Success factors are an expressive brand, sensible
channel content offerings and an analysis of user
preferences
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THE THREE KEY FACTORS IN CONTENT DISCOVERY
FAVOURITE CONTENT
CONTENT
DISCOVERY
USER DATA & PERSONALISATION
• Collecting, aggregating and profiling user data
• Data-driven creation and definition of offerings
BRAND & MARKETING
• The brand’s charisma must be like a lighthouse for customers
in the search for content
• The brand must convey a clear statement on the content:
“WHAT’S IN FOR ME?”
COMBINATION OF CHANNEL/CONTENT
• Configuration of the channel and content to reflect
users’ specific preferred combinations
• Tailoring of the content to the channel
e.g. content “snippets” for multi-channel networks
1
2
3
Providers must operate at two
levels to help users find their
favourite content:
1
2
They need a better
understanding of (individual)
users and their preferences so
that they can gear their own
content better to those
preferences and offer it to users
in a targeted way.
They have to brand their
content more concretely,
market it more strongly and use
all possible internal and external
distribution channels for that,
i.e. always approach users and
not wait for them to end up on
their own “channel.”