Business Story Content

Content Business. The story unfolds and is difficult to close in 3 hours of Student Talk No. 8.

Two guests, including MegaMedia Sales Director, Ms. Ngo Thi Cam Tu and Le Bros Chairman Le Quoc Vinh, along with audiences from many major newspapers in Hanoi, had quite open discussions around this new topic.

This is indeed“not a subject for students”. This is the story of media investors, or at least the topic of discussion of business department staff. That explains why there are so many audiences from press agencies and media companies.

The story of content business was presented by Mr. Nguyen Cuong, the host of the program, when sketching a panoramic picture of the context of content business, in which very important elements of content business have been changed. Ms. Ngo Thi Cam Tu, a successful businesswoman in selling content to about 30 radio stations in Vietnam, including VOH, said that if you want to do content business, you have to turn content into a product that can be sold. A product is only truly complete when someone wants to buy it.

According to Ms. Tu, content business is essentially effective media business. There are many ways to do content business:“You can sell content to investors, sponsors; produce content for stations; or most traditionally, find ways to increase your output...”.

To illustrate her opinion, Ms. Cam Tu said: previously, MegaMedia signed contracts"tailored"for each company, each product, for example for BP lubricant products, her company makes one content and only sells to this brand; but when these customers stop operating, the company's content products can no longer be used to sell to other units.

Ms. Cam Tu and her colleagues realized: “Need to create content products that have longevity in themselves”. From there, they aim to build content that can be sold to many places, and especially build awareness.Community ownership”.

“Content producers can only truly achieve “community ownership” when they create content and a program framework that is geared toward the practical benefits of the community. In the eyes of the audience, the content is like a stable person, thus easily gaining the public’s complete trust. At that time, the audience will support the program unconditionally, regardless of who the sponsor of that program is. Even those who love the program are willing to commit to buying products to support if the sponsor “helps” maintain their favorite program.”

Regarding the information that Tuoi Tre newspaper is preparing to cooperate with VNPT in selling news to customers of this network, the guests all affirmed that it is normal for units to cooperate with each other in distributing news. However, how to sell and collect money still needs to be observed.

The story of building a community to monetize content on it was pushed up when discussions suggested that the current media should move towards providing specialized content for small groups of customers with common characteristics. Both guests agreed with the host when he said: Besides the trend of massification, the current media also has other trends, which are the trend of content specialization, audience specialization, localization and personalization of access...

Ms. Cam Tu said that MegaMedia currently has many programs that only serve one target group, for example, truck drivers. The company currently has 4 programs that serve this target group on VOH, Vinh Long and Da Nang FM channels, including:Safe homeandSafe journey,Friends from afar,Steady steering for full joy.

Meanwhile, Mr. Le Quoc Vinh also shared that Le Bros is currently strongly applying its products on the online environment to serve the public group with high-end consumption needs.

To be successful in content business, Mr. Le Quoc Vinh revealed: Business content must be closely related to the core content of the newspaper, and must always be determined.providing information is most important, and that information must be beneficial to the reader; Content Business Peoplemust own media; Jobbuild and narrow customer basewill help us have the opportunity to upgrade Content and take better care of customers; And finally, remember, if a media agency only focuses on attracting views with easy content, it is racing after virtual values,need to focus on building the content of your communication channel to be unique and original.

The atmosphere of the exchange became more lively when journalists and reporters from many agencies spoke up to join the exchange. Mr. Cat Thanh Long, reporter of Thanh Nien newspaper, asked questions on behalf of many students:“What do young people need to do to build their own media channels?”.

Guest Le Quoc Vinh Vinh said: New media workers should maintain the values ​​"Unique – Consistent – ​​Persistent – ​​Connected(with other business systems)”.

Having struggled when she first graduated, Ms. Cam Tu sympathizes:“You have to have your own interests, and you have to pursue your interests and passions. Creativity is not something that falls from the sky and the world explodes, creativity is simply a different perspective, a different approach and exploitation. Content is everywhere, it's just a matter of how we organize it so that people want to buy it...”.

Content Business Trends

Also an audience member attending the program, Mr. Nhat Minh, a reporter for the Business section of VnExpress newspaper, shared his opinion:“The trend of buying banners on newspaper pages is outdated. Mobile traffic has increased dramatically in recent years, reaching the same level as desktop. Journalists should think about those signs...”

Agreeing with this view, Mr. Le Quoc Vinh believes that the future of the content business must take Mobie as a pillar, pulling other channels along. Mr. Vinh predicts that a new technological revolution will come in 2015: when Google commercializes popular technology products such as Google Glass and watches... Accordingly, content business people should start thinking about how to attach their content to exploit on those devices?

Ms. Cam Tu also gave the principles for current content production:“one content, many channels”. In the past, if you wrote an article, that was creating content, but when that content was sent to the editorial office and received royalties from the editorial office, it also ended the process of selling content. That means it was only used once for a certain material value. However, now, we can prolong the life of an article, of a piece of content by transforming the way that content is presented. A piece of content can be presented in many ways, on many channels with many forms of expression.