Trends in Content Strategy: Publishers can Make Money Again
Upcoming SlideShare
Loading in...5
×
 

Trends in Content Strategy: Publishers can Make Money Again

on

  • 490 views

Video version of this: http://allegoriedesign.com/?p=363 ...

Video version of this: http://allegoriedesign.com/?p=363

Detailed Description:

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.

Statistics

Views

Total Views
490
Views on SlideShare
452
Embed Views
38

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 38

http://allegoriedesign.com 38

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Trends in Content Strategy: Publishers can Make Money Again Trends in Content Strategy: Publishers can Make Money Again Presentation Transcript

  • 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. @MrobertsOnlineSaturday, December 1, 2012
  • 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
  • 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
  • Publishers vs. Product Companies Inbound Marketing vs. Paid Content Napster vs. iTunes Free Blog vs. Paid App @MrobertsOnlineSaturday, December 1, 2012
  • 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
  • 1 Print went wide instead of deep due to distribution costs @MrobertsOnlineSaturday, December 1, 2012
  • 1 Print went wide instead of deep due to distribution costs 2 Google systematically gave away content @MrobertsOnlineSaturday, December 1, 2012
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Last 3 years Google vs. Apple @MrobertsOnlineSaturday, December 1, 2012
  • Last 3 years Google vs. Apple Content Paid, copyrighted, commoditization, vs. professional open source content @MrobertsOnlineSaturday, December 1, 2012
  • Last 3 years Google vs. Apple Content Paid, copyrighted, commoditization, vs. professional open source content Marginally Commoditized vs. differentiated content @MrobertsOnlineSaturday, December 1, 2012
  • Next 3 years Marginally Highly differentiated vs. differentiated content content @MrobertsOnlineSaturday, December 1, 2012
  • Next 3 years Marginally Highly differentiated vs. differentiated content content HTML 5 makes this possible for big and small alike @MrobertsOnlineSaturday, December 1, 2012
  • Some inspiration, ideas and research from: Jeremiah Owyang ComScore Thomas Baekdal Altimiter Group McKinsey Richard Bartel Gabe Zicherman Roger McNamee @MrobertsOnlineSaturday, December 1, 2012
  • Saturday, December 1, 2012
  • Questions? Mike Roberts 562.481.1117 Roberts.SanDiego@gmail.com Blog: www.AllegorieDesign.com @MrobertsOnline www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012