1. Content Needs Context to Survive
The right content, for the right
audience, at the right time.

2. The key element for successful Content is
QUALITY, content that is in demand…
…right?

3. Maybe.

4. Consider….
1. World-renowned. Sells out theatres.
2. Plays a multi-million dollar Stradivarius.
3. Concert tickets are $100 minimum.
Content demand = Proven.

5. Same violin. Same talent. Same artist.
In street clothes, on a DC Metro
platform, during rush hour…

6. All but ignored.

7. True story.

8. "It was a strange feeling, that people were actually, ah . . .“
The word doesn't come easily.
". . . ignoring me.“
Joshua Bell is laughing. It's at himself.
"At a music hall, I'll get upset if someone coughs or if someone's
cellphone goes off. But here, my expectations quickly
diminished. I started to appreciate any acknowledgment, even a
slight glance up. I was oddly grateful when someone threw in a
dollar instead of change." This is from a man whose talents can
command $1,000 a minute.
Pearls Before Breakfast, Gene Weingarten, Washington Post, April 8, 2007

9. Context.
Right time.
Right place.
Right audience.

10. So, what could this mean for content
producers and strategists?
“Content isn't King, because it isn't scarce.
It's everywhere, it's overwhelming, and it's
gone from quality to noise.”
-Steve Rosenbaum of Magnify.net, in BusinessInsider

11. Question:
Is the content you’re promoting the equivalent
of a virtuoso performance?

12. Question:
Is the content you’re promoting the equivalent
of a virtuoso performance?
If so, how would it perform in ‘the Metro’ (i.e, wrong
environment, a noisy channel, at a busy time?)

13. Question:
Is the content you’re promoting the equivalent
of a virtuoso performance?
And if it isn’t at that level, how do you expect it to fare
in any venue, let alone a noisy one?

14. Still: keep sharing.

15. Just remember that many open
channels are noisy.

16. Our situation isn’t Bell’s: he returned to
concert halls the next day.
His experience of being ignored was a
novelty to him.

17. For content producers, busking would
be an improvement.
At least there’s less competition.

18. Better ways to
survive?

19. Be smart: context is relative.
Learn from Joshua Bell’s example.
What could our virtuoso violinist have done to get a
different result in the same Metro environment?

20. IDEAS.

21. 1. Research the audience beforehand.
What if, in advance, Joshua had asked
Metro riders what they would want
to hear, when would be a good time?

22. Application: Before you compose
your content, ask people what they
want to see, and hear, and notify
them when you’ve fulfilled their
wishes/needs.

23. 2. Collaborate
What if Josh asked local shops in the metro
about performing for their customers?

24. Application: Content partnerships– rather than
create content as a lone wolf, find a
collaboration team. They have a vested stake.
Their audiences can make the difference.

25. 3. Target
What if Bell had performed at a venue that was
known to gather busking crowds?

26. Application: Content targeting– don’t share
content that doesn’t fit the audience, create
content with one audience in mind (niche
targeting) and share it where they congregate.

27. 4. Invite an audience, before you
publish
• What if Bell had invited friends, family, and
colleagues, to join him at the Metro?

28. Application: Contact your professional network
prior to the content’s publication/dissemination,
and get an audience ready to receive it. Advance
notice also gives you feedback for improvement
and optimal timing.

29. An audience, the community, gives the
content a context.
• Ironically, it’s hard to build a community prior
to content: build incrementally.
• Know what your community needs. Provide it.
Grow organically.
• If you “busk,” be prepared for a distracted,
unready audience. Keep performing, but set
yourself up for success.

30. Questions?
Contact me:
Twitter: http://twitter.com/briancrouch
Google+: http://goo.gl/zXSvJ
Thanks for viewing!
http://www.SDL.com
©Brian Crouch