return Home

New Innovation Report: Why you need to think about 'precision content'

John Wilpers ()

Over the last several years, publishers have often grasped almost desperately at slogan strategies – “digital first!”, “responsive design!”, “mobile first!”, to name but a few.

“Digital First” sounded good, but amounted to not much more than putting content online before it goes into print. Then came “responsive design’, which made sites look good on mobile, but again did not ensure meeting the specific needs of mobile consumers. 

This is John Wilpers, author of the annual FIPP/IMC Innovation in Media World Report and senior director/USA at Innovation Media Consulting, writing in a chapter of the upcoming 2017/18-report. 

The report will be launched – as has become custom – at the 10th Digital Innovators’ Summit (DIS) from 19-21 March in Berlin, Germany, where John will also speak. You can sign up for DIS 2017 here, and pre-order your copy of the 2017/18 Innovation Report (digital and/or print) here (more info about prices below).

Like other slogans, “mobile first” was also fraudulent, writes John. It “simply put, content ultimately destined for the desktop on mobiles first. The content wasn’t specifically designed or created for the mobile platform or mobile-need moment.”

Innovation 2017 spread ()

Instead, he says, “we should start talking about content that is appropriate for and relevant to the consumer’s needs at the moment, as well as the format (video, photo, text, etc.) and platform (mobile, desktop, wearable, print, etc.) that work in the context of the particular ‘moment’ or ‘use case’. And if we really want to label it, let’s start calling it ‘Precision Content’.”

“Precision content” would solve the biggest two content questions:

1. What content do your readers want at what moment on what device and in what form?

2. How do we best tell the story to them (irrespective of, but with very definite consideration to different devices)?

“In working with publishing companies around the world, we (Innovation Media Consulting) see most editors planning content without considering the very visible behaviour of their readers. Too few editors know the kinds of content, the hour of the day, and the platform where their readers are consuming content,” says John.

Rarely is content geared towards the morning “use case” – quick updates, need-to-know information they need to get through the day or just look smart first thing in the morning. As more and more people continue to move to a mobile-only relationship, “the ‘need’ to provide ‘precision content’ on mobile will only become more and more essential.”

It goes beyond shifts in time, but represents a fundamental shift in how consumers engage and what their expectations are, writes John, quoting Forrester analyst Jennifer Wise.

A story today is often seen as a single object, even when it has multiple parts (one or more videos, a photo slide show, audio files, etc), and published only once. “All those requisite elements which could be consumed individually in other settings and at other times are wasted.”

Here he refers to an article written for FIPP.com by Dominik Grau, chief innovation officer of Ebner Media Group in Germany, on taking another approach: “A long story is never just a long story, it is a collection of an array of facts, figures, data and elements that are called ‘minimum information units’ (MIUs),” wrote Dominik. “Combined with a ‘touchpoint matrix’, such MIUs can be powerful resources to maximise the impact of your content.” (Read Dominik’s article here: How to maximise the impact of your content).

The Mobile chapter in FIPP/IMC’s Innovation World Report 2017/18 has much more on this, including ten actions for generation superior mobile content. Aside from the chapter on mobile, other chapters focus on:

1. Messaging apps and chatbots

2. Monetisation

3. Progressive v Native advertising

4. Print innovation and offbeat

5. Re-inventing legacy editorial teams

6. Technology

A reminder that the brand new report will launch at the 10th Digital Innovators’ Summit (DIS), where John will take the audience through some of the top innovations seen in media in the past year.  Delegates there will also hear from Ebner Media Group CEO Gerrit Klein. His session is about content strategies in a connected world. See the full agenda here, and sign up here.

Pre-order your FIPP/IMC Innovation in Media World Report now:

• FIPP members: Digital: free | Print: £59 | Print + Digital: £59

• Non-members: Digital: £109 | Print: £109 | Print + Digital: £135

More like this

How to maximise the impact of your content

[Congress Q&A] How prepared are you for another fundamental shift in how your audiences behave?

[Congress speaker Q&A] How Harvard Business Review is embracing the future

Innovation 'how to' report gives the lowdown on chatbots

  • The state of brand licensing around the world

    Recently, there has been a period of time where there was somewhat of a slow-down in international brand activity as companies focused on shoring up their bases. However, this year we have seen an increasing number of reports surfacing about media companies adopting a more global outlook again – at least in certain segments. Does this mean a renewed focus on brand licensing, and in what form? And what is the outlook as we head into 2018?

    13th Nov 2017 Features
  • CDS Global and Zeddit announce tech partnership to help publishers grow print magazine subscriptions

    CDS Global and Zeddit announced a strategic technology partnership in the UK and Australia to provide advanced subscriber conversion capabilities for print magazine publishers. The partnership will focus on improving the conversion of visitors to magazine websites into subscribers for CDS Global clients.

    13th Nov 2017 Industry News
  • How Egmont is reaping rewards from creating ALT.dk

    One of the biggest drives for publishers in the past decade or two have been transitioning their print content to digital. For some it is all about maintaining the magazine's brand essence online, yet others have enjoyed success in amalgamating print publications to create new web first brands.

    13th Nov 2017 Features
  • Focus on behaviour, not technology, to identify emerging trends – Future Today Institute’s Amy Webb

    The Future Today Institute recently published its 2018 report into the emerging tech trends that are likely to shape the publishing industry in 2018. Here, we speak to Amy Webb, the founder of the organisation, about the development of study, and explains how better scientific modelling undertaken today can help us to predict future technologies.

    20th Nov 2017 Features
  • Advertising in the era of Google and Facebook

    The Facebook and Google duopoly are creating huge shifts in the allocation of advertising budgets. What does this mean for publishers, brands, and agencies? A panel of industry experts gave some answers during a recent panel discussion at the FIPP World Congress.

    20th Nov 2017 Features

Video

Visit our Youtube channel

FIND OUT MORE

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site