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InContext / An inside look at the business of digital content

Embedding Technology in All Aspects of Your Content Strategy

August 4, 2014 | By Michelle Manafy, Editorial Director – DCN @michellemanafy

It could be my bias, but I’m hard pressed to picture a content strategy that isn’t a digital content strategy. Even organizations that deliver via multiple channels (yes, even print-centric ones) must weave tech into their business plans and way of working. Yet there are still far too many organizations limping along on cumbersome content management systems or kluging together a patchwork of fixes to address emerging distribution channels and evolving marketer expectations.

As a long-time tech journalist, I admit that I look with envy at some of the pure-play digital media companies and their emphasis on smartly integrating technology across all aspects of their business. Consider Vox Media, which takes an approach to technology that is journalism-centric. Wait, no, digital journalism-centric. As Ezra Klein said when leaving the venerable Washington Post to join Vox, today’s journalists are “held back” by systems created to deliver print products. And I’m sure there are many who would echo the sentiment with regards to other systems designed for analog channels that have been adapted to accommodate digital.

Given that many organizations are still reliant on the bulk of their revenue coming from non-digital content, it isn’t surprising that their tech strategy follows suit. Yet the increasing emphasis on digital-first-strategy isn’t limited to journalists longing for tools that will allow them to quickly deliver data-driven stories optimized across multiple channels. Marketers are seeking data-driven solutions optimized across multiple channels as well. Clearly, developing tech strategies that align with these expectations is a must-have. Easier said than done.

But there are those who see technological disruption as an opportunity for innovation. At our new Content All Stars event, Jason Silva–who may be best known as host of National Geographic’s Brain Games (though he is gaining international notoriety as a futurist and digital philosopher)–is looking forward to exploring the technological forces that have blown up the media and marketing landscape and created an infinite opportunity for new ideas to be built up from the rubble.

The Weather Company is certainly no stranger to new ideas either. The company leverages data to drive content and marketing experiences in ways few others have yet envisioned, much less delivered. At Content All Stars, Vikram Somaya, GM of WeatherFX, will take the stage with Bob Ivins of Mindshare, who has the distinction of being the first-ever Chief Data Officer at a media agency. These two will discuss their partnership in exploring the frontier of how data can deliver real-time insights that create bottom-line value.

We’ll also hear from three of the disruptive thinkers on the Vox Media team–co-founder Melissa Bell, Chairman and CEO Jim Bankoff, and VP of Editorial Lockhart Steel (who joined the company after Vox Media acquired his Curbed LLC). They will discuss the company’s distinct approach to integrating technology into every aspect of its business, starting at the core with the creation of content through content management, delivery and monetization.

Join us at Content All Stars to gain insight into how technology can transform your media and marketing efforts and how you can transform the way you think about, develop and implement technology to power-up your content strategy.

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