A Brief History of Content

A BRIEF HISTORY OF CONTENT
19 October 2010 John Blossom, President, Shore Communications Inc.

28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 1
2 19 October 2010
Copyright © 2009 Shore Communications Inc. - All Rights Reserved
A Brief History
y of Content
3
 What it is
 Where it came from
 Where it is today
 Where it is going
 Th role
The l off SmartContent
S C
19 October 2010
Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
What is Content?
4
 Content is information and experiences that give

value to audiences in specific contexts.
 If people don
don’tt value it, itit’ss not content!
Source: Isabelle Trocheris/David Giovannoni
19 October 2010
In the Beginning:
g g Storytelling
y g
5
 Communication with peers, trusted leaders

 Community experience as the value point
19 October 2010
Then Came Property…
p y
6
 Capturing complex social interactions

 Trusting objects to organize human relations
19 October 2010
Publishing
g Created Civilizations…
7
 “The
The DNA of society
society” – enabling large groups to
act as a social organism
19 October 2010
Destroyed
y Civilizations…
8
 Highly centralized control of inflexible publishing

limited adaptation to new circumstances
19 October 2010
And Preserved Civilizations…
9
 Content for the few
19 October 2010
Then Came Cheaper
p Production…
10
 Content that could be shared widely increased

literacy
19 October 2010
And Content Started Moving
g Back…
11
19 October 2010
…To Where it Came From. Sort of.
12
19 October 2010
To Publish is to be Human
13
19 October 2010
Reclaiming
g Humankind’s Heritage
g
14
19 October 2010
Using
g Social Structure Profitablyy
15
19 October 2010
The New DNA of Publishing
g
16
 Rapid contextualization of
environment & social influence
 Semantics
 Analytics
 Languages
 Sensors
 Gestures
 Context for any y input
p from
any network on any device
 Flexible,, responsive
p societies
19 October 2010
SmartContent Makes Complex
17
C t t Si
Context Simple
l
19 October 2010
Chasing
g the Mammoth: Context is All
18
Source: Dr. Silvia Helena Cardoso
19 October 2010
Our Next Great Civilization?
19
 Adapting to rapid
environment shifts
 Pervasive sensors
 Organic computing
 Learning how to be
global and tribal
simultaneously Source: Doc Searls
19 October 2010
From Machines to Global Organism
g
20
19 October 2010
For the Panel…
21
 What is the big problem that you’re trying to solve?
 How does SmartContent help

p you
y to solve it?
 Where is SmartContent bringing us?
19 October 2010
For Follow-Up…
p
 PHONE
 203.293.8511
 EMAIL
 jblossom@shore.com
 WEB
 shore.com
 contentblogger.com
 contentnation.com
 TWITTER
 @jblossom
 POST
 John Blossom
President
Shore Communications Inc.
4 Merritt Lane
Westport CT 06880
Westport,
24 September 2010
Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 22
About Shore
23
 Content Marketing Strategists
 Enhance your strategies for publishing
and content technology products and
services in enterprise and media
markets
k t
 We provide:
 Market research, intelligence and
analysis
 Marketing strategy review and advice
 Go‐to‐market content and services
Web: shore.com  Recognized:
 2004, 2005 EContent Magazine
p
“100 Companies that Matter Most”
 2007 CODiE – Best Media Blog
19 October 2010

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19 October 2010 John Blossom, President, Shore Communications Inc.

 Content is information and experiences that give

Source: Isabelle Trocheris/David Giovannoni

 Communication with peers, trusted leaders

 Capturing complex social interactions

 Highly centralized control of inflexible publishing

 Content for the few

 Content that could be shared widely increased

Source: Dr. Silvia Helena Cardoso

 What is the big problem that you’re trying to solve?

 How does SmartContent help

 Where is SmartContent bringing us?

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