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Executive Report - By Thomas Baekdal - February 2017

The Trend of Creating High-Value Snackable Content

When it comes to the fundamental trend patterns within the media industry, nothing defines it more than intent and moments. I have talked about this many times in the past, but in this article, we are going to focus on just one specific aspect of that: High-intent micro-moments ...or as we might call it, high-value snackable content.

This is an area of publishing where very little is getting done, partly because everyone is distracted by the low-intent snackable content and partly because it's really hard to get right. But at the same time, it's a form of publishing that has a tremendous amount of potential, because it's exactly what people are screaming for.

So, let's dive into the wonderful world of high-value snackable content.

Let's have a moment

Before we start, let me just remind you about what these moments are and how different they are from each other.

If we look at how people behave online, we can basically define it using this graph:

On one axis, we have low-intent versus high-intent, and on the other axis we have micro-moments versus macro-moments.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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