Content Publishing 2.0

It’s a mobile, in-the-moment world out there.

Two months ago I wrote Introducing BadJupiter to help explain the concepts behind a new consumer platform we launched for collecting and sharing personal insights about experiences. From the start, the vision for BadJupiter was always to put users first: eliminate static from advertisers, and instead connect people with content from sources they trust. Fundamentally, that’s what separates BadJupiter from all the other consumer content platforms: trust, relevance, and context.

In that article I talked about two groups of users: Explorers, the people like me who explore and discover on their own and want to capture, share, and collaborate on their findings; and Enthusiasts, who want good insights and answers and care about where the info comes from. Enthusiasts ask their friends for recommendations, but failing that, they have a handful of go-to sources they trust.

Among these trusted sources are businesses, like Eater and Condé Nast Traveler. This is not new content for these users — they already get the Eater and Condé Nast Traveler emails and watch Diners, Drive-Ins and Dives on Food Network and follow their favorite food bloggers on Instagram and Twitter. So where does BadJupiter fit?

Static Gets Stale

The world has become increasingly mobile. There’s a big disconnect between the content that users want, which they get from Eater and do512 in their email at work, and what they can find in the moment, when they default to the nonsense on Yelp and Google on their phones. Where’s that Eater list when you need it? For content producers to stay relevant in this new world, they need to understand a few things about active audiences:

• They want the content with them, in their pocket, wherever they are.
• They want it searchable, so they can find exactly what they need right when they need it.
• They want it actionable: save, share, comment, collect, collaborate.

There’s a whole spectrum of lifestyle and community businesses that will benefit from a better, more engaging channel to their customers. Lifestyle brands interacting with their customer-communities. Hospitality businesses, community organizations, and events like festivals and conferences providing concierge- and local guide-type services to customers and patrons.

Our immediate focus, though, is content publishers themselves. Engagement with users is a major success metric for these guys, so anything that helps them reach more users at more times via more channels is core to their business. From individual “personal brands” like food bloggers all the way up to big media interests like Condé Nast, Vox, etc.: Content Publishing 1.0 was static articles about the best chicken wings in town; 2.0 is a take-it-anywhere, find-it-anytime guide to chicken wings complete with a map and personal insights about each place.

Publishing for Mobile, Contextual

Content composition for mobile-discoverable-interactive requires new publishing tools. If I am a content producer business, I want BadJupiter as a channel so that my audience can find me when they are out doing stuff. When my content is discoverable on BadJupiter, that increases reach for me and makes me more relevant. Better, my content is not diluted by advertisers.

Wordpress has long been the standard platform for static content publishing. While there will be integrations, publishing mobile-dynamic content will happen in parallel with 1.0 static post-once-and-move-on channels. This is a huge opportunity for content — after all, Wordpress ran 1/3 of the Content Publishing 1.0 internet.