innovate/content: creating content that makes a difference

CREATING

CONTENT

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THAT MAKES A DIFFERENCEBY @SHANESNOW, CIO OF @CONTENTLY

IT’S A SOCIALMEDIA WORLD

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NO ONE WANTS TO CONSUME, SHARE, SYNDICATE, COMMENT ON, OR LINK TO

CONTENT THAT SUCKS.

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MEASURING “QUALITY”

THE HIGHEST QUALITY CONTENT IS THE CONTENT THAT MAKES THE MOST DIFFERENCE.

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BUSINESSES’ BOTTOM LINE

AUDIENCES’ RELATIONSHIPS / INTELLIGENCE

CREATIVE TALENT’S BOTTOM LINE

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MAKING A DIFFERENCE

DEFINING “CONTENT”

SUBSTANTIVE INFORMATION OR CREATIVE MATERIAL

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CONTENT

CONTAINER

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ADVERTISING

CONTENT

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SPONSOR CREATING IT

CONTENT

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The publishers that dominate the next generation of media will be the ones whose content makes the biggest difference to the most people.

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“We are basically always arguing about the best ideas to show our readers and the best ways to present that content.”

Nilay Patel, Managing Editor of The Verge.

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Editorial design that makes content a pleasure to consume

Stories and headlines are based on what will make people look intelligent to their friends

Super hero lineup of talent with followings and influence

Data and technology driven publishing process

How The Verge Creates Difference-Making Content

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“The best snowboarding video ever produced, and it's been produced by a brand."Kyle Monson, content strategist and founder of Knock2x

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5 Million

2.1 Million3.2 Million

Circulation

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Understands what the audience wants

Uses budget advantage for unique and high-impact storytelling

Keeps content and advertising separate

Taps global network of freelancers and talent scouts

How Red Bull Creates Difference-Making Content

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Expect every user to come from social

Speak to the influencer crowd

Write clickable headlines that don’t deceive

Post guests’ content to bring in new audiences

Use quality branded content series to fund the operation

How Mashable Creates Difference-Making Content

CREATING BETTER

CONTENT

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THE CONTENTLY NETWORKWorld’s largest database of vetted, professional journalists for hire.

FREELANCERS WITH EXPERIENCE AT

AND MORE...

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contently.com/blog

HOW TO CREATE CONTENT THAT MAKES A DIFFERENCE FOR YOUR STAKEHOLDERS:

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INVEST IN CREATIVE

TALENTINNOVATE/CONTENT 2012

GIVE THE AUDIENCE

WHAT IT WANTS(NOT JUST WHAT YOU OR YOUR ADVERTISERS WANT)

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BE LEAN, AND USE BETTER

TECHNOLOGY

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GROW AUDIENCE VIA

INFLUENCERS’CONTENT

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MONETIZE WITH

SPONSORED CONTENT(SO YOU CAN INVEST IN EVEN BETTER STORYTELLING)

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PLAN AND PUBLISH FOR

SOCIAL FIRST

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“As social media becomes more important for content distribution -- and Google search becomes less important -- there will be a race to quality. Only people that are dedicated to quality content in the long-term will be able to take best advantage of this change.”

Marty Moe, cofounder and publisher of The Verge and CCO of Vox Media.

THE MEDIA COMPANIES WITH THE BRIGHTEST FUTURES ARE THE ONES RACING TO MAKE A DIFFERENCE.

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GET THESE SLIDES:

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FOLLOW US:@SHANESNOW AND @CONTENTLY

BIT.LY/INNOVATECONTENTLY

DIG DEEPER:CONTENTLY.COM/BLOGCONTENTLY.COM/ETHICSPARTNERSHIPS@CONTENTLY.COM