Content is King
Content is King:
Developing marketing-changing
strategies with a unique content approach.

Jon Brendsal

Mike Renner

VP, ...
A POSIT...
Effective Digital Marketing Lives in The Context of
Content
• Content provides the context for making a marketi...
REACH & RECOGNITION

© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

4
ICONIC BRANDS

© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

5
10 YEARS AGO...
• Broadcast centric
• Pixel perfect production culture
• Little interactive capability
• Shovel-ware conte...
WITNESSING A SEA CHANGE
• Explosion of content and publishers competing for digital
audience
• Fragmentation of online con...
WE NEEDED TO CHANGE
• Give them what they want
• Where they are
• When they want to see it
• Maintain a business model
• A...
FAST FORWARD TO TODAY
• Distribution Channels
• Legacy Web
• Mobile
• Native Apps (iPhone / iPad)
• MobileWeb (Kindle Fire...
WHAT DID IT TAKE?
• An organization that could execute
• A data strategy
• A technology platform that could power it all

...
AN ORGANIZATION
• What did we need:
• Product management
• Product development
• How did we get it:
• Combination of Partn...
A DATA STRATEGY
• Break down the static silos
• Metadata repository / registry of all content
• Exposed content through se...
A TECHNOLOGY PLATFORM
• A metadata repository / registry
• Producers / stations ‘advertise’ their content by publishing
hi...
© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

14
Thank You
Jon Brendsal

Mike Renner

VP, Products

VP, Account Management

© Copyright 2014. 3Pillar | All rights reserved...
ABOUT PBS
• 600 employees
• Non-profit member organization
• 165 independent member dues-paying stations
• General Audienc...
5 YEARS AGO…
• Hosting operation (producer sites)
• Lack of product orientation & vision
• Stations being swamped by techn...
BY THE NUMBERS – SEPTEMBER 2012

© Copyright 2014. 3Pillar | All rights reserved Strictly Confidential

18
MONETIZATION
• Combine Sponsorship with content
• Preroll and Midroll
• Content aligned fund raising
• Static Advertising
...
A COMPREHENSIVE APPROACH
• Unlock the content from the broadcast silo (transcoding
and metadata about device capabilities)...
THE STATION CHALLENGE
• Independent legal entities
• Wide range in size and capabilities
• ‘Haves’ and ‘have nots’
• Limit...
THE CMS CHALLENGE
• Content ‘owned’ by producer
• No content syndication
• Independent websites
• No common CMS or publish...
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Content is King

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Companies like PBS have all new challenges in meeting their customer demands with the increasing adoption of disruptive technologies. Simply taking content delivered across traditional channels like the TV and website no longer apply. To build a meaningful experience that leverages the vast amounts of content – PBS and 3Pillar developed a ground-up meta-data architecture that combined the two very disparate worlds of structured and unstructured data. This metadata strategy allows PBS to be predictive in serving up content; it allows PBS to run analytics for improving the experience and optimizing their business strategy.

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  • We live in a content centric world and a new era of ubiquitous digital distribution where there are no boundaries of time and geography. More and more of our focus in content: Facebook, Twitter, Streaming Video, Geo Mash-ups, etc.The proliferation of mobile individual smart devices (phones, tablets, etc) gives opportunities to create a 1 to 1 individualized experience with content as well as target marketing messages based on content and user preferences.The keys to effective digital marketing include the ability to merge targeted marketing messaging to be presented in the context of an engaging content experience which was chosen by an individual. However, to make all this work, it takes a technology platform that brings together…. Content management, consistent taxonomy, discoverability, etc. (Need to work this this list)The PBS story is a view into a journey that brought all this together.
  • Mobile is 59% of totalstreams
  • Our future
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • 165 independent member dues-paying stationsStation sponsored/owned (e.g. Frontline)Independent (Children’s Television Workshop)
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreamsMetadata to allow content identification and affiliationServices AP all the blending content to with marketing messaging and metrics
  • Mobile is 59% of totalstreams
  • Mobile is 59% of totalstreams
  • Transcript of "Content is King"

    1. 1. Content is King
    2. 2. Content is King: Developing marketing-changing strategies with a unique content approach. Jon Brendsal Mike Renner VP, Products VP, Account Management © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 2
    3. 3. A POSIT... Effective Digital Marketing Lives in The Context of Content • Content provides the context for making a marketing message relevant • Content is a fingerprint for identifying audience and potential interest in a message • Content is generally a pull activity fueled by an individuals temporal interest • Digital devices allow individuals to consume what they want, where they want it, when they want it. – Maximum Reach © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 3
    4. 4. REACH & RECOGNITION © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 4
    5. 5. ICONIC BRANDS © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 5
    6. 6. 10 YEARS AGO... • Broadcast centric • Pixel perfect production culture • Little interactive capability • Shovel-ware content • Aging audience demographic © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 6
    7. 7. WITNESSING A SEA CHANGE • Explosion of content and publishers competing for digital audience • Fragmentation of online content • Explosion of distribution channels (devices, mobile, Facebook, Twitter) • Viewers increasingly demanded what they wanted, where the wanted it, and • Decline in public/corporate funding • Increasingly irrelevant in the digital world? © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 7
    8. 8. WE NEEDED TO CHANGE • Give them what they want • Where they are • When they want to see it • Maintain a business model • Acquire/develop technical capability to execute and deliver © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 8
    9. 9. FAST FORWARD TO TODAY • Distribution Channels • Legacy Web • Mobile • Native Apps (iPhone / iPad) • MobileWeb (Kindle Fire, Android, Blackberry) • Over-the-Top (GoogleTV, Boxee, Xbox, Roku…) • Commercial – iTunes, Amazon, Netflix, Hulu • Robust technology platform • Maturing product organization © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 9
    10. 10. WHAT DID IT TAKE? • An organization that could execute • A data strategy • A technology platform that could power it all © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 10
    11. 11. AN ORGANIZATION • What did we need: • Product management • Product development • How did we get it: • Combination of Partnering and In-house • Fully Integrated team encompassing all disciplines • Partner to bring expertise in creating a product organization • Leverage partner strength in technology and development © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 11
    12. 12. A DATA STRATEGY • Break down the static silos • Metadata repository / registry of all content • Exposed content through services / feeds • Transcode video for multiple platforms • Build audience experiences © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 12
    13. 13. A TECHNOLOGY PLATFORM • A metadata repository / registry • Producers / stations ‘advertise’ their content by publishing highly structured metadata • Basic metadata includes: title, thumbnails, destination URL, description • Robust API to feed downstream clients • Instrumentation of apps • Ability to insert content aware Pre-roll, Static Ads, Donor Appeals © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 13
    14. 14. © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 14
    15. 15. Thank You Jon Brendsal Mike Renner VP, Products VP, Account Management © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 15
    16. 16. ABOUT PBS • 600 employees • Non-profit member organization • 165 independent member dues-paying stations • General Audience, Kids, Education • Dues are used for content and infrastructure • Stations / producers are not owned by PBS • You don’t listen to us on the radio © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 16
    17. 17. 5 YEARS AGO… • Hosting operation (producer sites) • Lack of product orientation & vision • Stations being swamped by technology wave • Producers frustrated with inability to innovate on hosting platform • No internal development capacity • Antiquated technology platform © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 17
    18. 18. BY THE NUMBERS – SEPTEMBER 2012 © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 18
    19. 19. MONETIZATION • Combine Sponsorship with content • Preroll and Midroll • Content aligned fund raising • Static Advertising © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 19
    20. 20. A COMPREHENSIVE APPROACH • Unlock the content from the broadcast silo (transcoding and metadata about device capabilities) • Expose metadata to allow us to serve targeted content to disparate distribution endpoints (APIs) • Scaleable, on-demand infrastructure • A digital first mindset • A product-oriented organization • A Marketing/Monetization Strategy © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 20
    21. 21. THE STATION CHALLENGE • Independent legal entities • Wide range in size and capabilities • ‘Haves’ and ‘have nots’ • Limited technical capability • Relationship with their viewers is based mostly on the local broadcast channel • Being disintermediated by the Internet © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 21
    22. 22. THE CMS CHALLENGE • Content ‘owned’ by producer • No content syndication • Independent websites • No common CMS or publishing system • Silos of unstructured data • Poor discoverability © Copyright 2014. 3Pillar | All rights reserved Strictly Confidential 22
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