What content will be valued in future?

What content will be valued in future? Media Pro, 5 November 2009 Carolyn Morgan, Penmaen Media

Technology is changing media consumption behaviour Technology change 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

The old media silos TV BBC C4 Print Times Ideal Home NME Web Google Wikipedia Lastfm Mobile/ ipod itunes Walled gardens Radio Capital Classic FM

Media brands cross boundaries Grand Designs Event TV Web Magazine Book Lonely Planet TV Magazine Books Web Iphone app Google wave planning tool

Media starts the conversation TV programme Press article Web story Discuss with friends Vote Play games Share through social networks Reviews Ratings Comments Mash into own content Create or contribute

Different media spaces TV Passive entertainment Radio Background Distraction Mood Magazines Books Escape Relax Research Games Interact Compete Achieve

Content will flow between media spaces Entertainment TV/games Be entertained as a group Personal readers E-readers Learning, reflection relaxation, retreat Personal, portable Mobile Contacts, friends, games music, chat, private Interactive Laptop/PC Research, shopping, public comms, learning, sharing, connect, play

Old model: media as gatekeepers Media Owners Information Edit choice Audiences Advertisers Package information Sell access via advertising

New model: search and direct publishing Media Owners Information Edit choice Audiences Advertisers search direct publishing PPC

Multi-media niche businesses can charge a premium AUDIENCE Targeted content Relevant ads Connect with peers Debate Create Share Membership ADVERTISERS Specialist audience Bespoke solutions Lead generation Develop relationships Print Web Mobile Events

5 tips for content producers…..

#1: Experiment with new content types & channels Content Brand Audio Video Games Apps & Tools Events Chat Mobile Words Images Print Ereaders Web Networks Channels/ devices Content types Social Media User content

#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

#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

#4: Engage your audience
Add games & competitions
Create narrative and characters
Encourage interaction and comment

#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

What content will customers value? Solve a problem Acquire new skills Help my business grow Worth sharing with like-minded people Help with a complex purchase Helps with a big project

Content is marketing – free vs paid Free – news, gossip, attracts new entrants Paid – valuable content Search Search Search Conversion

Carolyn Morgan Penmaen Media 07887 625229 www.penmaen-media.co.uk [email_address]

What content will be valued in future?

by Penmaen Media on Nov 03, 2009

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What content will be valued in future? — Presentation Transcript