOVATECONTENTLY
DIG DEEPER:CONTENTLY.COM/BLOGCONTENTLY.COM/[email protected]