Content Needs Context to Survive    The right content, for the right     audience, at the right time.
The key element for successful Content is   QUALITY, content that is in demand…                …right?
Maybe.
Consider….1.   World-renowned. Sells out theatres.2.   Plays a multi-million dollar Stradivarius.3.   Concert tickets are ...
Same violin. Same talent. Same artist.In street clothes, on a DC Metroplatform, during rush hour…
All but ignored.
True story.
"It was a strange feeling, that people were actually, ah . . .“The word doesnt come easily.". . . ignoring me.“Joshua Bell...
Context.Right time.Right place.Right audience.
So, what could this mean for content     producers and strategists?“Content isnt King, because it isnt scarce. Its everywh...
Question:Is the content you’re promoting the equivalent   of a virtuoso performance?
Question:Is the content you’re promoting the equivalent   of a virtuoso performance?If so, how would it perform in ‘the Me...
Question:Is the content you’re promoting the equivalent   of a virtuoso performance?And if it isn’t at that level, how do ...
Still: keep sharing.
Just remember that many open       channels are noisy.
Our situation isn’t Bell’s: he returned to       concert halls the next day. His experience of being ignored was a        ...
For content producers, busking would        be an improvement. At least there’s less competition.
Better ways to   survive?
Be smart: context is relative.Learn from Joshua Bell’s example.What could our virtuoso violinist have done to get adiffere...
IDEAS.
1. Research the audience beforehand.  What if, in advance, Joshua had asked  Metro riders what they would want  to hear, w...
Application: Before you composeyour content, ask people what theywant to see, and hear, and notifythem when you’ve fulfill...
2. CollaborateWhat if Josh asked local shops in the metroabout performing for their customers?
Application: Content partnerships– rather thancreate content as a lone wolf, find acollaboration team. They have a vested ...
3. TargetWhat if Bell had performed at a venue that wasknown to gather busking crowds?
Application: Content targeting– don’t sharecontent that doesn’t fit the audience, createcontent with one audience in mind ...
4. Invite an audience, before you                  publish• What if Bell had invited friends, family, and  colleagues, to ...
Application: Contact your professional networkprior to the content’s publication/dissemination,and get an audience ready t...
An audience, the community, gives the         content a context.• Ironically, it’s hard to build a community prior  to con...
Questions?Contact me:Twitter: http://twitter.com/briancrouchGoogle+: http://goo.gl/zXSvJ                   Thanks for view...
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Content needs context to survive

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  • It wasn’t the content’s quality, it was the context. Content needs context to survive.
  • Content needs context to survive

    1. 1. Content Needs Context to Survive The right content, for the right audience, at the right time.
    2. 2. The key element for successful Content is QUALITY, content that is in demand… …right?
    3. 3. Maybe.
    4. 4. Consider….1. World-renowned. Sells out theatres.2. Plays a multi-million dollar Stradivarius.3. Concert tickets are $100 minimum.Content demand = Proven.
    5. 5. Same violin. Same talent. Same artist.In street clothes, on a DC Metroplatform, during rush hour…
    6. 6. All but ignored.
    7. 7. True story.
    8. 8. "It was a strange feeling, that people were actually, ah . . .“The word doesnt come easily.". . . ignoring me.“Joshua Bell is laughing. Its at himself."At a music hall, Ill get upset if someone coughs or if someonescellphone goes off. But here, my expectations quicklydiminished. I started to appreciate any acknowledgment, even aslight glance up. I was oddly grateful when someone threw in adollar instead of change." This is from a man whose talents cancommand $1,000 a minute. Pearls Before Breakfast, Gene Weingarten, Washington Post, April 8, 2007
    9. 9. Context.Right time.Right place.Right audience.
    10. 10. So, what could this mean for content producers and strategists?“Content isnt King, because it isnt scarce. Its everywhere, its overwhelming, and its gone from quality to noise.” -Steve Rosenbaum of Magnify.net, in BusinessInsider
    11. 11. Question:Is the content you’re promoting the equivalent of a virtuoso performance?
    12. 12. Question:Is the content you’re promoting the equivalent of a virtuoso performance?If so, how would it perform in ‘the Metro’ (i.e, wrong environment, a noisy channel, at a busy time?)
    13. 13. Question:Is the content you’re promoting the equivalent of a virtuoso performance?And if it isn’t at that level, how do you expect it to fare in any venue, let alone a noisy one?
    14. 14. Still: keep sharing.
    15. 15. Just remember that many open channels are noisy.
    16. 16. Our situation isn’t Bell’s: he returned to concert halls the next day. His experience of being ignored was a novelty to him.
    17. 17. For content producers, busking would be an improvement. At least there’s less competition.
    18. 18. Better ways to survive?
    19. 19. Be smart: context is relative.Learn from Joshua Bell’s example.What could our virtuoso violinist have done to get adifferent result in the same Metro environment?
    20. 20. IDEAS.
    21. 21. 1. Research the audience beforehand. What if, in advance, Joshua had asked Metro riders what they would want to hear, when would be a good time?
    22. 22. Application: Before you composeyour content, ask people what theywant to see, and hear, and notifythem when you’ve fulfilled theirwishes/needs.
    23. 23. 2. CollaborateWhat if Josh asked local shops in the metroabout performing for their customers?
    24. 24. Application: Content partnerships– rather thancreate content as a lone wolf, find acollaboration team. They have a vested stake.Their audiences can make the difference.
    25. 25. 3. TargetWhat if Bell had performed at a venue that wasknown to gather busking crowds?
    26. 26. Application: Content targeting– don’t sharecontent that doesn’t fit the audience, createcontent with one audience in mind (nichetargeting) and share it where they congregate.
    27. 27. 4. Invite an audience, before you publish• What if Bell had invited friends, family, and colleagues, to join him at the Metro?
    28. 28. Application: Contact your professional networkprior to the content’s publication/dissemination,and get an audience ready to receive it. Advancenotice also gives you feedback for improvementand optimal timing.
    29. 29. An audience, the community, gives the content a context.• Ironically, it’s hard to build a community prior to content: build incrementally.• Know what your community needs. Provide it. Grow organically.• If you “busk,” be prepared for a distracted, unready audience. Keep performing, but set yourself up for success.
    30. 30. Questions?Contact me:Twitter: http://twitter.com/briancrouchGoogle+: http://goo.gl/zXSvJ Thanks for viewing! http://www.SDL.com©Brian Crouch

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