The Avengers of Content

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Heroic content: Disney is one of a number of southland entertainment companies that base their success on quality content.

This morning, when Disney Chief Executive Officer Robert Iger announced another quarter of growth for his company, he gave a whole lot of credit to some things we care about  – Star Wars, Marvel’s The Avengers: Age of Ultron (didn’t you love the robots’ debate about chaos, order, and the fate of humanity?), and content.

“Our results once again reflect the strength of our brands,” Iger said, “and the quality of our content.”

Since the film industry started, Los Angeles has been a content town. Content is big. And big business. In trailers and studios and soundstages, people ask certain kinds of content strategy questions all the time. Should our megastudio produce this sequel? Should we bring back this sitcom for another season? How do we promote it on the web?

That last question is often where we come in, with our focus on web and mobile content experiences.

Our questions are generally different from our film and media partners, but our focus on content is no less intense. When we talk about content strategy with the southland’s media companies, we may need to remind ourselves that “content strategy” for them might have a more entertainment-industry focus. We might have to reposition some discussions to veer toward technology and database structure and user experience.

It’s not a new direction for these media companies. Tech companies from up north (Yahoo!, Google, Netflix, etc.) have been playing with L.A. media companies for years. And, in addition to expensive outbound advertising, studios devote considerable resources to websites, social media, content marketing. Disney itself completed its acquisition of Maker Studios about a year ago. And the studios are keeping an eye on other southland content creators, such as Snapchat, Whisper, Scopely, and more  – as competitors and potential partners.

Entertainment content will continue to expand to more screens and devices, so the need for strategists to manage that content and the communications about it will increase. Hollywood: It’s a great place to promote the practice of content strategy.

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