a brief history of content

A BRIEF HISTORY OF CONTENT

John Blossom, President, Shore Communications Inc.

19 October 2010

28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2

19 October 2010Copyright © 2009 Shore Communications Inc. - All Rights

Reserved

3

A Brief History of Content

What it is Where it came from Where it is today Where it is going The role of SmartContent

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

4

What is Content?

Content is information and experiences that give value to audiences in specific contexts.

If people don’t value it, it’s not content!

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

5

Source: Isabelle Trocheris/David Giovannoni

In the Beginning: Storytelling Communication with peers, trusted

leaders Community experience as the value

point

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

6

Then Came Property…

Capturing complex social interactions Trusting objects to organize human

relations

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

7

Publishing Created Civilizations… “The DNA of society” – enabling large

groups to act as a social organism

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

8

Destroyed Civilizations…

Highly centralized control of inflexible publishing limited adaptation to new circumstances

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

9

And Preserved Civilizations… Content for the few

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

10

Then Came Cheaper Production… Content that could be shared widely

increased literacy

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

11

And Content Started Moving Back…

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All

Rights Reserved

12

…To Where it Came From. Sort of.

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

13

Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved

To Publish is to be Human

19 October 2010

14

Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved

Reclaiming Humankind’s Heritage

19 October 2010

15

Using Social Structure Profitably

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

16

The New DNA of Publishing

Rapid contextualization of environment & social influence Semantics Analytics Languages Sensors Gestures

Context for any input from any network on any device

Flexible, responsive societies

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

17

SmartContent Makes Complex Context Simple

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

18

Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved

Chasing the Mammoth: Context is All

19 October 2010

19

Source: Dr. Silvia Helena Cardoso

Our Next Great Civilization?

Adapting to rapidenvironment shifts

Pervasive sensors Organic computing Learning how to be

global and tribalsimultaneously

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

20

Source: Doc Searls

From Machines to Global Organism

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

21

For the Panel…

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

How does SmartContent help you to solve it?

Where is SmartContent bringing us?

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

22

24 September 2010Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS

RESERVED23

For Follow-Up…

PHONE 203.293.8511

EMAIL jblossom@shore.com

WEB shore.com contentblogger.com contentnation.com

TWITTER @jblossom

POST John Blossom

PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880

About Shore

Content Marketing Strategists Enhance your strategies for publishing

and content technology products and services in enterprise and media markets

We provide: Market research, intelligence and analysis Marketing strategy review and advice Go-to-market content and services

Recognized: 2004, 2005 EContent Magazine

“100 Companies that Matter Most” 2007 CODiE – Best Media Blog

19 October 2010 Copyright © 1999-2010 Shore Communications Inc. - All Rights

Reserved

24

Web: shore.com