A complete paradigm shift in editorial operations is required. Traditional editors will have to learn to collaborate with others and integrate expertise from multiple domains to a much greater extent than they ever have before. As much as I respect editors, this is a control issue. They need to get over it.
Attention is linked with economic value creation. However, with infinite content options (space) yet finite attention (time) and personalized social algorithms curating it all for us, it's going to be increasingly challenging to stand out.
Content marketing is creating useful or desirable content, distributing it to those that can benefit most from it, and personalizing it to encourage engagement. When you effectively accomplish that you earn the credibility that will allow you to offer even more and get paid for it.
Up until now, Netflix has not had content in its first window. A catalog of content has been the service’s bread and butter. But with House of Cards, the game changes. For the first time, they’re going to get people signing up to Netflix to get first access to content.
The key to developing content that will engage your audience is first to find out what content that they are actively seeking engagement with. Searchers are in fact telling us exactly how to market to them.
With marketing budgets and traditional journalism shrinking, it’s no surprise that the value of brands taking an editorial approach to building a content strategy – becoming both a publisher of original content and curator of news and stories across the Web – is hotly discussed.
Most marketers cannot rely on their own content alone to fill an editorial calendar and to keep the conversation moving forward. Instead, you have to play the role of curator to ensure people find value in following your brands’ feeds. Think about who your influencers and trendsetters are and understand what they want to learn about.
Scott Kelly, Ford: At the absolute core are our website and web content, social media and online media. Online media can mean anything from display advertising on websites such as Yahoo! or content integration within podcasts. It also includes mobile advertising and gaming.
Content is king but getting permission to republish content is not easy. Here’s a startup with a solution for syndication, Repost.US. Publishers can register their content and how much they charge for syndication, other publishers can then automatically negotiate and complete the legal documents that would allow them to republish articles.
In order to position ourselves as the trusted thought leaders, we need to act like media companies and curate the best content on the planet in our niche. BUT, the core of that must be original and compelling content.
Netflix has bought its first TV show which doesn’t exist yet. That’s a big change for the video rental company. But Netflix content chief Ted Sarandos doesn’t see it that way. His argument is that this is just like the company’s deals to buy other shows–just a bit riskier.
Content curation, a term that gained popularity in 2010, is the art of culling relevant, valuable and useful information from the vast ocean of data, and presenting it in a cohesive, interesting and comprehensive style that gives a ‘big picture’ view of a specific niche topic.
No longer can anyone claim that they can peruse and make sense of all the content that exists (and is being constantly added) on even a very narrow range of subjects. 47 million websites were added in 2009 and an estimated 550 billion documents exist online today.
The role of a content curator was first proposed around 2004, when the catchy term ‘Newsmastering’ was introduced by Robin Good of MasterNewMedia.com to describe a dedicated content analyst who would gather, collate and categorize content from various sources and compile it for consumption by those who are interested.
YouTube execs are realizing that video is different from search or even display and that getting critical mass of premium content -- for which advertisers are willing to pay a premium rate -- requires a human touch, and, in some cases, an open checkbook.
Customers don't have time to be marketed to. But they do have time for a story. Marketers need to tell a story. What are the problems that are keeping your customers up at night. That's the type of info we want to communicate, and I think that's the type of things we need to communicate to help our customers succeed.
Social media have helped create new ways to produce and share multimedia content from breaking news to professional information and advice to family pictures. Instead of worrying about the social media threat, publishers have reasons to be thankful.
So, what type of content really works? It can be best summed up in two words: value-based content. Too often, the people that run brands will say: "we have to be publishing content," or "we need to get more content out there." Publishing content for the sake of publishing content adds little to no value.
The key to developing juicy social media content is to focus on supporting the community. Based on your product offering, where do your prospects, customers and the public want additional information and related content? If you’re not sure, ask them.