News: Talent Centered Publishing

Written by Mathys van Abbe on January 22nd 2014 at 13:41 CET.

New ways of distributing content are changing the world. The publishing world at least. Mobile devices which connect you to the world are reaching the hands of more and more people from all walks of life.

Thanks to this connectivity “Every company is (slowly becoming) a media company” – (Tom Foremski).

Influential people, brands and organisations are massively turning to ‘free’ tools to distribute their messages. Free is of course not free and everybody is becoming an advertiser.

In my last blogpost I’ve discussed my ideas about developing the right media mix. To engage with peers it is important to respect their time and understand how engagement and brand activation works.

This blog post will dive a little deeper into identifying the right contextual elements for great story telling.

So last year we’ve been pioneering with, something I will introduce as, Talent Centered Publishing (TCP).

We stumbled upon some very talented individuals and helped them find the right media mix. They just focused on telling the stories in the way they did before using tweets, blog posts, short form video and of course photo/video updates (Instagram/Moby).

But instead of just using the main social platforms we outfitted them with our MobyNow platform technology. This enabled them to grow their reach from Twitter, Facebook and Instagram to their new self owned and maintained websites.

On theses websites they are in control of everything which is going on, so they can monetize the traffic or at least use it for their own goals.

We’ve learned a lot about what works and what doesn’t and we came up with the 7 key aspects for successful Talent Centered Publishing.

Do you, as a brand or individual have what it takes to take full use of Talent Centered Publishing? And can you become a social influencer and grow your audience on YOUR OWN platform? Take the test to find out!

The Big TCP test

1. Prime original content
Create original content.

Red Bull and GoPro are pretty damn good at it:

Click here to view the embedded video.

Q:

Is the content you’re creating truly original?

A:
o  yes
o  no

2. Social media engaged
Are you in touch with your peers / target audience? The more you engage the faster you learn and the quicker you will build your followers. Nothing is more interesting for fans than direct communications with their influencer.

Being socially engaging is not just posting updates. It is really using the social networks to get better insights in your audience by communicating with them. (garyvee example)

Be more active than one update a day.

Be active on those places where your peers are. (Saying you’re already on FB isn’t enough)

Reply to questions and remarks (not just because it is polite, also because interacting will get you way more followers)

James Blunt his replies to Twitter insults are a great example of how you can get something great out of a bad situation.

Screen Shot 2014-01-20 at 15.56.50

Q:
Do you have more than a 1000 Twitter followers or Facebook likes in a certain niche? And/or do you have at least 20.000 Twitter followers or FB likes in general?

A:
o  yes
o  no

3. Multi talent, no one trick pony
It is a big plus if you’re able to create different CPU kind of stories. Writing skills are important. Showing humor or expertise on your topic is very convenient. Using the skill set of others to help you produce these could be interesting. It is also interesting if you have an (entrepreneurial) idea about how you will use the traffic. ( Think goal oriented )

The Dutch personality Arie Boomsma understands very well how it is done. He posts pictures on various topics regularly. He posts videos of his training exercises, which he writes a column about in Linda Magazine. He blogs at least once a week. All his online activity triggers visitors to check out more stuff on his platform. His latest tv shows are viewable from the site and his tweets and calendar is there as well.

Screen Shot 2014-01-22 at 12.49.37

Q:
Are you a multi talent?

A:
o  yes
o  no

4. Do it yourself
Try to get as many essential rich content creation skills in your team as possible to become totally self reliant. Being able to produce video without external camera/sound/editing guys will help you speed up the process and keep expenses to a minimum.

The Cinemates, Realiteittijd and Kakhiel are examples of depending on nobody as it comes to their web publishing. They do everything themselves.

Click here to view the embedded video.

Q:
Do you have all the needed skills in your team?

A:
o  yes
o  no

5. Ambition / commitment
Creating successful online properties takes time and patience. It doesn’t happen overnight. Take into account that it might take a while before you reach critical mass on your own social platform.

For platforms operated by individuals this means that it might take you half a year before you have the statistics needed to get advertisers on board. For organisations it means building the right content creator team or having social influencers commit for a longer period of time.

Q:
Are you really committed?

A:
o  yes
o  no

6. Passion driven
Is there a personal link with the topic(s) you’re creating content about? In other words are you the only one who can build this platform? Or at least do you think you are the only one?

Q:
Are you really passionate about the topic of your platform?

A:
o  yes
o  no

7. Celeb
Of course it helps if you are already famous. If you get exposure on any media, your new platform will of course easily benefit from that and will allow you to grow your audience quicker. This rule somewhat overlaps a bit with a few of the mentioned above, but offers some interesting opportunities.

Q:
Are you famous? :)

A:
o  yes
o  no

Now the results of our little quiz:
If you’ve answered less than four questions with yes (so 1-3) you’re chances of becoming the next viral platform are slim.

If the results are four out of seven we advice you to focus on ways to get to at least five yes answers.

Five or six yes-answers means there is serious potential and you could consider exploring the possibilities. Our advice would be to start focusing on your self owned proporties.

Seven yes answers? Contact us! :)