Commerce and content have never been so intertwined. Fashion editors are jumping ship from magazines to join leading e-commerce platforms, while editorial destinations are introducing local deals and e-shops left and right. But does content really generate commerce? What do social shopping and style sharing apps, YouTube's haul community and digital influencer-focused affiliate programs say about the way consumers are spending their time and their money?
The rapid proliferation of choices at the readers' fingertips for accessing content has made the editor's job more complicated than ever. Behavioral analytics will uncover when readers want what content, where they are when they want it, and if they want it on their phones, tablets, or PCs. Understanding user behavior across these platforms will not only guide the editor on how to deliver digital and mobile content but also offer new insights on how to deliver traditional, offline content to improve the readers' overall experience with the brand.
It's official: "content strategy" has become a trendy buzzword phrase that everyone is using to describe everything remotely related to content. SEO content strategy! Social media content strategy! Content marketing content strategy! Wait. This sucks. Weren't we just starting to focus on The Important Stuff? The messy, complicated content stuff that companies have been ignoring for years? What needs to happen now if we're finally going to get this content thing right? Four of the brightest minds in content strategy will tackle some the toughest issues our companies are facing: cross-platform distribution, governance, legacy content, distributed publishing, and trying to prepare our content for future technologies we can't possibly predict. This Future of Journalism Track is sponsored by The Knight Foundation.
Geeks see code as art and content as stuff. Journalists see code as stuff and content as the art. Geeks may say "provide me content" while journalists are like "build this site." With that kind of attitudes, it's hard to get buy-in from the other side. What coders and journalists should understand: they have more in common than not. Both sides are motivated by their craft and a desire to feel that an audience is experiencing their work, whether though prose or programming. They want to work with smart people on interesting problems. Coders and writers are not interchangeable. Great talent can be an order of magnitude more effective than mediocre talent.Though discussions of case studies from The Washington Post, New York Times, Huffington Post and the federal government, this panel will explain from both the journalists' and the programmers' perspectives how to speak a language they will understand.
As social and Internet entrepreneurs search for ways to effect IRL social change by using online tools and platforms, the focus has been on social media. However, while social media has been the Internet's buzzword for some time now, research shows that content consumption actually represents 53% of all time spent online. Given that content takes up most consumers' time on the web, it's time to harness it as the most effective way to drive social change in the real world.
The future is in Snackable Content, but is that a good or bad thing, and how can it be linked to existing paradigms of content distribution and goals? The Snackable Content panel will cover aspects of the changes that have occurred with regards to the proliferation of mobile, social, and aggregation of content on the web. Making content into bite-sized, beautiful and (ideally) meaningful pieces makes it more likely to be shared, but what should be considered in terms of design, discovery, conversion and community? This panel will consider these ideas from multiple perspectives including social design, web trends, community, and advertising/marketing; along with some purely observational and theoretical perspectives on social networks and sharing. Listen and ask questions to thought leaders from the arenas of new media publishing, design, marketing, local community, international brands; and hear from deep thinkers about the web and network interactions in general.
by Jon Wuebben
“Content is Currency: Developing Powerful Content for Web & Mobile” is the latest, most definitive book on web and mobile content development. Using the latest research, best practices and case studies, it is positioned to change the way companies everywhere view and value their website, mobile and social media content – forever. Come find out how you can dominate your market with compelling content that connects. “Jon Wuebben has done it again. Yes, we are all publishers today, but most organizations are unclear how to use content marketing within their organization to truly make an impact to both attract AND retain customers. If you want the answers to why...and then how exactly to operationalize content marketing within your business, read this book!” - Joe Pulizzi, Founder, Content Marketing Institute
9th–13th March 2012