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The Value of Content
The document discusses the value of content and how it is affected by different factors such as devices, distribution methods, and cloud storage options. It notes that the lines are blurring between content producers, distributors, and device manufacturers. The value of content varies based on the interests and device ownership of audiences. Web analytics can provide insights into content value by tracking user behavior and content engagement on websites.
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The Value of Content
- 1. The Value ofContent Annenberg G d t F ll A b Graduate Fellowship P hi Program Micro-Seminar Mi S i Dana Chinn August 2011
- 2. • Introductions How will understanding the value of content help you in your studies? • Why content value is both device-based and device-agnostic • The blurring of content p g producers, distributors, device manufacturers , , • How cloud storage options affect content value • Valuing audiences based on the intensity of interest in a topic and device ownership • Digital asset management • Using web analytics to understand content value
- 3. Do I knowenough about you t sell you content? to ll t t? What I know for sure What I can infer guess g Gender Age ?
- 4. Life used tobe easy…
- 5. Limited ways toget content led to advertising-dependent business models and thus, more free content) d th f t t) Publishers with display advertising Newspapers Magazines Radio TV Direct mail Yellow Pages Outdoor Advertisers made decisions based on little more than gender, age, education 5
- 6. More ways =more content = more discerning audiences = more info about audiences * Company site E-mail Video Buy ads on social media, too! 6 *A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10
- 7. People will payfor content based on their level of interest, , need
- 8. Unique content peoplewant and/or need Solid understanding of d t di f the value of its print and digital regular rate: p products both $7.50/week together and separately Holes or brilliant pricing structure? Sunday print + All Digital A S d i Di i l Access: $7 50/ $7.50/week k All Digital Access: $8.75/week “Share access with a family member” y
- 9. Device-specific pricing requiresyou to decide where you’re going to get the NYT computer or mobile web -- Still doesn’t include e-readers! -- Those who would pay anything to get NYT crosswords…do
- 10. What is thevalue of a content app?
- 11. Tribune? http://www.clickz.com/clickz/column/2098816/tablets-advertising-revolution by Gary Stein, 8/12/11
- 12. Producers, , Device Cloud aggregators Distributors manufacturers storage
- 13. Do you buycontent because of the device or buy a device because of the content? Woke up to NPR/Morning Edition via KPCC on a radio Listened to music on an iPod in the car Listened to an alternative music stream on Pandora on a PC Watched an episode of The Office on Tivo via Netflix on a PC and on a TV Played Scrabble on an iPad and an iPhone Read some articles in The Economist (don’t remember where) Posted on Facebook (don’t remember what was used)
- 14. Every purchase, productand price change prompts an evaluation t l ti
- 15. Reallocate or increasethe amount spent on content? t t t t? Buy a new iPad? Get a Nook to get g content I can’t get Continue with Hulu on a Kindle? Plus? Drop Netflix? Use the Amazon Cloud service in Switch to an Android phone? addition to Apple’s? Discontinue Tivo service? Switch from Dropbox to Apple Buy the sports package on Time storage? Google Warner Cable to get The Tennis storage? ? Channel? More important than cost? Lifetime, interest, usage, value, past experience
- 17. However, However you stillget multiple ads ads… …you must get ads to help Hulu out!
- 18. Are these adoptions worth anything?
- 19. Hulu/HuluPlus vs. Netflix: It’s th It’ the content t t Current episodes
- 20. But, available forfree… Current season episodes (with ads) Additional features Community / social media i l di
- 21. Amazon has themost information about people’s content needs, wants – and b d t l ’ t t d t d budget Amazon sells -- Physical content -- Digital content -- Non-content -- Devices -- Cloud storage Service Convenience Some things it doesn’t know about me – yet music, movies, health, residence, travel, politics, religion, friends/family, other pets
- 22. Original core competency:“Books” Books
- 23. How much isad-free content worth t you? th to ?
- 24. Is content lessvaluable on a Nook if you have other devices?
- 25. B&N suggests you selecta Nook based on your behaviors, behaviors not just content
- 26. Amazon iTunes
- 28. Will you alsopay twice as much for iCloud… Amazon
- 29. …so downloads areeasier and all of your content is in the same place? iTunes Match - $24.99/year – will make it easy to store non-iTunes purchases
- 30. Apple – iTunesdigital music is worth more when it’s stored in the same place – worth convenience of uploading to devices th i f l di t d i (if you have them)
- 31. Do you needmore than one cloud? Amazon
- 32. Why do contentproducers ask useless questions such as “Will you pay for newspaper content?” The values you put on content varies widely by your devices and the intensity of your interests, desires …not by gender, age, income, education Thus, your value to a content company varies equally widely Will not pay for NYT crosswords in print or online Person A P Will to pay $7.50 to get the NYT Sunday Style Also Person A section in print
- 35. Some factors otherthan topic that affect value text, video, photo, audio , ,p , short vs. long used vs new latest version vs. one that’s good enough news entertainment work or school materials required vs optional commodity vs. unique / value of brand vs trust in payment systems convenience i timeliness ongoing vs. impulse aspirational vs. what you really read/watch
- 36. Search engine optimizationhas led to better digital asset management http://www.clickz.com/clickz/column/2099911/leveraging- keyword-research-digital-asset-optimization by Ron Jones 8/12/11
- 37. Is a siteset up… ….with navigation that uses terms that appeal to your audience and help them find what they’re looking for? ….so you can track traffic by topic throughout so your site? 37
- 38. OnCentral believes thatNews & Politics stories are crucial to serving audiences who live and work in the Central Avenue area. How many News & Politics stores are produced each week? How much traffic do News & Politics stories get per week?
- 39. What is “news”and what is “politics?” How many political stories are there? What types of politics? How much traffic did political stories get the week of March 13?
- 40. Is each pagecoded in a way to get this information?
- 41. Web traffic datagives few insights…
- 42. …unless each storyis coded or classified. Does OnCentral have enough local politics stories to build a Central Avenue audience? How many stories on local politics did it have the week of March 13? What percent of p OnCentral’s content is about local politics? How much traffic did local politics stories get the week of March 13? Does it have enough multimedia content on local Note: In Google Analytics use politics? unique page views as a proxy for visits Does it have stories from all areas of OnCentral?
- 43. Web analytics: Toolsto help determine the value of content p and audiences Behavioral research What people did when they came to your site, as captured by an action taken on a keyboard or mouse Attitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies 43
- 44. “So what?” metricswaste time, lead to analysis paralysis Our site has 5,000 monthly unique visitors. Last Tuesday that story got 20,000 page views. The average time spent on our site last week was 24 minutes. Our iPhone app was downloaded 10,000 times. We have 2,000 fans on our Facebook page 2 000 page. We have 5,000 Twitter followers. Measure only what’s meaningful and useful to make decisions 44
- 45. Each content productneeds specific audience goals Is the product reaching and engaging its highest priority targeted audiences? t t d di ? Does it have the content it needs to oes t a e t e co te t t eeds reach its targeted audiences? 45
- 46. actions What verbs indicateengagement? Visit Vi it , regularly l l Read/view content, a l R d/ i lot Interact, Interact often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute 46
- 47. Audiences, actions, metricsdiffer by channel SITES SOCIAL MEDIA * Totals 1. Who? How many? In target audience? ? ? ? ? ? ? ? 2. No. f i i ? 2 N of visits? How often? ? ? ? ? ? ? ? 3. What did they see? ? ? ? ? ? ? ? Did they get want they wanted? 4. Did they interact? y ? ? ? ? ? ? ? What did they do? How much? 47 * Different metrics, methodologies for each channel!
- 48. Producers, , Device Cloud aggregators Distributors manufacturers storage