Content Is Dead, Long Live Product

Content isn’t actually dead, but due to an over-crowded media landscape, it’s no longer enough to be a good storyteller and hope people will find you. Now, it’s critical to create and package stories that connect with your audiences where they are. It’s time to think of your content as a product—one that serves a purpose and meets needs. The Atlantic is many things to many people: a magazine, a website, an Instagram post, a video shared by a friend, a podcast that accompanies you on your commute. These products make it possible for stories to reach readers and for ideas to challenge minds. In this session, Natasha will share how communicators at your organization can adopt a product manager’s mindset to craft stories that deliver value, build loyalty, and drive action.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Neil Brown
Neil Brown

The Poynter Institute Of Media Studies

photo of Natasha Shields
Natasha Shields

Atlantic 57

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