Comments on: If You Charged for Your Content, Would Anyone Pay? http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/ Improving Healthcare Through Digital Technology -- Effectively using digital technology and social media in pharma and healthcare Tue, 24 Jan 2012 00:11:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Jonathan Richman http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-2383 Jonathan Richman Fri, 25 Sep 2009 21:32:26 +0000 http://www.doseofdigital.com/?p=1582#comment-2383 Jim, These are great questions. I love this framework. Thanks for taking the time to share. The questions you ask are similar to the thinking behind a concept our agency created called "The Selfish Consumer." Check out the deck on my SlideShare page http://slideshare.net/jonmrich Jim, These are great questions. I love this framework. Thanks for taking the time to share. The questions you ask are similar to the thinking behind a concept our agency created called “The Selfish Consumer.” Check out the deck on my SlideShare page http://slideshare.net/jonmrich

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-9222 Jonathan Richman Fri, 25 Sep 2009 21:32:00 +0000 http://www.doseofdigital.com/?p=1582#comment-9222 Jim, These are great questions. I love this framework. Thanks for taking the time to share. The questions you ask are similar to the thinking behind a concept our agency created called "The Selfish Consumer." Check out the deck on my SlideShare page http://slideshare.net/jonmrich Jim, These are great questions. I love this framework. Thanks for taking the time to share. The questions you ask are similar to the thinking behind a concept our agency created called “The Selfish Consumer.” Check out the deck on my SlideShare page http://slideshare.net/jonmrich

]]> By: Jim Dayton http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-2382 Jim Dayton Fri, 25 Sep 2009 20:22:06 +0000 http://www.doseofdigital.com/?p=1582#comment-2382 Hi Jon, Great discussion-starter today. It was very reminiscent of the question I posed back in June to our clients, http://news.intouchsol.com/Volume1Issue6/OurInsights/SocialMedia.aspx, "Is Your Content Worth Sharing?" I really think there is more to this concept than simply producing valuable content. Don't get me wrong, valuable content is a great starting point. But marketers today need to be taking the next step. Once they've produced valuable content, they need to ask: 1. Am I providing means for my content to be actively shared? 2. Will my content be distributed via trusted sources/affiliates? 3. Will my content make it through the consumer's filter? 4. Will my content make it through my consumer's friends' filters? 5. Am I distributing my content via the preferred channels of my consumers? 6. Will my content elicit a response? 7. How will I respond and engage the consumers that found enough value in my content to respond? 8. And more... These questions directly impact a marketing team's business objectives and strategy, contact strategy and social media engagement plan. And these questions could end up defining whether or not your overall marketing message has any value. Then, there is always the question of whether or not you want your brand to become a consumer destination for information or you want to be the best distributor of valuable content. It's a much bigger question that valuable content, but this is a great place to start. Hi Jon,
Great discussion-starter today. It was very reminiscent of the question I posed back in June to our clients, http://news.intouchsol.com/Volume1Issue6/OurInsights/SocialMedia.aspx, “Is Your Content Worth Sharing?” I really think there is more to this concept than simply producing valuable content. Don’t get me wrong, valuable content is a great starting point. But marketers today need to be taking the next step. Once they’ve produced valuable content, they need to ask:

1. Am I providing means for my content to be actively shared?
2. Will my content be distributed via trusted sources/affiliates?
3. Will my content make it through the consumer’s filter?
4. Will my content make it through my consumer’s friends’ filters?
5. Am I distributing my content via the preferred channels of my consumers?
6. Will my content elicit a response?
7. How will I respond and engage the consumers that found enough value in my content to respond?
8. And more…

These questions directly impact a marketing team’s business objectives and strategy, contact strategy and social media engagement plan. And these questions could end up defining whether or not your overall marketing message has any value. Then, there is always the question of whether or not you want your brand to become a consumer destination for information or you want to be the best distributor of valuable content. It’s a much bigger question that valuable content, but this is a great place to start.

]]> By: Jim Dayton http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-9221 Jim Dayton Fri, 25 Sep 2009 20:22:00 +0000 http://www.doseofdigital.com/?p=1582#comment-9221 Hi Jon, Great discussion-starter today. It was very reminiscent of the question I posed back in June to our clients, http://news.intouchsol.com/Volume1Issue6/OurInsights/SocialMedia.aspx, "Is Your Content Worth Sharing?" I really think there is more to this concept than simply producing valuable content. Don't get me wrong, valuable content is a great starting point. But marketers today need to be taking the next step. Once they've produced valuable content, they need to ask: 1. Am I providing means for my content to be actively shared? 2. Will my content be distributed via trusted sources/affiliates? 3. Will my content make it through the consumer's filter? 4. Will my content make it through my consumer's friends' filters? 5. Am I distributing my content via the preferred channels of my consumers? 6. Will my content elicit a response? 7. How will I respond and engage the consumers that found enough value in my content to respond? 8. And more... These questions directly impact a marketing team's business objectives and strategy, contact strategy and social media engagement plan. And these questions could end up defining whether or not your overall marketing message has any value. Then, there is always the question of whether or not you want your brand to become a consumer destination for information or you want to be the best distributor of valuable content. It's a much bigger question that valuable content, but this is a great place to start. Hi Jon,
Great discussion-starter today. It was very reminiscent of the question I posed back in June to our clients, http://news.intouchsol.com/Volume1Issue6/OurInsights/SocialMedia.aspx, “Is Your Content Worth Sharing?” I really think there is more to this concept than simply producing valuable content. Don’t get me wrong, valuable content is a great starting point. But marketers today need to be taking the next step. Once they’ve produced valuable content, they need to ask:

1. Am I providing means for my content to be actively shared?
2. Will my content be distributed via trusted sources/affiliates?
3. Will my content make it through the consumer’s filter?
4. Will my content make it through my consumer’s friends’ filters?
5. Am I distributing my content via the preferred channels of my consumers?
6. Will my content elicit a response?
7. How will I respond and engage the consumers that found enough value in my content to respond?
8. And more…

These questions directly impact a marketing team’s business objectives and strategy, contact strategy and social media engagement plan. And these questions could end up defining whether or not your overall marketing message has any value. Then, there is always the question of whether or not you want your brand to become a consumer destination for information or you want to be the best distributor of valuable content. It’s a much bigger question that valuable content, but this is a great place to start.

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-2380 Jonathan Richman Fri, 25 Sep 2009 18:55:21 +0000 http://www.doseofdigital.com/?p=1582#comment-2380 Liz, So if "would I pay for it?" isn't the right question, then what is? "Is the site worth my time?" maybe. I mentioned that time is money (and Dan said it even better in his comment), so essentially, they are paying for it with their time. You said: "Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the “its been done” if that makes sense." So, how do you know when you have the "up and coming" and even more importantly, that your customers are going to care about the "up and coming"? Liz, So if “would I pay for it?” isn’t the right question, then what is? “Is the site worth my time?” maybe. I mentioned that time is money (and Dan said it even better in his comment), so essentially, they are paying for it with their time. You said: “Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the “its been done” if that makes sense.” So, how do you know when you have the “up and coming” and even more importantly, that your customers are going to care about the “up and coming”?

]]> By: Jonathan Richman http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-9220 Jonathan Richman Fri, 25 Sep 2009 18:55:00 +0000 http://www.doseofdigital.com/?p=1582#comment-9220 Liz, So if "would I pay for it?" isn't the right question, then what is? "Is the site worth my time?" maybe. I mentioned that time is money (and Dan said it even better in his comment), so essentially, they are paying for it with their time. You said: "Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the “its been done” if that makes sense." So, how do you know when you have the "up and coming" and even more importantly, that your customers are going to care about the "up and coming"? Liz, So if “would I pay for it?” isn’t the right question, then what is? “Is the site worth my time?” maybe. I mentioned that time is money (and Dan said it even better in his comment), so essentially, they are paying for it with their time. You said: “Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the “its been done” if that makes sense.” So, how do you know when you have the “up and coming” and even more importantly, that your customers are going to care about the “up and coming”?

]]> By: Liz Scherer http://www.doseofdigital.com/2009/09/if-you-charged-for-your-content-would-anyone-pay/#comment-2378 Liz Scherer Fri, 25 Sep 2009 15:53:24 +0000 http://www.doseofdigital.com/?p=1582#comment-2378 Jon - I wasn't implying that you were saying that pharma cos should start charging for their content; what I was trying to say was that perhaps this is the wrong question to be asking when the content is created. As you so aptly state, much of web content is becoming free, hence people are not visiting sites necessarily with the question "would I pay for this" or "is it valuable enough to pay for this," but "is this site worth my time?" Research shows time and again that if you don't grab someone immediately on the home page, you've lost them. So you're correct; pages and pages of "me too" content is pretty worthless. But I think that if pharma is going to get their heads of their butts, they need to think outside the "2000 and late box" which I respectfully, submit is thinking "what would I pay for this content?" Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the "its been done" if that makes sense. Thanks for a provocative post. .-= Liz Scherer´s last blog ..<a href="http://flashfree.wordpress.com/2009/09/25/keep-it-greasy-with-zestra%C2%AE/" rel="nofollow">Keep it greasy…with Zestra®</a> =-. Jon – I wasn’t implying that you were saying that pharma cos should start charging for their content; what I was trying to say was that perhaps this is the wrong question to be asking when the content is created. As you so aptly state, much of web content is becoming free, hence people are not visiting sites necessarily with the question “would I pay for this” or “is it valuable enough to pay for this,” but “is this site worth my time?” Research shows time and again that if you don’t grab someone immediately on the home page, you’ve lost them. So you’re correct; pages and pages of “me too” content is pretty worthless. But I think that if pharma is going to get their heads of their butts, they need to think outside the “2000 and late box” which I respectfully, submit is thinking “what would I pay for this content?” Perhaps it is a matter of putting community first and reframing the site to focus on the up and coming rather than the “its been done” if that makes sense.

Thanks for a provocative post.
.-= Liz Scherer´s last blog ..Keep it greasy…with Zestra® =-.

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