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Online content: What it means for your business model
13
THE CHANGING MEDIA MODEL PART 1 – BEHAVIORS AND FUNDING
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This presentation is part of the Elon School of Communications online course: An Interactive Media Sampler. In it, we look at changes in the media landscape both for audiences and user, as well as how businesses need to adapt to survive.
Transcript of Online content: What it means for your business model
THE CHANGING MEDIA MODELPART 1 – BEHAVIORS AND FUNDING
PEOPLE DO WANT UTILITY
Old news values still apply
On-line information isn’t just passively received
PEOPLE WANT TO FIND THINGS
Use on-line to locate things in real life
Solve problems
• Where to eat
• Where to get the car fixed
• Where to buy a luggage
PEOPLE WANT TO LEARN THINGS
Push media• Medium decides what information
is available when
• “All the news that’s fit to print”
Pull media• User decides what information is
available when
• “Siri, tell me how…”
PEOPLE WANT TO DO THINGS
Social tasks• Share that my coffee was too hot
• Maintain ties with old friends
Commerce tasks• Buy goods
• Buy services
• Don’t want to buy information
COMPANIES WANT EARNINGS
Since people don’t like paying for things online, 3 models try to part people from their cash
• Freemium• Advertising• Targeted advertising
MAKING MONEY WITHOUT ADS
Content marketing• You make great content
• People visit your site for the content
• They engage with you
• They buy something
• They tell their friends
Content
Money
REMEMBER
People want to• Find
• Learn
• Do
Companies want to • Profit today
• Profit tomorrow
THE CHANGING MEDIA MODELPART 2 – USERS, BOTH HUMAN AND ROBOT
HOW THE AUDIENCE FINDS YOU
Direct trafficBy habit – they trust you as a content source and visit you regularly
By referral – They see a particular piece of content via others
• Social follows (like follow a particular journalist)
• Friend curation
DIRECT TRAFFIC TIPS
• Engage regularly
• Participate in communities
• Put your URL IRL
• Learn from your users
THE AUTOMATIC AUDIENCE
• Robots – automatic programs from search engines index the web
• Very important – most of your audience for a given piece of content comes this way
• Rule-driven
• Dumb, but getting smarter
TIPS FOR THE ROBOTS
• Create click-worthy content.
• Create content regularly
• Link out to high-quality sources
• Make sure your page is hierarchical
• Make sure your page loads quickly – ESPECIALLY on mobile
