It’s been fun few years, but my content modelling blog post series has come to an end. I started it to amplify what others were saying about structured content, and to make it accessible. When I started, there was gap: everyone knew structured content was important but there weren’t many places to go to show you how to approach it.
Content modelling is important. It’s about designing content together, as part of a cross-disciplinary team. Not from the tech up, or from the business down, but as a joined-up, sustainable team across the organisation.
A content model is a communication vehicle. Content modelling is the process to facilitate that communication. Value content modelling over the content model.
As I close out this series, I want to review where we’ve been, what we’ve learned and start to think about what comes next.
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A couple months ago I met Lujza. She’s into video. Big time.
We all know video is important. Some already citing video as the most important type of content for truly engaging with consumers. But what steps can we take to really understand how effective video is at doing that. Well, that’s where Lujza’s story is really interesting. Over to you.
Lujza Bubanova, Co-founder of YouFirst & Divano
Lujza Bubanova of Divano and YouFirst – Video
Hi! Before co-founding Divano I was a professional golfer. I got into media tech while studying for a Masters of Digital Marketing at Hult International Business School in San Francisco. As a student, I started a conference called Startupism. That led to me securing a spot at the Stanford Persuasive Technology Labs as an intern studying behavioural patterns and then media consumption of contemporary viewers. So what did I find?
We can gauge the ability of viewers to consume two sources of entertainment at a time and at the same quality level as if consumed from just one source. Think TV and mobile. Not only can be do both but the sum of the two parts is drives superior engagement. This finding now serves as the fundamental hypothesis for Divano’s value creation model during ad breaks (more on Divano later).
I’m also tapping into the new area of emotion metrics focusing on youtubers and Mulit-Channel Networks (MCNs) allowing them to pre-test content before release. With YouFirst, you can do what the big movie/tv productions having been doing for years but a fraction of the cost using technology.
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