The document discusses the value of content and how it is affected by different factors such as devices, distribution methods, and cloud storage options. It notes that the lines are blurring between content producers, distributors, and device manufacturers. The value of content varies based on the interests and device ownership of audiences. Web analytics can provide insights into content value by tracking user behavior and content engagement on websites.

1. The Value of Content
Annenberg G d t F ll
A b Graduate Fellowship P
hi Program Micro-Seminar
Mi S i
Dana Chinn
August 2011

2. • Introductions
How will understanding the value of content help you
in your studies?
• Why content value is both device-based and device-agnostic
• The blurring of content p
g producers, distributors, device manufacturers
, ,
• How cloud storage options affect content value
• Valuing audiences based on the intensity of interest
in a topic and device ownership
• Digital asset management
• Using web analytics to understand content value

3. Do I know enough about
you t sell you content?
to ll t t?
What I know for sure
What I can infer guess
g
Gender
Age
?

4. Life used to be easy…

5. Limited ways to get content
led to advertising-dependent business models
and thus, more free content)
d th f t t)
Publishers with display advertising
Newspapers
Magazines
Radio TV
Direct mail Yellow
Pages
Outdoor
Advertisers made decisions based on little
more than gender, age, education 5

6. More ways = more content = more discerning
audiences = more info about audiences
*
Company
site
E-mail
Video
Buy ads on
social
media, too!
6
*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10

7. People will pay for content
based on their level of interest,
,
need

8. Unique content people want and/or need
Solid
understanding of
d t di f
the value of its
print and digital
regular rate:
p
products both
$7.50/week together and
separately
Holes or brilliant pricing structure?
Sunday print + All Digital A
S d i Di i l Access: $7 50/
$7.50/week
k
All Digital Access: $8.75/week
“Share access with a family member”
y

9. Device-specific pricing requires you to
decide where you’re going to get the NYT
computer or
mobile web
-- Still doesn’t include e-readers!
-- Those who would pay anything
to get NYT crosswords…do

10. What is the value of a content app?

11. Tribune?
http://www.clickz.com/clickz/column/2098816/tablets-advertising-revolution by
Gary Stein, 8/12/11

12. Producers,
, Device Cloud
aggregators Distributors manufacturers storage

13. Do you buy content because of the device
or buy a device because of the content?
Woke up to NPR/Morning Edition via KPCC on a
radio
Listened to music on an iPod in the car
Listened to an alternative music stream on
Pandora on a PC
Watched an episode of The Office on Tivo via
Netflix on a PC and on a TV
Played Scrabble on an iPad and an iPhone
Read some articles in The Economist (don’t
remember where)
Posted on Facebook (don’t remember what was
used)

14. Every purchase, product and price change
prompts an evaluation
t l ti

15. Reallocate or increase the
amount spent on content?
t t t t?
Buy a new iPad? Get a Nook to get
g
content I can’t get
Continue with Hulu on a Kindle?
Plus? Drop Netflix? Use the Amazon
Cloud service in
Switch to an Android phone? addition to Apple’s?
Discontinue Tivo service? Switch from
Dropbox to Apple
Buy the sports package on Time storage? Google
Warner Cable to get The Tennis storage?
?
Channel?
More important than cost?
Lifetime, interest, usage, value, past experience

17. However,
However you still get multiple ads
ads…
…you must get
ads to help Hulu
out!

18. Are these ad options worth anything?

19. Hulu/HuluPlus vs. Netflix:
It’s th
It’ the content
t t
Current episodes

20. But, available for free…
Current season
episodes (with
ads)
Additional
features
Community /
social media
i l di

21. Amazon has the most information about
people’s content needs, wants – and b d t
l ’ t t d t d budget
Amazon sells
-- Physical content
-- Digital content
-- Non-content
-- Devices
-- Cloud storage
Service
Convenience
Some things it doesn’t know about me – yet
music, movies, health, residence, travel, politics, religion,
friends/family, other pets

22. Original core competency: “Books”
Books

23. How much is ad-free content
worth t you?
th to ?

24. Is content less valuable on a Nook if
you have other devices?

25. B&N suggests you
select a Nook
based on your
behaviors,
behaviors
not just content

26. Amazon
iTunes

28. Will you also pay twice as much for iCloud…
Amazon

29. …so downloads are easier and all of your content is in the same
place?
iTunes Match -
$24.99/year – will
make it easy to
store non-iTunes
purchases

30. Apple – iTunes digital music is worth more
when it’s stored in the same place –
worth convenience of uploading to devices
th i f l di t d i
(if you have them)

31. Do you need more than one cloud?
Amazon

32. Why do content producers ask useless questions such as
“Will you pay for newspaper content?”
The values you put on content
varies widely
by your devices and
the intensity of your interests,
desires
…not by gender, age, income, education
Thus, your value to a content company varies equally widely
Will not pay for NYT crosswords
in print or online
Person A
P
Will to pay $7.50 to get
the NYT Sunday Style
Also
Person A section in print

35. Some factors other than topic that affect value
text, video, photo, audio
, ,p ,
short vs. long
used vs new
latest version vs. one that’s good enough
news
entertainment
work or school materials
required vs optional
commodity vs. unique / value of brand
vs
trust in payment systems
convenience
i
timeliness
ongoing vs. impulse
aspirational vs. what you really read/watch

36. Search engine optimization has led to better digital asset
management
http://www.clickz.com/clickz/column/2099911/leveraging-
keyword-research-digital-asset-optimization by Ron Jones
8/12/11

37. Is a site set up…
….with navigation that uses terms
that appeal to your audience and help them find what
they’re looking for?
….so you can track traffic by topic throughout
so
your site?
37

38. OnCentral believes that News & Politics stories are crucial to
serving audiences who live and work in the Central Avenue area.
How many News & Politics stores are produced each week?
How much traffic do News & Politics stories get per week?

39. What is “news” and what is “politics?”
How many political stories are there? What types of politics?
How much traffic did political stories get the week of March 13?

40. Is each page coded in a way to get this information?

41. Web traffic data gives few insights…

42. …unless each story is coded or classified.
Does OnCentral have enough
local politics stories to build
a Central Avenue audience?
How many stories on local
politics did it have the week
of March 13? What percent of
p
OnCentral’s content is about
local politics?
How much traffic did local
politics stories get the week of
March 13?
Does it have enough
multimedia content on local Note: In Google Analytics use
politics? unique page views as a proxy for
visits
Does it have stories from all
areas of OnCentral?

43. Web analytics:
Tools to help determine the value of content
p
and audiences
Behavioral research
What people did
when they came to your site,
as captured by
an action taken on a keyboard or mouse
Attitudinal research
What people say they did
what they think
and
why
as captured by
surveys, focus groups, social media, usability studies
43

44. “So what?” metrics waste time,
lead to analysis paralysis
Our site has 5,000 monthly unique visitors.
Last Tuesday that story got 20,000 page views.
The average time spent on our site last week
was 24 minutes.
Our iPhone app was downloaded 10,000 times.
We have 2,000 fans on our Facebook page
2 000 page.
We have 5,000 Twitter followers.
Measure only
what’s meaningful and useful
to make decisions
44

45. Each content product needs
specific audience goals
Is the product reaching and
engaging its highest priority
targeted audiences?
t t d di ?
Does it have the content it needs to
oes t a e t e co te t t eeds
reach its targeted audiences?
45

46. actions
What verbs indicate engagement?
Visit
Vi it , regularly
l l
Read/view content, a l
R d/ i lot
Interact,
Interact often
-- rate, print, vote, take a poll, click on an ad
-- share, e-mail, comment, contribute
46

47. Audiences, actions, metrics differ by channel
SITES SOCIAL MEDIA
*
Totals
1. Who? How many?
In target audience? ? ? ? ? ? ? ?
2. No. f i i ?
2 N of visits?
How often? ? ? ? ? ? ? ?
3. What did they see? ? ? ? ? ? ? ?
Did they get want
they wanted?
4. Did they interact?
y ? ? ? ? ? ? ?
What did they do?
How much?
47
* Different metrics, methodologies for each channel!

48. Producers,
, Device Cloud
aggregators Distributors manufacturers storage