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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
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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
Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
In the Beginning:
g g Storytelling
y g
5

 Communication with peers, trusted leaders


 Community experience as the value point

19 October 2010
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Then Came Property…
p y
6

 Capturing complex social interactions


 Trusting objects to organize human relations

19 October 2010
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Publishing
g Created Civilizations…
7

 “The
The DNA of society
society” – enabling large groups to
act as a social organism

19 October 2010
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Destroyed
y Civilizations…
8

 Highly centralized control of inflexible publishing


limited adaptation to new circumstances

19 October 2010
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And Preserved Civilizations…
9

 Content for the few

19 October 2010
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Then Came Cheaper
p Production…
10

 Content that could be shared widely increased


literacy

19 October 2010
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And Content Started Moving
g Back…
11

19 October 2010
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…To Where it Came From. Sort of.
12

19 October 2010
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To Publish is to be Human
13

19 October 2010
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Reclaiming
g Humankind’s Heritage
g
14

19 October 2010
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Using
g Social Structure Profitablyy
15

19 October 2010
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The New DNA of Publishing
g
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 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
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SmartContent Makes Complex
17
C t t Si
Context Simple
l

19 October 2010
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Chasing
g the Mammoth: Context is All
18

Source: Dr. Silvia Helena Cardoso

19 October 2010
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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
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From Machines to Global Organism
g
20

19 October 2010
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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
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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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