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But first, a few questions
#Sourcing
We have a good team
of in-house writers and
ad-hoc contributors
across the industry.

...
Segment	
  audiences	
  by	
  industry	
  and	
  role.	
  Then	
  use	
  list-­‐based	
  
tools	
  to	
  track	
  their	
 ...
Our	
  team	
  of	
  in-­‐house	
  writers	
  is	
  finite.	
  And	
  
they	
  can	
  never	
  be	
  experts	
  at	
  every...
The	
  Internet	
  Retail	
  Expo	
  ‘14	
  sessions	
  can	
  be	
  accessed	
  
as	
  trailers,	
  full	
  videos,	
  sl...
4. Structure your content #production
Create	
  content	
  like	
  code	
  —	
  in	
  modules.	
  	
  
	
  
Modules	
  can...
Once	
  content	
  is	
  structured,	
  we	
  have	
  
room	
  for	
  everything	
  from	
  gamifica-on	
  
and	
  loyalty	...
Audience	
  insights,	
  however	
  granular,	
  
show	
  pa^erns	
  over	
  >me.	
  Broadcasters	
  
have	
  always	
  us...
Connected	
  audiences	
  today	
  consume	
  news	
  
and	
  informa>on	
  in	
  bits	
  and	
  pieces	
  from	
  
mul-pl...
There’s	
  no	
  point	
  to	
  measuring	
  
everything	
  if	
  we	
  don’t	
  know	
  what	
  to	
  do	
  
with	
  it	
...
9. Create new inventory #monetisation
Why have just display ads? Why not brand
multimedia content like infographics,
photo...
10. Work with iamWire #smartpublishing
Sourcing

•  List-ening Grid
•  Event Content
•  Social Gravity
•  Relationship
Pro...
Pawan Gupta
Founder & CEO, www.comezzo.com
+91 90087 88500
LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo
Twitter...
Be future-ready publishers - Build a digital supply chain of your content
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Be future-ready publishers - Build a digital supply chain of your content

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Be future ready publishers via building a digital supply chain of your content. Here is a 10 step guide for publishers.

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Be future-ready publishers - Build a digital supply chain of your content

  1. 1. But first, a few questions #Sourcing We have a good team of in-house writers and ad-hoc contributors across the industry. What other channels do we use to generate content? #Production Apart from the usual articles, we produce videos, audios, chats, surveys and listings. How deep is their integration with our mainstream content? #Packaging Our archive has five years worth of stories on every aspect of people management. Can readers find and experience our content based on their habits? #Distribution All our content can be accessed on our web and mobile sites. What is our visibility on our audience’s most preferred platforms for media consumption? #Metrics We generate several million pageviews a year and are know as the top media platform in our niche. But do we know which audience segment generates most of these page views? Or the location? Or device? Or time of day? What intelligence do we have? #Monetisation Advertising, both in print and online, is our primary source of revenue. We also have a modest income from corporate and individual print subscriptions. Can we charge a premium by being innovative with our inventory? How do we encourage digital subscribers? What  can  we  change  to  plug  these  gaps  in  our  publishing?  Let’s  pick  just  10  points  of  ac-on.  
  2. 2. Segment  audiences  by  industry  and  role.  Then  use  list-­‐based   tools  to  track  their  conversa>ons  and  preferences.      Look  for  and  engage  with  topics  or  influencers  with  high   social  gravity.  Include  these  in  our  editorial  checklist.     Establish  our  lists  as  great  resources  for  the  industry  to   follow.  Each  list  must  also  be  developed  into  a  good  sample   userbase  for  any  content  we  produce  in  that  segment.       Similarly,  use  Google’s  keyword  and  trends  tools  to  track   rising  searches  in  various  segments.  This  will  ensure  that  our   content  machine  responds  in  >me  to  changes  in  audience   interest  and  rides  these  graphs  to  their  peak.     These  tools  will  give  us  a  very  wide  pool  of  topics  to  address.   How  will  we  ensure  our  content  throughput  keeps  up?     1. Build a list-ening grid #sourcing
  3. 3. Our  team  of  in-­‐house  writers  is  finite.  And   they  can  never  be  experts  at  everything.   Hence,  user  contribu>ons.     Brands,  industry  leaders,  even  bloggers   seek  a  share  of  voice  in  their  niche  media.   But  their  contribu>ons  are  usually  one-­‐off   appearances  and  inconsistent  over  >me.     Build  rela-onship  programs  that  connect   with  all  types  of  influencers,  map  them  to   an  area  of  exper>se  and  then  assign  and   retrieve  regular  contribu>ons  from  them.     Outreach  for  content  will  also  improve  our   speaker  selec>on,  lead  genera>on,  talent   referral,  even  audience  development.       Conversely,  can  we  get  such  non-­‐editorial   ac-vi-es  to  generate  content?     2. Set up contributor programs #sourcing
  4. 4. The  Internet  Retail  Expo  ‘14  sessions  can  be  accessed   as  trailers,  full  videos,  slideshows,  Storifys,  even   audience  data  charts.  Can  such  event  archives  evolve   into  a  paywalled  and  searchable  knowledgebase?   Our  events  —  we  do  several  each  month  —  aggregate   the  industry’s  best  around  meaningful  conversa>ons.   Why  do  they  need  to  have  a  shelf  life?  Document   every  interac>on  as  a  mul-media  recap.         3. Get content, data at events #sourcing
  5. 5. 4. Structure your content #production Create  content  like  code  —  in  modules.       Modules  can  be  reused  and  repurposed   across  mul>ple  stories.  They  are  more   adap-ve  across  pla?orms  or  contexts,   and  easier  to  search,  sort  or  filter.       Use  natural  language  processing  (NLP)  to   automa>cally  and  thoroughly  bag  and  tag   each  module  of  content.     This  structure  also  allows  us  to  produce   stories  with  mul-ple,  dis-nct  sources  and   creates  possibili>es  for  co-­‐crea>on  with   our  users  —  even  with  programs.     With  structure,  we  can  also  allow  users  to   follow  specific  topics,  writers  or  stories   instead  of  the  en>re  site.  But  how  will  we   ensure  content  relevance?  
  6. 6. Once  content  is  structured,  we  have   room  for  everything  from  gamifica-on   and  loyalty  programs  to  engagement   tracking  by  module  type,  number  of   modules  per  visit,  and  more.     The  key  is  relevance.  Know  who  and   what  our  audience  reads,  the  order   they  read  it  in,  the  plaorms  or  devices   they  read  it  on,  the  >me  of  day  and   loca>on  they  read  it  at,  people  they   share  it  with.  Plan,  produce,  deliver   content  accordingly.  Merchandise  it.     In  >me,  each  user’s  experience  will  be   customised  to  his/her  preferences.  But   how  will  we  extend  these  insights  to   macro-­‐level  editorial  planning?   5. Personalise #production #packaging
  7. 7. Audience  insights,  however  granular,   show  pa^erns  over  >me.  Broadcasters   have  always  used  these  as  the  basis  for   their  channel  programming.     That’s  why  we  know  that  Star  Movies’   Fridays  are  comedy  nights  and  Sunday   a`ernoons  are  thriller  marathons.       We  need  to  build  audience  habits  and   push  related  proper>es  that  we  want  to   be  known  for,  based  on  insights   gathered  in  sourcing  and  produc>on.     Set  up  an  editorial  calendar  to  start   building  monthly  themes  and  recurring   genres.  Then  assign  story  ideas  and   formats  to  writers  and  contributors.     Now,  do  we  bring  the  audience  to  the   party  or  just  go  where  the  audience  is?         6. Ride the audience’s habits #packaging
  8. 8. Connected  audiences  today  consume  news   and  informa>on  in  bits  and  pieces  from   mul-ple  streams  —  mobile  no>fica>on   screens,  email  newsle^ers,  social  feeds,   aggrega>on  apps,  etc.       We  need  to  be  everywhere,  no  excuses.  The   key  is  to  automate  just  enough  of  the   process  for  it  to  stop  being  an  effort,  and   manually  coordinate  the  rest  so  users  don’t   feel  there’s  a  robot  across  the  channel.       But  what  happens  when  people  talk  back?   Social  media  management  is  exactly  like   running  a  contact  centre.  Be  quick,  be   relevant,  don’t  screw  up.  Set  up  guidelines.     At  a  cri>cal  mass,  our  communica>on  will   evolve  beyond  posts/replies  to  reminders/ sugges>ons.  How  will  we  know  when?       7. Show up and follow up #distribution
  9. 9. There’s  no  point  to  measuring   everything  if  we  don’t  know  what  to  do   with  it  —  and  when.  Hence,  lifecycles.     Use  cookies  to  iden>fy  users  and   compile  their  online  habits.  Assign  to   various  stages  of  the  audience  lifecycle.   Transi>ons  between  stages  can  trigger   user  prompts  to  dive  deeper  or  stay  on.       Track  acquisi>on,  reten>on,  leakage,  et   al.  Iden>fy  affini>es  between  user  or   content  segments.  Build,  act  on  data.       Correlate  these  with  performance  data   on  our  topics,  formats,  even  authors.       With  all  these  numbers,  can’t  we  also   give  adver-sers  beDer  opportuni-es  to   connect  with  our  audience?       8. Track the audience lifecycle #metrics Visitor   New  Contact   Engaged  Contact   Evangelist  Contact   Slipping  Contact   Dropout  
  10. 10. 9. Create new inventory #monetisation Why have just display ads? Why not brand multimedia content like infographics, photos, videos, live chats, ebooks, more? Note how IBM chose power of data as the single theme for useful content in various formats, then aggregated them in one unit. Sponsored widgets are a tremendous way for brands to build a reputation as a source of useful content in their niche. For users, we should also experiment with freemium subscriptions, micropayments. Steps 1 to 9 are all key changes in product, workflow and culture. How will we execute them without bringing the house down?
  11. 11. 10. Work with iamWire #smartpublishing Sourcing •  List-ening Grid •  Event Content •  Social Gravity •  Relationship Programs Production •  Tools, Strategy •  NLP Effects •  Structured Content, Data Packaging •  Programmed Publishing •  Content Merchandising Distribution •  Tools, Strategy •  Social, Email, Mobile, UI/UX Management Metrics •  Tools, Strategy •  User Research and Tracking •  Performance Metrics, Alerts Monetisation •  Inventory Innovation •  Subscription Programs
  12. 12. Pawan Gupta Founder & CEO, www.comezzo.com +91 90087 88500 LinkedIn: https://www.linkedin.com/in/pawanguptacomezzo Twitter: https://twitter.com/guptapawan Lead with content...

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