As news organisations adapt to the changing audience landscape, the notion of creating “content without borders” becomes all the more relevant.
Nowadays, journalistic content rarely exists in a single form. Rather, content produced is replicated and adapted across print, digital news websites, across social media, and even in emerging forms such as podcasts and text-to-voice.
Folio recorded “content without borders” as a key takeaway from its Content Engagement Master Class:
“Create content and ideas that can easily live in more than one place. But if you have content that can only live on one platform, like a Youtube video, make sure to flex other channels for cross-platform support to promote that video everywhere.”
Designing flexible content
Today, those working in the positions of journalists may carry different titles – content creators, online producers – that are more reflective of the need to create flexible copy, and creating flexible content means that there are more ways to connect with a story, extending the reach and influence of a media brand.
And it’s not just adapting text for different platforms, it’s the complete transformation of how content can be accessed.
An INMA report on audio opportunities for news media showed that publishers “are experimenting, determining what the underlying technology can do for them, what audiences want — and what advertisers might pay for.”
“News media companies are in a prime position to benefit from the audio trend because they have so much content.” (Read more about the potential of podcasts for news media content here.)
In other corners of the journalism world, Buzzfeed is turning content into videos, the ABC is turning stories into interactive browser games, and augmented reality is transforming the front pages of newspapers.
Old content, new life
As part of our series exploring innovative revenue models for news media organisations, we looked at publishers breathing new life into existing, archived content. Resurfacing (and monetising) archived content allows for a greater return on investment, extending the life of previous material:
“Through the process of uncovering the archive, the potential value of the assets was also revealed. “