Content curation als volkssport

Door: Herman van Oorschot op 27 april 2011

Content curation als volkssport

Bij het woord curator denk je waarschijnlijk eerst aan zoiets onplezierigs als een faillissement. En daarna misschien aan het synoniem voor conservator, de man of vrouw die voor een museum kunstvoorwerpen verwerft en beheert. Dat laatste lijkt meer op wat wordt bedoeld met ‘content curation', op dit moment een hot, trending topic op internet. Maar wat is het eigenlijk?

Volgens marketing goeroe Rohit Bhargava is een content curator iemand die "continu de beste en meeste relevante informatie over een specifiek onderwerp vindt, groepeert, organiseert en deelt online". Klinkt bekend in de oren, niet? Is dat ook niet wat een uitgever doet?

Het nieuwe zit hem in het laatste en het eerste woord in de definitie van Bhargava: online en continu. Die twee hebben met elkaar te maken. Online is continu van karakter en niet discreet zoals print.

Natuurlijk, uitgevers verspreiden hun boeken, kranten en magazines ook via internet voor gebruik op pc's en tablets. Maar dat doet toch een beetje denken aan de eerste auto's die op gemotoriseerde postkoetsen leken. Online kent geen edities maar content streams en timelines.

OK, geen probleem. Dan herzien we het productieproces en laten redacties artikelen publiceren zodra ze klaar zijn. Het begrip deadline definiëren we opnieuw: iedere redacteur publiceert om de zoveel uur, dagen, weken of maanden een artikel of boek. Lees bijvoorbeeld Online of Flatline van Alex Beishuizen en Johannes van Bentum over de transformatie van het 40-jarige ict-vakblad Computable.  

Helaas, het probleem is daarmee voor uitgevers nog niet opgelost.

Content curation is niet langer voorbehouden aan uitgevers. Iedere twitteraar en Facebook gebruiker doet aan content curation. Je zoekt op de sociale netwerken uiteindelijk toch de vrienden uit die interessant nieuws en leuke foto's delen. En zelfs de onderlegden onder ons die hun nieuws via een RSS-reader tot zich nemen bedrijven content curation. Je zoekt zelf je bronnen uit en laat het nieuws binnenstromen, keurig gerangschikt naar aandachtsgebied.

Maar ... die content streams en timelines zien er niet uit! 

Dat is waar. Twitter, Facebook en RSS-readers zijn boeiende informatiebronnen maar ze lezen niet veel aangenamer dan het telefoonboek.

Gelukkig voor de uitgever van de informatie die wordt doorgegeven moet je heen en weer naar de bronnen om de artikelen te kunnen lezen. En dat levert weer de kliks op die broodnodig zijn  om de schaarse advertentie-euro's bij elkaar te kunnen sprokkelen waarmee de content kan worden geproduceerd.

Content curation mag een volkssport zijn geworden, het leesbaar presenteren van de resultaten was voorbehouden aan professionals. Tot voor kort. Want ook deze vendor lock in is intussen door de digitale werkelijkheid achterhaald.

Social magazines voor de iPad als Broadfeed (links) en Flipboard (rechts) maken gebruik van persoonlijke voorkeuren en die van het sociale vriendennetwerk om curated content in een aantrekkelijk format te presenteren. En dit alles vlekkeloos: aantrekkelijk vormgegeven pagina's worden zonder haperingen opgebouwd. Een excellente blader- en leeservaring.

Lezers waarderen social magazines ook om een andere reden die minder leuk is voor uitgevers: geen advertenties.

Waarom hebben uitgevers dit niet bedacht?! Maar nee, Flipboard is een startup en Broadfeed wordt uitgegeven door Organic, een organisatie die zich toelegt op het bouwen van applicaties voor opkomende platforms. Beide hebben nog geen verdienmodel maar haasten zich om te zeggen dat ze niet willen verdienen over de ruggen van de uitgevers maar samen met de hen. Vermoedelijk broeden ze op een vorm van curated  of contextual advertizing zoals ook Google dat doet waarbij een percentage van de opbrengst naar de uitgever van de gepresenteerde content gaat.

Dit is een ontwikkeling waar iedere uitgever bovenop moet zitten. Het lijkt erop dat de geest uit de fles is. Steeds meer content wordt buiten de context van het oorspronkelijke mediamerk gelezen. Het aantal doorkliks naar de bron blijft afnemen. Het onmogelijk maken van het opnemen van (verwijzingen naar) de eigen content in social magazines is geen oplossing. Consumenten zullen nog meer tijd op de sociale netwerken doorbrengen en de content doorgeven die ze daar tegenkomen. Dit gaat onherroepelijk ten koste van hun tijdsbesteding voor traditionele media.

Als je zelf geen dominant platform voor content curation kunt maken, pak die uitgestoken hand van Flipboard, Broadfeed of van welk platform het ook wordt dan maar aan. Als die komt.

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