trends in content strategy: publishers can make money again

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Video version of this: http://allegoriedesign.com/?p=363 Detailed Description: Marketers have believed that content must be given away to attract customers to buy something else the company offers. After all, with Google systematically giving away content across the web, there has been far too much out there for free to be able to charge for the same product. Google's search engine has become the main source to find new information online. This is starting to change though. By giving away content for free, people can't make money producing it anymore and the quality has decreased. Publishers able to provide a better product than can be found for free have an opportunity to charge for the content itself. At the same time, social media has become mainstream and people have began to rely more on what their friends' recommendations than what Google's search engine produces. Only excellent, high quality content will provide the necessary value to charge for it and only the best content will be shared through social networks.

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TREND 3 OF 7:SOCIAL SEARCH AND A SHIFT BACK TO USER PAID CONTENT

Saturday, December 1, 2012

@MrobertsOnline

Giving away content that isnʼt worth consuming doesnʼt offer value just because itʼs free.

Saturday, December 1, 2012

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https://twitter.com/MrobertsOnline
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@MrobertsOnline

Social search technology is being integrated to include results from Facebook, Twitter and Google+ to improve relevance.

I care more about what my friend thinks than what Google shows me.

People are starting on social platforms now.

Saturday, December 1, 2012

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Digital Content & Subscriptions is the fastest growing retail e-commerce category in 2011 with a 26% growth rate.

Made up by downloaded subscriptions, music, movies, TV shows and e-books.

Propelled by tablets and e-readers. Category growth will accelerate as these devices enter the mainstream.

Saturday, December 1, 2012

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Free Blog vs. Paid App

Napster vs. iTunes

Inbound Marketing vs. Paid Content

Publishers vs. Product Companies

Saturday, December 1, 2012

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Newspapers were forced to sell to everyone. Now social is the distribution and a niche strategy is crucial. The niche increases relevance and value. People pay for value.

Saturday, December 1, 2012

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Print went wide instead of deep due to distribution costs

1

Saturday, December 1, 2012

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2

1

Saturday, December 1, 2012

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Saturday, December 1, 2012

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Print went wide instead of deep due to distribution costs

Google systematically gave away content

Publishers couldnʼt make money anymore

Inbound marketingtakes off

3

24

1

Saturday, December 1, 2012

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Print went wide instead of deep due to distribution costs

Google systematically gave away content

Publishers couldnʼt make money anymore

Inbound marketingtakes off

Appleʼs model takes off

3

5

24

1

Saturday, December 1, 2012

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Print went wide instead of deep due to distribution costs

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Appleʼs model takes off

Apple sells 100 million internet connected devices

3

5

24 6

1

Saturday, December 1, 2012

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Saturday, December 1, 2012

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Saturday, December 1, 2012

Questions?

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Mike Roberts

Blog: www.AllegorieDesign.com@MrobertsOnline

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