Trends in Content Strategy: Publishers can Make Money Again

TREND 3 OF 7:SOCIAL SEARCH AND A SHIFT BACK TO USER PAID CONTENT

Saturday, December 1, 2012

@MrobertsOnline

Giving away content that isnʼt worth consuming doesnʼt offer value just because itʼs free.


http://allegoriedesign.com/































































































































































































































































































































































https://twitter.com/MrobertsOnline


@MrobertsOnline

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.



































































































































































































































































































































































@MrobertsOnline

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.



































































































































































































































































































































































@MrobertsOnline

Free Blog vs. Paid App

Napster vs. iTunes

Inbound Marketing vs. Paid Content

Publishers vs. Product Companies



































































































































































































































































































































































@MrobertsOnline

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.



































































































































































































































































































































































@MrobertsOnline

Print went wide instead of deep due to distribution costs

1



































































































































































































































































































































































@MrobertsOnline


Google systematically gave away content

2

1



































































































































































































































































































































































@MrobertsOnline



Publishers couldnʼt make money anymore

3

2

1



































































































































































































































































































































































@MrobertsOnline




Inbound marketingtakes off

3

24

1



































































































































































































































































































































































@MrobertsOnline





Appleʼs model takes off

3

5

24

1



































































































































































































































































































































































@MrobertsOnline





Appleʼs model takes off

Apple sells 100 million internet connected devices

3

5

24 6

1



































































































































































































































































































































































@MrobertsOnline

90% of devices accessed internet here 3-4 years ago

1-5% of searches

Googleʼs main business

50% of devices access internet here now



































































































































































































































































































































































@MrobertsOnline

Weʼve found other ways to find what we want

Trip Advisor

LinkedIn

Realtor.com

GoodReads.com

Yelp

Match.com Pinterest

Spotify

Weather MapsEmail



































































































































































































































































































































































@MrobertsOnline

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



































































































































































































































































































































































@MrobertsOnline

vs.Google Apple

Last 3 years



































































































































































































































































































































































@MrobertsOnline

Paid, copyrighted, professional content

Content commoditization,

open source

vs.Google Apple

vs.

Last 3 years



































































































































































































































































































































































@MrobertsOnline

Paid, copyrighted, professional content

Content commoditization,

open source

vs.

Commoditized

Google Apple

vs.

vs. Marginally differentiated content

Last 3 years



































































































































































































































































































































































@MrobertsOnline

Next 3 years

vs.Highly differentiated content

Marginally differentiated

content



































































































































































































































































































































































@MrobertsOnline

Next 3 years

vs.Highly differentiated content

Marginally differentiated

content

HTML 5 makes this possible for big and small alike



































































































































































































































































































































































@MrobertsOnline

Jeremiah Owyang

Some inspiration, ideas and research from:

Thomas Baekdal

McKinsey

ComScore

Altimiter Group

Richard Bartel

Gabe Zicherman Roger McNamee




































































































































































































































































































































































Questions?

[email protected]

Mike Roberts

Blog: www.AllegorieDesign.com@MrobertsOnline

www.linkedin.com/in/mrobertsonline/Saturday, December 1, 2012

http://www.AllegorieDesign.com

http://www.AllegorieDesign.com



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http://www.linkedin.com/in/mrobertsonline/

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Trends in Content Strategy: Publishers can Make Money Again

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