 Publishing and Content Delivery.  In order to face the challenges of multiple media and output channels, content providers need to put in place a coherent content model. Akin to the business model for business related aspects, the content model describes, plans and manages the creation and distribution of the content to a variety of output channels from a content point of view. Consumers are discerning. Even if they do not consciously analyze what they read and use, they are instinctively drawn to the more compelling and coherent content offering. The content model is an approach which takes in account business and marketing aspects, without being exclusively driven by either of these visions. |
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 Introduction Business models are an essential part of starting up a new business. Now, content providers need to investigate a similar notion for the creation and distribution of their content in order to face the challenges of the expanding media space. The enormous complexity of the multiple output channels and their varying requirements and opportunities needs proper planning and mid-term vision - not only in terms of business prerogatives. Just like the editorial vision necessary for turning a compilation of articles into a well-formed, compelling magazine or newspaper, publishers and content providers need to put in place cross media “content-vision” if they want to move from the state of the conglomerate which produces and distributes bits of information to the media-provider which is recognized for its coherent and well-structured offering. Introducing: the Content Model The complexity of todays emerging media and their inter-reaction creates an increasing need for a coherent content model. On a very basic level, this means separating to a certain extend content preoccupations from the business prerogatives. Before the Internet came around, the main question for a publisher was: is there a market for a publication? In the cross-media world, this question becomes: is there an audience? What are my assets to federate this audience? What are the contents and services I can deliver to this group of individuals? What can I develop over time which stays coherent with the overall company mission? In order to go beyond the creative experimentation which has taken place on the web in the past few years, the content model defines and clarifies the approach of a company in the cross media field and puts in place a mid-term vision which is not only business and marketing driven. In terms of organization, this basically adds a new responsibility in the senior management line-up for a media company, which requires not only the understanding of the business prerogatives within a company, but also the necessary technical and content expertise to see where potential lies and how it could be developed. Of course one could argue that this function is already covered by marketing and business development. This is true in a company where a senior executives has a particularly strong content vision. If this is not the case, however, a “content director” is a strong necessity. The risk of blurred boundaries Defining a content model means thinking out of the box, and forgetting ready made definitions. Just like a newspaper which provides video coverage on its web-site is not becoming a video production house, a web portal which produces a print magazine is not immediately a fully-fledged print publisher. As the boundaries between different media are becoming blurred, the content model will play an increasingly important role in defining and reasserting the global underlying vision of a media organization. Failing to put in place a proper content vision, on the other hand, could prove very dangerous indeed. March 8, 2001 Pfeiffer Consulting is providing strategic consulting services and research on content strategies. Contact us to find out more, or to be informed when reports on this subject become available.
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