what content will be valued in future?
DESCRIPTION
Presentation for seminar at MediaPro09, exploring the impact of technology on consumer behaviour around media and the impact on media owners. Includes practical tips for content producers on how to evolve their media brand and create a new business modelTRANSCRIPT
© Penmaen Media 2009
What content will be valued in future?
Media Pro, 5 November 2009Carolyn Morgan, Penmaen Media
© Penmaen Media 2009 2
Technology is changing media consumption behaviour
Technologychange
Media consumption behaviour
•Broadband always on, everywhere
•Powerful portable devices
•Transfer content
•Upload content
•Ecommerce
•Video content on demand
•What I want
•When I want it
•Where I want it
•Research purchases
•Share with friends
•Create my own stuff
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The old media silos
TV
BBC
C4
Times
Ideal Home
NME
Web
Wikipedia
Lastfm
Mobile/ipod
itunes
Walledgardens
Radio
Capital
Classic FM
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Media brands cross boundaries
Grand Designs
Event
TV
Web
Magazine
Book
Lonely Planet
TVMagazine
Books
Web
Iphone app
Google waveplanning tool
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Media starts the conversation
TV programmePress articleWeb story
Discuss with friends
VotePlay games
Share through social networks
ReviewsRatings
Comments
Mash into own content
Create or contribute
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Different media spaces
TV
Passiveentertainment
Radio
BackgroundDistraction
Mood
MagazinesBooks
EscapeRelax
Research
Games
InteractCompeteAchieve
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Content will flow between media spaces
Entertainment
TV/games
Be entertained as a group
Personal readers
E-readers
Learning, reflectionrelaxation, retreat
Personal, portable
Mobile
Contacts, friends, gamesmusic, chat, private
Interactive
Laptop/PC
Research, shopping, public comms, learning, sharing, connect, play
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Old model: media as gatekeepers
Media Owners
Information
Edit choice
AudiencesAdvertisers
Package informationSell access via advertising
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New model: search and direct publishing
Media Owners
Information
Edit choice
AudiencesAdvertisers
search
direct publishing
PPC
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Multi-media niche businesses can charge a premium
AUDIENCETargeted content
Relevant adsConnect with peers
DebateCreateShare
Membership
ADVERTISERSSpecialist audienceBespoke solutionsLead generation
Develop relationships
Print Web Mobile Events
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5 tips for content producers…..
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#1: Experiment with new content types & channels
ContentBrand
AudioVideo
GamesApps &ToolsEvents
Chat
Mobile
Words
Images
Ereaders
Web
Networks
Channels/ devices Content types
Social Media Usercontent
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#2 Create content that audiences can export, share, contribute to…
• Download to mobile
• Digital edition
• Add to social media
• Contribute my content
• Upload to web
• Copy to e-reader
• Share with friends
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#3. Turn brand into a meeting place
• Don’t hog the airtime
• Host the conversation
• Help people connect
• Create a sense of membership
• Make it easy to contribute
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#4: Engage your audience
• Add games & competitions
• Create narrative and characters
• Encourage interaction and comment
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#5: Nurture the core
• Who is your core audience?
• Understand their needs
• Create intelligent content
• Create a dialogue
• Enable networking
• Make them feel special
• Invite them to contribute
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What content will customers value?
Solve a problem
Acquire new skillsHelp my business grow
Worth sharing withlike-minded people
Help with a complex purchase
Helps with a big project
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Content is marketing – free vs paid
Free – news, gossip, attracts new entrants
Paid – valuablecontent
Search
Search
SearchConversion
