A Brief History of Content

A BRIEF HISTORY OF
CONTENT
John Blossom, President, Shore
Communications Inc.
19 October 2010

19 October 2010
Copyright © 2009 Shore Communications Inc. - All Rights Reserved
3

A Brief History of Content
 What it is
 Where it came from
 Where it is today
 Where it is going
 The role of SmartContent
19 October 2010
Copyright © 1999-2010 Shore Communications Inc. - All Rights
Reserved
4

What is Content?
 Content is information and experiences that
give value to audiences in specific contexts.
 If people don’t value it, it’s not content!
19 October 2010
Reserved
5
Source: Isabelle Trocheris/David Giovannoni

In the Beginning: Storytelling
 Communication with peers, trusted leaders
 Community experience as the value point
19 October 2010
Reserved
6

Then Came Property…
 Capturing complex social interactions
 Trusting objects to organize human relations
19 October 2010
Reserved
7

Publishing Created
Civilizations…
 “The DNA of society” – enabling large groups
to act as a social organism
19 October 2010
Reserved
8

Destroyed Civilizations…
 Highly centralized control of inflexible
publishing limited adaptation to new
circumstances
19 October 2010
Reserved
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And Preserved Civilizations…
 Content for the few
19 October 2010
Reserved
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Then Came Cheaper
Production…
 Content that could be shared widely increased
literacy
19 October 2010
Reserved
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And Content Started Moving
Back…
19 October 2010
Reserved
12

…To Where it Came From. Sort
of.
19 October 2010
Copyright © 1999-2010 Shore Communications Inc. - All Rights Reserved
13

To Publish is to be Human
19 October 2010
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Reclaiming Humankind’s
Heritage
19 October 2010
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Using Social Structure Profitably
19 October 2010
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The New DNA of Publishing
 Rapid contextualization of
environment & social
influence
 Semantics
 Analytics
 Languages
 Sensors
 Gestures
 Context for any input from
any network on any device
 Flexible, responsive
societies
19 October 2010
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SmartContent Makes Complex
Context Simple
19 October 2010
18

Chasing the Mammoth: Context
is All
19 October 2010
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Source: Dr. Silvia Helena Cardoso

Our Next Great Civilization?
 Adapting to rapid
environment shifts
 Pervasive sensors
 Organic computing
 Learning how to be
global and tribal
simultaneously
19 October 2010
20
Source: Doc Searls

From Machines to Global
Organism
19 October 2010
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For the Panel…
 What is the big problem that you’re trying to
solve?
 How does SmartContent help you to solve it?
 Where is SmartContent bringing us?
19 October 2010
22

24 September 2010
Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 23
For Follow-Up…
 PHONE
 203.293.8511
 EMAIL
 jblossom@shore.com
 WEB
 shore.com
 contentblogger.com
 contentnation.com
 TWITTER
 @jblossom
 POST
 John Blossom
President
Shore Communications Inc.
4 Merritt Lane
Westport, CT 06880

About Shore
 Content Marketing Strategists
 Enhance your strategies for publishing
and content technology products and
services in enterprise and media
markets
 We provide:
 Market research, intelligence and
analysis
 Marketing strategy review and advice
 Go-to-market content and services
 Recognized:
 2004, 2005 EContent Magazine
“100 Companies that Matter Most”
 2007 CODiE – Best Media Blog
19 October 2010
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Web: shore.com

A Brief History of Content

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