Content
According to Richard, there is a strange paradox going on at the moment. Online, mobile and social media are the factors that are causing a decline in traditional media and the dismissal of thousands of journalists. At the same time, they are also the factors that offer many new opportunities for traditional media. Incidentally, he himself prefers not to talk about content, even though the word is in his job description. According to him, the word content has become too common. Or as he put it in unadulterated English “Like you can measure it by the foot or weigh it by the pound”.
A is becoming more social and vice versa. Edelman's own research showed last year that 23% of social media posts contained a link to some form of content. Incidentally, the New York Times website is the most greece phone number list referenced content worldwide. According to Richard, search (read Google) also likes visual content. Video comes first, photos second. Blogs and news articles only come third.
Transmedia storytelling
Content is in principle infinite, but people's attention is not, that is the problem according to Richard. There are only 24 hours in a day. On average, people only look at a web page for 20 seconds and we have to see a commercial 3 to 5 times before we remember it. That is why transmedia storytelling is becoming increasingly important: make sure you make your story available on all platforms. They call this the Media Cloverleaf. From traditional media, to hybrid media and via social media ultimately to owned media.