SXSW Interactive 2016
Publishing Eats the World
For centuries the world outsourced narrative and knowledge distribution to publishers—scientists, storytellers, doctors, chefs all. Now that "publish is a button," content is abundant. But its abundance had been abused, like fossil fuels' and foods' abundance. Print is a button, but how can content be used effectively. Drawing on examples raging for the pervasive (Red Bull) to the unexpected (the personalized medicine start-up Cure Forward) we explore the world beyond content marketing, understanding where content transforms onboarding, creating all the motivations needed to discover, learn, and engage with any given product, as publishing becomes insourced.
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- What on earth do you means by publishing being outsourced and then insourced?
- I get content marketing but in what way do you make narrative part of onboarding?
- Is this a niche/luxury approach? If not, how do I access the skills are required to accomplish what you're describing?
- Richard Nash, CEO, Cursor
Richard Nash, CEO, Cursor