On May 28-29, a little over 300 people from the publishing and marketing industries from around the globe gathered in Amsterdam for two days of insights, networking, and discussion about the future of content creation, from process, technology, and organizational points of view. Speakers included representatives from Adobe, Pubworx (a joint initiative of Condé Nast and Hearst), Yamaha, Aller Media, Tamedia, Editora do Brasil, and many more.
While the publishing industry faces many common challenges, the event provided a behind-the-scenes look at how these organizations are innovating to stay relevant to changing audience demands, and leveraging technology to speed up and improve content creation. Here we will discuss a few key insights from a selection of the presentations.
1. Humans have not changed for thousands of years
The theme of the event was “continuous transformation” - relevant given the vast and ongoing changes occurring in content consumption, technology, and business models. But perhaps one of the most important points made - by Cliff Crosbie of Emrays - is that humans are fundamentally the same creatures we have been since hunter gatherer times. Thousands of years ago, people would gather around a fire and tell stories. Great storytellers would look for an emotional reaction in their audience and finetune their stories for maximum emotional impact.
Today we carry our digital campfires in our pockets, and share stories through news articles, podcasts, video and more. But the absence of a physical presence means reading the emotions of our audience is more difficult. While most publishers and brands have a number of tools at their disposal, such as analytics, comments, basic text and sentiment analysis, and so on, the next generation of AI products are gearing up to predict consumer emotion with much greater sophistication - before your content is even published. As noted by Cliff: