Content · Product management

What is the future of content?

Eleanor Carman Incoming BLP Sales Associate at LinkedIn

June 23rd, 2015

Tons of content sites have gone under lately - gigaom, etc. Now pando is charging people to read and "unlock" their content. Is this the future of content? What could this mean for other content sites?

Pamela Ed.D. Founder & CEO at Deeper Dive Learning, Inc.

June 24th, 2015

The value of content in this day and age is in its curation for expression focused by purpose.  The value of content for the sake of content itself has a definite shelf life unless something unique is done with it.  In this knowledge age, it is not about the content as much as his the content morphs into action.  To hire content specialists who create and curate content into value, check out Progressive Bridges, Inc. 

Paul Bruemmer Retired technical marketing consultant

June 24th, 2015

I agree with Pamela e.g., content must take action and there is value hiring content specialists. That said, start ups and existing businesses who curate content also have content everywhere and in every form; from text to images, videos, PDFs, database, web pages, mobile pages, location maps, syndicated business data etc., the list goes on, your business logo, business hours, brand name, website URLs are all very important assets (pieces/segments of content).The key to unleashing the power of newly curated and existing content is all in the coding, labeling, classification and linking of your content within the semantic web. Without this new semantic meta data, ontology, and structured data properly coded there are few if any links or connections for search engines (bots) to understand you, your business, who you are or what you do. Granted, bots currently do a great job of producing fast relevant search results today by reading HTML however; many of Google's patents and current search engine result pages (SERP) examples suggest structured data as the common denominator linking you to trust, authenticity, authority and relevancy -- all significant factors pertaining to building an audience (traffic and visitors), which I'm assuming is the ulterior motive in most discussions about "content." How you code up and display your content is just as important, if not more important, than the content itself. 

Eli Castellanoos Operations at MiChefs Network

June 24th, 2015

Very interesting views on this.  We are building an Interactive Platform and creating our own content for our site.  We will rely heavily on video and social interaction so there is a lot of merit to the points brought up in these discussions.

In the end, content is becoming blurred.  With so many sites out there currently and being spawned every day, there is no such thing as new anymore.  What we are working towards is placing enough of a creative spin on our content that it will reach our audience and generate members in our community.

I would love to touch base with Ming and share some thoughts on our concept.

All your comments are very useful because of the impact it has on our business model.

Mikhail Gorelkin

June 23rd, 2015

To be scalable, contents should be optimized for both human- and machine readers.

Greg Armshaw

June 24th, 2015

From the context I assume you mean news and specialist field (e.g. tech,social.marketing,health) editorial content...

The future will most likely be dominated by paid for aggregators, where authors or producers are paid on a consumption basis.  These will make up the quality content that the majority will consume.  Think Spotify crossed with Netflix.
It is likely that if you like, share, comment you will pay a lower price than if you don't "invest" in the community, and merely consume.
Algorithms will try to predict the news you are most interested in and surprise you with a few new authors or subject matter areas as a part of your regular feed.

There will also be a significant migration to video for a lot of content, but a significant amount will stay as text/audio

Any free content will mostly be advertorial (content marketing by brands), will will have in built biases.
Platforms like Linkedin will continue to offer up free content, but even their algorithm will seek to bury the lower quality content.

If there a number of big failures during the next tech market correction the timeline for this transition may extend.


Ming Tsui

June 23rd, 2015

Michal made some great points.

I want to add also to remind people that most people wants contents
for free and that is very tough business if you want to go that route.

The only contents that can probably sell are video contents, photo contents,
art contents, written novel or movie script contents, Forget about news article
contents (not many wants to pay for those contents to be honest), Music content
and software content.

These are contents you can sell and people will buy but always reluctantly sometimes.
Money is not easy to make for many people. In fact, many people are living paycheck
by paycheck even for those in higher middle classes because they take on huge debts
with big homes. That is another topic.

Ming Tsui

June 23rd, 2015

Content is something similar to an idea that actually able to formed into a product.

An idea might be worthless but if the idea can be created into a concrete product
then it has value and can demand a value and price.

But if the product does not have any use for most people then it has no value. Same
for content. The content created created must have some interesting value as having
followings the content can sell or a price.

I could create a start up based on this concept to create some form of value for content
creators. This might be a great project to find a good team of programmers for a spare time
project. Could be interesting also and maybe can attract venture capital because you are
making and giving content value. Value is money. Money can do wonderful things. There are
good ways of looking at money and how to use it for betterment of society. There are just too
much waste in using money by many rich folks such as expensive art work which might not
have any value unless someone is willing to pay for them. Some of these arts works are just
big big jokes. This is another topic but just give people thoughts about what is something worth
and what value we give to content or art work.

Michael Brill Technology startup exec focused on AI-driven products

June 23rd, 2015

To the extent that the value of content is the ideas it contains vs. unique expression of those ideas, it is going to be a very ugly world for content creators. The quality of natural language processing and generation is getting such that fact extraction and generation of novel expression of those facts is quite good. Routine sports, financial, weather and similar highly-structured reporting is already being done with software. You can see pretty clearly where it's going.

And there things you can do with software such as combining multiple perspectives to create a single consensus expression. (I did this with wine reviews... reading the top 5ish reviews for a single wine, extracting facts and then generating a consensus review... it's pretty darn good and I'm just a monkey).

*Maybe* video offers some protection for content creators, but it's also not hard to imagine the above concept applied and then offshore studios reshooting video and publishing within minutes of the original.

Maybe this results in changes to IP protection in the US (I think it's tougher in Europe for instance), but the trend isn't good.

Pamela Ed.D. Founder & CEO at Deeper Dive Learning, Inc.

June 24th, 2015

Very well said, Paul.

Eli Castellanoos Operations at MiChefs Network

June 24th, 2015

Hello Ming I only looking for someone with a brain to share ideas. You seem to be a thinker and some times that is more important than a billion dollar business. A lot of rich people out there that arent worth very much as people. Regardless. On your tutoring project, since you are a female, there are a number of ways that you can seek grant funding for a woman owned business and also apply for education grants for the tutoring program. With these sources, you may even be able to provide services for free to qualified individuals. Another thought is for disadvantaged and displaced individuals. You can use this service to provide training program through workforce centers. Department of Labor Grants could be used to provide funding for this. Just some thoughts hope they help. I am familiar with how they work so ask questions any time. My business mail is elicastellanos@michefsnetwork.com Take care