4 years ago1,000+ Views
A while ago, there was a bit of commotion because an internal NYT report was leaked. The report looked at how the NYT had fallen behind the times, and how its competitors were rushing past it (in many cases by using the very articles the NYT had created). It was an actually very interesting article because it started to point towards the rising importance of packaging and curating content, and how it can be even more powerful than the original content itself. Repackaging content 1) Use older articles to create amazing collections => go to NYtimes obituaries, etc, to create new style of library type content. This is what Buzzfeed and other sites did. They essentially took NYT obituaries and created brand new content by repackaging old articles. 2) Experiment on how to recreate content => dont fall into a cycle of just thinking it has to be new writing, or new visuals. Think about what content can be presented differently. Perspective gives rise to innovative curation, and that, it seems, is one of the new types of powerful content. Repeatable content 1) How can we create re-usable content? What is re-usable content? Is all the content that has been created before, reusable? It seems that the answer is yes, so long as the content that was packaged had some evergreen characteristics. 2) How can we create re-usable styles? not just one huge project and then move on... Focus on making one repeatable process that can expand our scope easily slowly… Too often companies, blogs, or marketers focused on how to create one great article or one great article. This is no longer enough. In order to stay competitive, you need to be able to create a system where content has a longer lifespan than a few days... Useful content tips: 1) Make content easily searchable - even if search function is still being developed... even if feature doesn't exist, having the data will make it so much easier to later on do it.. 2) research underperforming stories to repackage and republish?? This is a really interesting concept. Let’s say that you an article was written that did badly. There are a lot of articles like this. If, however, the content is packaged in a unique way, the content, in theory, could actually present a lightning rod for user/customer acquisition. I also found these two articles that, to me, give a really good way of looking at this who article: http://www.niemanlab.org/2014/05/the-leaked-new-york-times-innovation-report-is-one-of-the-key-documents-of-this-media-age/ http://www.capitalnewyork.com/article/media/2014/05/8545059/emnew-york-timesem-completes-innovation-report-led-sulzberger-scion
I will have read it in depth. I really have to. Thanks.
@goyo, I am reading the Niemanlab summary. It is fascinating.
@orenshani7 it is worth the read, especially for anyone interested in digital media content