trends in content strategy: publishers can make money again
DESCRIPTION
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.TRANSCRIPT
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
@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
@MrobertsOnline
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
@MrobertsOnline
Free Blog vs. Paid App
Napster vs. iTunes
Inbound Marketing vs. Paid Content
Publishers vs. Product Companies
Saturday, December 1, 2012
@MrobertsOnline
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
@MrobertsOnline
Print went wide instead of deep due to distribution costs
1
Saturday, December 1, 2012
@MrobertsOnline
Print went wide instead of deep due to distribution costs
Google systematically gave away content
2
1
Saturday, December 1, 2012
@MrobertsOnline
Print went wide instead of deep due to distribution costs
Google systematically gave away content
Publishers couldnʼt make money anymore
3
2
1
Saturday, December 1, 2012
@MrobertsOnline
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
@MrobertsOnline
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
@MrobertsOnline
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
Apple sells 100 million internet connected devices
3
5
24 6
1
Saturday, December 1, 2012
@MrobertsOnline
90% of devices accessed internet here 3-4 years ago
1-5% of searches
Googleʼs main business
50% of devices access internet here now
Saturday, December 1, 2012
@MrobertsOnline
Weʼve found other ways to find what we want
Trip Advisor
Realtor.com
GoodReads.com
Yelp
Match.com Pinterest
Spotify
Weather MapsEmail
Saturday, December 1, 2012
@MrobertsOnline
These now make up half of searches
15 Billion apps have been downloaded
App usage (47.6%) beats out mobile browser usage (47.5%) for the first time
Saturday, December 1, 2012
@MrobertsOnline
vs.Google Apple
Last 3 years
Saturday, December 1, 2012
@MrobertsOnline
Paid, copyrighted, professional content
Content commoditization,
open source
vs.Google Apple
vs.
Last 3 years
Saturday, December 1, 2012
@MrobertsOnline
Paid, copyrighted, professional content
Content commoditization,
open source
vs.
Commoditized
Google Apple
vs.
vs. Marginally differentiated content
Last 3 years
Saturday, December 1, 2012
@MrobertsOnline
Next 3 years
vs.Highly differentiated content
Marginally differentiated
content
Saturday, December 1, 2012
@MrobertsOnline
Next 3 years
vs.Highly differentiated content
Marginally differentiated
content
HTML 5 makes this possible for big and small alike
Saturday, December 1, 2012
@MrobertsOnline
Jeremiah Owyang
Some inspiration, ideas and research from:
Thomas Baekdal
McKinsey
ComScore
Altimiter Group
Richard Bartel
Gabe Zicherman Roger McNamee
Saturday, December 1, 2012
Saturday, December 1, 2012
Questions?
Mike Roberts
Blog: www.AllegorieDesign.com@MrobertsOnline
www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012