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Expanding our expectations of "everyone" at Content Strategy Summit 2015

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Content strategy both champions and makes possible the idea that "everyone is a publisher." New platforms and approaches to collaboration let us reframe the conversation beyond traditional book publishing. But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of "everyone" to just the white and wealthy world and the more cutting-edge businesses it spawns?
Maybe that's the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic.
Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades.
The author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define "publishing," anyhow?

Presented at Content Strategy Summit, #CSSummit, online, on September 22, 2015

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Expanding our expectations of "everyone" at Content Strategy Summit 2015

  1. EXPANDING OUR EXPECTATIONS OF “EVERYONE” Margot Bloomstein @mbloomstein Content Strategy Summit 092215 #CSSummit
  2. 2 Once upon a time, publishing was easy.The masses are speaking. 2007
  3. 3 The masses are speaking. 2011
  4. 4 The masses are speaking. 2011
  5. 5 The masses are speaking. 2011
  6. 6 The masses are speaking. 2011
  7. 7 The masses are speaking. 2011
  8. 9
  9. 10 ©New York Times
  10. 11 ©New York Times
  11. 12 Trump said that “illegal immigration” cost “more than $200 billion a year.” We couldn’t find any support for that. Actually, it could cost taxpayers $137 billion or more to deport the 11 million immigrants in the country illegally, as Trump proposes. FactCheck.org
  12. 13 Fiorina said “I would conduct regular, aggressive military exercises in the Baltic states” as part of a new strategy to contain Russian President Vladimir Putin's ambitions. That already happened this summer, under Obama and NATO. San Jose Mercury News
  13. 14 But publishing used to be easy: Own the channel, own the message.
  14. Own the technology, control the communication. 1450, Jost Amman
  15. Own the technology, control the communication. 1808
  16. 17
  17. Own the technology, control the communication.
  18. Once upon a time, competing voices in the fourth estate kept each other in check.
  19. 23 1250 1300 1350 1400 1450 1500 1550 1600 1650 1990 1995 2000 2005 2010 Newspapers in daily circulation Source: Pew Research Center’s Project for Excellence in Journalism State of the Media Report
  20. 24 1250 1300 1350 1400 1450 1500 1550 1600 1650 1990 1995 2000 2005 2010 Newspapers in daily circulation –15% in daily titles –28% in employees
  21. 25 1250 1300 1350 1400 1450 1500 1550 1600 1650 1990 1995 2000 2005 2010 Newspapers in daily circulation 50MM daily active users (100MM today)
  22. Does social media democratize publishing? Is this a significant change?
  23. 27 Meet the new boss, same as the old boss © Yann Pinguet
  24. Has anything changed?
  25. 29
  26. 30
  27. 31© Reuters/Anis Mili
  28. 32 Champion individual and diverse content creators; amplify insight, not repetition.
  29. Publishing as technology and distribution
  30. Publishing as technology and distribution… or as the creation of accessible content?
  31. 36 Champion individual and diverse content creators; amplify insight, not repetition. Evolve from defining publishing as technology and distribution to publishing as the design and analysis of content.
  32. 40 Champion individual and diverse content creators; amplify insight, not repetition. Evolve from defining publishing as technology and distribution to publishing as the design and analysis of content.
  33. How do we support democratized publishing in our own work?
  34. Facilitate quality with proactive guidelines
  35. Pre-empt misuse with anticipatory information
  36. 44 Champion individual and diverse content creators; amplify insight, not repetition. Evolve from defining publishing as technology and distribution to publishing as the design and analysis of content. Develop accessible tools to reduce barriers to quality.
  37. 45 Nicholas Kristof, New York Times, March 18, 2009
  38. Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

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