NATPE Voices: If Content Is King, What Is Queen?

/ Jan 24, 2014

natpevoiceslogo2

If content is king, what is queen? Pick from: Engagement, community, programming, discovery, distribution, measurement, or other — and specify why.

Jordan Levin, Defy Media:

“Both engagement and discovery are facilitated by social media, which in my opinion represents the most revolutionary tool to be introduced into the content ecosystem in over a century.  Social media has fundamentally changed, and continues to change, the relationship between the consumption and distribution of content by shifting the balance of power. It upends traditional marketing theory and practice, altering the manner in which content is discovered, amplified, and experienced.”

Larry Tanz, CEO, Vuguru:

“Curation. Audiences have more choice over how and when they watch content than ever before. The next step in the audience’s evolution of viewing patterns is to be presented with a pre-programmed, personally tailored offering that will be responsive to the device being used to access the titles. Greater engagement across existing web properties results in increased revenues that can be directed to content creation.”

Erin McPherson, Chief Content Officer, Maker Studios:

“To quote a good friend of mine, ‘If content is king, distribution is King Kong.” (And for this question, queen).

In the online environment, it’s critical to play at scale and to have the means to reach your audience. Engaged audiences serve as mini-sub distributors, as they push the content across social media platforms like Facebook and Twitter. The challenge for digital programmers today is creating content that is compelling enough to inspire action.”

David Freeman, Co-Head of Brand Coverage Group, CAA:

“Distribution must be queen. Any online content created is only as good as the distribution and marketing strategy behind it.”

Dan Goodman, Co-Founder Believe Entertainment Group:

“Distribution. Audiences will continue to integrate programming they love into their schedules in increasingly personal ways. And the distribution channels will shape these experiences. They will drive new methods of discovery and engagement and because digital media gives them control of their media, it’s critical to continuously experiment with new methods of delivery to adapt to these new behaviors. The new ‘hits’ will be relative to these targeted audiences and the economics of content creation will be continually recast in response to the demand.”

Check back as we continue adding thoughts from NATPE board members and speakers about this topic, and others, throughout the week as part of our “NATPE Voices” series. If you haven’t registered to attend NATPE (which is in three days you fool), you can do so here. Or you can subscribe to VideoInk’s newsletter (via the homepage), through which we are offering a special discount!

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