Dienstag, 15.10.2019 11:23 Uhr

Publishers address “challenge for the coming decade”

Verantwortlicher Autor: Jochen Raffelberg Berlin, 03.09.2019, 16:52 Uhr
Presse-Ressort von: Jochen Raffelberg Bericht 4491x gelesen

Berlin [ENA] Preparing for the Berlin Publishing Days in October global publishers today shared lessons learned by the industry on trendsetting topics when making content professionals fit for the digital transformation. One particular experience was chosen to underpin the “challenge for the coming decade”: extracting the promise out of artificial intelligence without suffering a negative impact of loss of privacy, and security.

Citing an article by EContent magazine the publishers’ organization WAN-IFRA introduced one of the main topics of the DCX Digital Content Expo by quoting its headline: AI, the IoT, and Content: Ethics and Opportunity. The story referred to the virtual assistant Alexa and its “advertisements for bedbug, rash cream, and adult bed-wetting support in their Internet sidebars for the next few weeks”. Citing this example under the category transparency vs. trust author Nancy Davis Kho suggests that “organizations need to think beyond data transparency into how they can build trust and provide education. It may be the definitive challenge for the coming decade.”

From 07 to 10 October publishers will discuss trends, tools and options on how media companies can best produce, distribute and monetize corporate content. Emphasis is on new technologies as well as the right strategy to achieve the greatest possible value for the organization. Setting the scene for the event organizers also quote from the blog hubspot’s “Ultimate Guide to Content Creation” proposing content creation “is the process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format”.

Asking why content was important they say content creation “is the ultimate inbound marketing practice. When you create content, you’re providing free and useful information to your audience, attracting potential customers to your website, and retaining existing customers through quality engagement”. As a result content strategy should be centered on marketing goals that should be derived from company goals: “Once you determine that, each piece of content you create should be aligned with your goal and contribute to your desired outcome. In sum, start with your goals, then create your content.”

In addition WAN-IFRA quote Slam Magazine on accumulating “months’ worth of content out of one weekend event” saying to stay relevant in a youth-obsessed culture like sports, it would help to stay close to young, up-and-coming talent. Slam Magazine had discovered that live events, which could be mined for Instagram-optimized video content, were a great way to do that. While the Summer Classic did not generate a profit, it allowed Slam to amass exclusive raw footage it coul turn into content not just in the days following the classic, but for months, or even years afterward, Slam CEO Dennis Page said. The Slam team had already put up dozens of short clips on Instagram, adding clips for weeks to come.

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