innovate/content: creating content that makes a difference
DESCRIPTION
TRANSCRIPT
CREATING
CONTENT
INNOVATE/CONTENT 2012
THAT MAKES A DIFFERENCEBY @SHANESNOW, CIO OF @CONTENTLY
IT’S A SOCIALMEDIA WORLD
INNOVATE/CONTENT 2012
NO ONE WANTS TO CONSUME, SHARE, SYNDICATE, COMMENT ON, OR LINK TO
CONTENT THAT SUCKS.
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012INNOVATE/CONTENT 2012
MEASURING “QUALITY”
THE HIGHEST QUALITY CONTENT IS THE CONTENT THAT MAKES THE MOST DIFFERENCE.
INNOVATE/CONTENT 2012
BUSINESSES’ BOTTOM LINE
AUDIENCES’ RELATIONSHIPS / INTELLIGENCE
CREATIVE TALENT’S BOTTOM LINE
INNOVATE/CONTENT 2012
MAKING A DIFFERENCE
DEFINING “CONTENT”
SUBSTANTIVE INFORMATION OR CREATIVE MATERIAL
INNOVATE/CONTENT 2012
CONTENT
CONTAINER
INNOVATE/CONTENT 2012
ADVERTISING
CONTENT
INNOVATE/CONTENT 2012
SPONSOR CREATING IT
CONTENT
INNOVATE/CONTENT 2012
The publishers that dominate the next generation of media will be the ones whose content makes the biggest difference to the most people.
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
“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.
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
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
“The best snowboarding video ever produced, and it's been produced by a brand."Kyle Monson, content strategist and founder of Knock2x
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
5 Million
2.1 Million3.2 Million
Circulation
INNOVATE/CONTENT 2012
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
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
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
CREATING BETTER
CONTENT
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012INNOVATE/CONTENT 2012
THE CONTENTLY NETWORKWorld’s largest database of vetted, professional journalists for hire.
FREELANCERS WITH EXPERIENCE AT
AND MORE...
INNOVATE/CONTENT 2012
contently.com/blog
HOW TO CREATE CONTENT THAT MAKES A DIFFERENCE FOR YOUR STAKEHOLDERS:
INNOVATE/CONTENT 2012
INVEST IN CREATIVE
TALENTINNOVATE/CONTENT 2012
GIVE THE AUDIENCE
WHAT IT WANTS(NOT JUST WHAT YOU OR YOUR ADVERTISERS WANT)
INNOVATE/CONTENT 2012
BE LEAN, AND USE BETTER
TECHNOLOGY
INNOVATE/CONTENT 2012
GROW AUDIENCE VIA
INFLUENCERS’CONTENT
INNOVATE/CONTENT 2012
MONETIZE WITH
SPONSORED CONTENT(SO YOU CAN INVEST IN EVEN BETTER STORYTELLING)
INNOVATE/CONTENT 2012
PLAN AND PUBLISH FOR
SOCIAL FIRST
INNOVATE/CONTENT 2012
INNOVATE/CONTENT 2012
“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.
THE MEDIA COMPANIES WITH THE BRIGHTEST FUTURES ARE THE ONES RACING TO MAKE A DIFFERENCE.
INNOVATE/CONTENT 2012
GET THESE SLIDES:
INNOVATE/CONTENT 2012
FOLLOW US:@SHANESNOW AND @CONTENTLY
BIT.LY/INNOVATECONTENTLY
DIG DEEPER:CONTENTLY.COM/BLOGCONTENTLY.COM/[email protected]