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Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
Innovate/Content: Creating Content That Makes A Difference
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Innovate/Content: Creating Content That Makes A Difference

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  • 1. CREATINGCONTENTTHAT MAKES A DIFFERENCEBY @SHANESNOW, CIO OF @CONTENTLY INNOVATE/CONTENT 2012
  • 2. IT’S A SOCIALMEDIA WORLD INNOVATE/CONTENT 2012
  • 3. NO ONE WANTSTO CONSUME, SHARE, SYNDICATE,COMMENT ON, OR LINK TOCONTENT THAT SUCKS. INNOVATE/CONTENT 2012
  • 4. INNOVATE/CONTENT 2012
  • 5. MEASURING “QUALITY”THE HIGHEST QUALITYCONTENT IS THE CONTENTTHAT MAKES THE MOSTDIFFERENCE. INNOVATE/CONTENT 2012
  • 6. MAKING A DIFFERENCEBUSINESSES’ BOTTOM LINEAUDIENCES’ RELATIONSHIPS / INTELLIGENCECREATIVE TALENT’S BOTTOM LINE INNOVATE/CONTENT 2012
  • 7. DEFINING “CONTENT”SUBSTANTIVE INFORMATIONOR CREATIVE MATERIAL INNOVATE/CONTENT 2012
  • 8. CONTENT CONTAINERINNOVATE/CONTENT 2012
  • 9. CONTENTADVERTISING INNOVATE/CONTENT 2012
  • 10. CONTENT SPONSOR CREATING IT INNOVATE/CONTENT 2012
  • 11. The publishers that dominate thenext generation of media will be theones whose content makes thebiggest difference to the mostpeople. INNOVATE/CONTENT 2012
  • 12. INNOVATE/CONTENT 2012
  • 13. INNOVATE/CONTENT 2012
  • 14. INNOVATE/CONTENT 2012
  • 15. INNOVATE/CONTENT 2012
  • 16. INNOVATE/CONTENT 2012
  • 17. INNOVATE/CONTENT 2012
  • 18. “We are basically always arguingabout the best ideas to show ourreaders and the best ways topresent that content.”Nilay Patel, Managing Editor of The Verge. INNOVATE/CONTENT 2012
  • 19. How The Verge Creates Difference-Making ContentEditorial design that makes content a pleasure to consumeStories and headlines are based on what will make peoplelook intelligent to their friendsSuper hero lineup of talent with followings and influenceData and technology driven publishing process INNOVATE/CONTENT 2012
  • 20. INNOVATE/CONTENT 2012
  • 21. INNOVATE/CONTENT 2012
  • 22. INNOVATE/CONTENT 2012
  • 23. “The best snowboardingvideo ever produced, and itsbeen produced by a brand."Kyle Monson, content strategist and founder ofKnock2x INNOVATE/CONTENT 2012
  • 24. INNOVATE/CONTENT 2012
  • 25. Circulation5 Million 3.2 Million 2.1 Million INNOVATE/CONTENT 2012
  • 26. How Red Bull Creates Difference-Making ContentUnderstands what the audience wantsUses budget advantage for unique and high-impactstorytellingKeeps content and advertising separateTaps global network of freelancers and talent scouts INNOVATE/CONTENT 2012
  • 27. INNOVATE/CONTENT 2012
  • 28. INNOVATE/CONTENT 2012
  • 29. INNOVATE/CONTENT 2012
  • 30. INNOVATE/CONTENT 2012
  • 31. INNOVATE/CONTENT 2012
  • 32. INNOVATE/CONTENT 2012
  • 33. How Mashable Creates Difference-Making ContentExpect every user to come from socialSpeak to the influencer crowdWrite clickable headlines that don’t deceivePost guests’ content to bring in new audiencesUse quality branded content series to fund the operation INNOVATE/CONTENT 2012
  • 34. CREATING BETTERCONTENT INNOVATE/CONTENT 2012
  • 35. INNOVATE/CONTENT 2012
  • 36. INNOVATE/CONTENT 2012
  • 37. THE CONTENTLY NETWORKWorld’s largest database of vetted, professional journalists for hire. FREELANCERS WITH EXPERIENCE AT AND MORE... INNOVATE/CONTENT 2012
  • 38. contently.com/blog INNOVATE/CONTENT 2012
  • 39. HOW TO CREATECONTENT THATMAKES A DIFFERENCEFOR YOURSTAKEHOLDERS: INNOVATE/CONTENT 2012
  • 40. INVEST IN CREATIVETALENT INNOVATE/CONTENT 2012
  • 41. GIVE THE AUDIENCEWHAT ITWANTS(NOT JUST WHAT YOU OR YOUR ADVERTISERS WANT) INNOVATE/CONTENT 2012
  • 42. BE LEAN, AND USE BETTERTECHNOLOGY INNOVATE/CONTENT 2012
  • 43. GROW AUDIENCE VIAINFLUENCERS’CONTENT INNOVATE/CONTENT 2012
  • 44. MONETIZE WITHSPONSOREDCONTENT(SO YOU CAN INVEST IN EVEN BETTERSTORYTELLING) INNOVATE/CONTENT 2012
  • 45. PLAN AND PUBLISH FORSOCIAL FIRST INNOVATE/CONTENT 2012
  • 46. “As social media becomes more important forcontent distribution -- and Google searchbecomes less important -- there will be arace to quality. Only people that arededicated to quality content in the long-termwill be able to take best advantage of thischange.”Marty Moe, cofounder and publisher of The Verge and CCO of VoxMedia. INNOVATE/CONTENT 2012
  • 47. THE MEDIA COMPANIESWITH THE BRIGHTESTFUTURES ARETHE ONES RACING TO MAKEA DIFFERENCE. INNOVATE/CONTENT 2012
  • 48. GET THESE SLIDES:BIT.LY/INNOVATECONTENTLYDIG DEEPER:CONTENTLY.COM/BLOGCONTENTLY.COM/ETHICSPARTNERSHIPS@CONTENTLY.COMFOLLOW US:@SHANESNOW AND @CONTENTLY INNOVATE/CONTENT 2012

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