Content Paradox

Six Rules to Harness the Chaos

Narayanan Madhavan

April, 2012

Why we need to ponder,wander and wonder

• A century-old revenue model based on advertising/PR is facing a threat – both for brands and publishers

• Loser Generated Content may erode a market for remunerative content, Long Tail makes ads difficult to measure

• Future of content, business models and brands that relied so far on old-world advertising/public relations are at stake. And intertwined

Rule 1: Content is King- But Attention Will Be Empress

• Virality Quotient (VQ) improves visibility of shared content

• Attention Quotient (both drawn attention and retained attention) are critical – Draw the horse to water, and make it drink

Rule 2: The Pizza Principle -Content needs to be “repurposed”

• Content will be designed like adjustable airline seats or variable pizza toppings, even when the basic stuff is the same

• Need for customisation – at low cost/effort

Rule 3. “Feel Factor” will replace“Form Factor”

• Content is received inside your brain, heart and mind

• Are they GENUINELY INTERESTED?

• No 30-second commercial, no A4 paper, no Berliner

Rule 4: Content

discovery is an industry • Search engines are

chaotic, inadequate still – long way to go

• Social media triggers a zillion points of intervention

• Kumbh Mela Syndrome

Rule 5. Branding is about reputation, not recall

• Social buzz, social CRM will be countervailing forces

• Advertising, PR are active. Social buzz is interactive

• Low-cost, high-impact branding feasible. Your rival knows it

Rule 6. Sponsor content, raise your brand

• Coke Studio/Binaca Geetmala/Bournvita Quiz contests/ITC Sangeet- Research Academy

#youremember

• Abandon demographic obsession

• CSR meets content meets branding

• Ride the reputation wave

Why ride culture, when you can shape it?

• Repurpose

• Restructure

• Relate

Courtesy:Searchengineland.com

Thank you!

• Madhavan.n@gmail.com