SpectatorBytes

A few posts back I wrote about the new dynamics of content businesses in a digital world (See here). In recent months, the mantra of “content is king” has returned to the forefront of these businesses as a way to highlight their value. This is not surprising. As distribution outlets proliferate thanks to the digital revolution, the focus of leading media players is back on content rather than distribution. Tim Arango’s article in the New York Times today certainly makes this case (See here).

So, if content is still king, are the traditional owners of content likely to be the main beneficiaries of the digital revolution? The answer is that they are certainly well positioned to be. However, since the media world is rapidly moving away from royal kingdoms and becoming much more of a democracy, it is important that the leading producers of content embrace change and adjust their businesses to this new reality.

Content production to-date has been built around mass-audiences and mass-marketing. As audiences fragment and brands seek greater reach efficiency, content producers will need to adjust their businesses.

Here is a list of some of capabilities that will be increasingly critical for content producers to have in a post-digital revolution environment:

- Producing content for micro-audiences

- Building micro-brands

- Developing low-cost content production models

- Leveraging Web to develop new “green-light” processes

- Building/Finding audiences on the Web through SEO, SEM, and social media

- Packaging and programming in new distribution outlests (e.g., Video Aggregators, Content Networks, Social Networks, etc.)

- Expand ancillary business infrastructure to take advantage of hits

- Develop innovative and much more tailored advertising solutions for brand/premium advertisers

Leading producers of content are likely first to focus on consolidation as a way to preserve scale and sustain growth. However, as the new digital dynamics take greater hold, developing these new capabilities will be essential for them to keep their throne.