TREND 3 OF 7:    SOCIAL SEARCH AND A SHIFT    BACK TO USER PAID CONTENTSaturday, December 1, 2012
Giving away content      that isnʼt worth consuming      doesnʼt offer value just      because itʼs free.                 ...
Social search technology is being integrated to       include results from Facebook, Twitter and       Google+ to improve ...
Digital Content & Subscriptions is the fastest         growing retail e-commerce category in 2011         with a 26% growt...
Publishers vs. Product Companies             Inbound Marketing vs. Paid Content                               Napster vs. ...
Newspapers were forced to sell to         everyone. Now social is the distribution and         a niche strategy is crucial...
1         Print went wide         instead of deep         due to distribution         costs                               ...
1         Print went wide         instead of deep         due to distribution         costs             2 Google          ...
1         Print went wide         instead of deep         due to distribution         costs                             3 ...
1         Print went wide         instead of deep         due to distribution         costs                             3 ...
1         Print went wide         instead of deep         due to distribution                         5 Appleʼs model     ...
1         Print went wide         instead of deep         due to distribution                         5 Appleʼs model     ...
90% of devices          50% of devices          accessed internet       access internet          here 3-4 years ago      h...
Weʼve found other ways to find what we want                             Trip Advisor      Realtor.com                      ...
These now make up        half of searches                                 15 Billion apps have                            ...
Last 3       years                             Google   vs.   Apple                                                    @Mr...
Last 3       years                             Google   vs.   Apple            Content                         Paid, copyr...
Last 3       years                             Google   vs.   Apple            Content                         Paid, copyr...
Next 3       years                             Marginally     Highly                         differentiated vs. differenti...
Next 3       years                             Marginally     Highly                         differentiated vs. differenti...
Some inspiration, ideas and research from:               Jeremiah Owyang     ComScore               Thomas Baekdal      Al...
Saturday, December 1, 2012
Questions?     Mike Roberts     562.481.1117     Roberts.SanDiego@gmail.com     Blog: www.AllegorieDesign.com     @Mrobert...
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Trends in Content Strategy: Publishers can Make Money Again

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Marketers have believed that content must be given away to attract customers to buy something else the company offers. After all, with Google systematically giving away content across the web, there has been far too much out there for free to be able to charge for the same product. Google's search engine has become the main source to find new information online. This is starting to change though.

By giving away content for free, people can't make money producing it anymore and the quality has decreased. Publishers able to provide a better product than can be found for free have an opportunity to charge for the content itself. At the same time, social media has become mainstream and people have began to rely more on what their friends' recommendations than what Google's search engine produces.

Only excellent, high quality content will provide the necessary value to charge for it and only the best content will be shared through social networks.

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Trends in Content Strategy: Publishers can Make Money Again

  1. 1. TREND 3 OF 7: SOCIAL SEARCH AND A SHIFT BACK TO USER PAID CONTENTSaturday, December 1, 2012
  2. 2. Giving away content that isnʼt worth consuming doesnʼt offer value just because itʼs free. @MrobertsOnlineSaturday, December 1, 2012
  3. 3. Social search technology is being integrated to include results from Facebook, Twitter and Google+ to improve relevance. I care more about what my friend thinks than what Google shows me. People are starting on social platforms now. @MrobertsOnlineSaturday, December 1, 2012
  4. 4. Digital Content & Subscriptions is the fastest growing retail e-commerce category in 2011 with a 26% growth rate. Made up by downloaded subscriptions, music, movies, TV shows and e-books. Propelled by tablets and e-readers. Category growth will accelerate as these devices enter the mainstream. @MrobertsOnlineSaturday, December 1, 2012
  5. 5. Publishers vs. Product Companies Inbound Marketing vs. Paid Content Napster vs. iTunes Free Blog vs. Paid App @MrobertsOnlineSaturday, December 1, 2012
  6. 6. Newspapers were forced to sell to everyone. Now social is the distribution and a niche strategy is crucial. The niche increases relevance and value. People pay for value. @MrobertsOnlineSaturday, December 1, 2012
  7. 7. 1 Print went wide instead of deep due to distribution costs @MrobertsOnlineSaturday, December 1, 2012
  8. 8. 1 Print went wide instead of deep due to distribution costs 2 Google systematically gave away content @MrobertsOnlineSaturday, December 1, 2012
  9. 9. 1 Print went wide instead of deep due to distribution costs 3 Publishers couldnʼt make money anymore 2 Google systematically gave away content @MrobertsOnlineSaturday, December 1, 2012
  10. 10. 1 Print went wide instead of deep due to distribution costs 3 Publishers couldnʼt make money anymore 4 Inbound 2 Google marketing systematically takes off gave away content @MrobertsOnlineSaturday, December 1, 2012
  11. 11. 1 Print went wide instead of deep due to distribution 5 Appleʼs model costs takes off 3 Publishers couldnʼt make money anymore 4 Inbound 2 Google marketing systematically takes off gave away content @MrobertsOnlineSaturday, December 1, 2012
  12. 12. 1 Print went wide instead of deep due to distribution 5 Appleʼs model costs takes off 3 Publishers couldnʼt make money anymore 4 Inbound 6 Apple sells 100 2 Google marketing million internet systematically takes off connected gave away devices content @MrobertsOnlineSaturday, December 1, 2012
  13. 13. 90% of devices 50% of devices accessed internet access internet here 3-4 years ago here now Googleʼs main 1-5% of business searches @MrobertsOnlineSaturday, December 1, 2012
  14. 14. Weʼve found other ways to find what we want Trip Advisor Realtor.com LinkedIn GoodReads.com Yelp Spotify Match.com Pinterest Weather Email Maps @MrobertsOnlineSaturday, December 1, 2012
  15. 15. These now make up half of searches 15 Billion apps have been downloaded App usage (47.6%) beats out mobile browser usage (47.5%) for the first time @MrobertsOnlineSaturday, December 1, 2012
  16. 16. Last 3 years Google vs. Apple @MrobertsOnlineSaturday, December 1, 2012
  17. 17. Last 3 years Google vs. Apple Content Paid, copyrighted, commoditization, vs. professional open source content @MrobertsOnlineSaturday, December 1, 2012
  18. 18. Last 3 years Google vs. Apple Content Paid, copyrighted, commoditization, vs. professional open source content Marginally Commoditized vs. differentiated content @MrobertsOnlineSaturday, December 1, 2012
  19. 19. Next 3 years Marginally Highly differentiated vs. differentiated content content @MrobertsOnlineSaturday, December 1, 2012
  20. 20. Next 3 years Marginally Highly differentiated vs. differentiated content content HTML 5 makes this possible for big and small alike @MrobertsOnlineSaturday, December 1, 2012
  21. 21. Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group McKinsey Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnlineSaturday, December 1, 2012
  22. 22. Saturday, December 1, 2012
  23. 23. Questions? Mike Roberts 562.481.1117 Roberts.SanDiego@gmail.com Blog: www.AllegorieDesign.com @MrobertsOnline www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012

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