THE IMPACT OF THE INTERNET OF THINGS

A guide to developing content

strategies for connected devices
In the office elevator, at the bus stop,
even on the refrigerator information
is everywhere. In the dawning era of the
internet of things, seemingly every device
will soon be able to provide us with news,
weather or sports updates.
This still-emerging technology threatens
to add more noise in what is already a
crowded media landscape. And yet,
connected devices also have the potential
to create experiences that improve their
users lives through content.
For example, having a refrigerator that
turns kitchens into cooking classes with
recipes, podcasts and videos can transform
any novice foodie into a well-seasoned chef.
Instead of aiming for page views, content
strategies in the internet of things can focus
on delivering the right information at the
right time to the right person.
For best practices on how to develop this
approach, we turned to leaders around the
internet of things ecosystem, including
product managers, academics and senior
editors in the AP newsroom.
What we discovered, and what this e-book
will feature, are five concepts to think about
when building your own content strategy.
We hope this guide serves as a reference for
those interested not just in content
powering connected devices, but also the
growing ecosystem they live in.
3 | THE IMPACT OF THE INTERNET OF THINGS

1. Metadata
Machine-readable metadata allow connected devices to identify
content to serve users. These packets of information detail when
and where stories are created, by whom and in what format.
Key takeaway: Ask your content provider about the level of accuracy
and specificity of its metadata. The more detailed it is, the more
flexibility you will have in serving relevant content to users.

More data and more information create opportunities for timely

delivery of relevant content, said Colin Maclay, research professor Internet of things devices that U.S. internet users are interested in purchasing,
August 2016
and executive director of the Annenberg Innovation Lab at USC. % of respondents

Connected/smart TV/streaming device 39%

If someone engages more over time with video stories, for example,
Connected car 37%
a recommendation engine would search for content tagged with
video. It wouldnt be able to do this accurately without metadata. Wearable health tracker 32%

Internet-enabled home control devices/systems 31%

Not all metadata is created equally, though only use content Internet-enabled voice command systems 31%

sources you trust. In the AP newsroom, we create accurate, detailed Internet-enabled appliances 30%
topic classificiations for each of our stories thanks to the VR headsets 30%
meticulous efforts of our editors. Smart watch 27%

Smart glasses 21%

If youre receiving metadata from an unknown third party, I dont
think you can really rely on it alone, said Igal Nassima, the founder
of design studio Superbright. You need to filter it or create your
Note: Ages 18+; among those who are aware of but don't own each device; very or somewhat interested in purchasing.
Source: Interactive Advertising Bureau (IAB), The Internet of Things, conducted by Maru/VCR&C,
Dec 15, 2016, via eMarketer.

own to make sure everything is appropriate for your audience.

4 | THE IMPACT OF THE INTERNET OF THINGS

2. Personalization
According to Mari Joller, the chief services officer of smart
earbuds company Skybuds, theres an increasing expectation
from users that the content they hear is smart personalized
and individualized.
In order to learn what users find relevant, look to their own
behavior you can do this both actively and passively.
Still, its good to combine explicit requests with passively generated
insights. Your device can learn on its own that someone interested
in science news is also likely to be interested in technology, or that
someone who spends more time engaging with receipes likes
food-related content.
Key takeaway: Keep in mind your target audience and its behavior.
Start small if content isnt relevant, users will quickly lose interest.

An active approach would simply involve having the device ask

users for their preferences, which can also alleviate the perception
of personalization being creepy, said Vijay Umapathy, a senior
product manager at Jibo.

For example, a user mentions that he or she has family in India. A

When, where and how
device can then ask whether the user wants to learn more about the do your users need
information?
country, so he or she can have things to talk about with relatives.

Now youre actually being walked through a conversation that will

COLIN MACLAY, RESEARCH PROFESSOR AND EXECUTIVE DIRECTOR,
introduce you to new content that you wouldnt have necessarily ANNENBERG INNOVATION LAB AT USC
explicitly chosen, Umapathy said.
5 | THE IMPACT OF THE INTERNET OF THINGS

3. Environment
Where audiences are informs the type of content they are Key takeaway: The context of where your audience is will help
interested in. Someone lounging at home, for example, may want a determine what content to serve it.
longer-form story to consume than someone in an office elevator.

People want information delivered to them in a way that works

based on their lifestyle and the things that theyre doing, said Brian
Carovillano, APs managing editor.

For public spaces, work to privatize each experience either through

letting users access longer-form content on the spot or by
Its not just what a user
advertising a website where they can continue the experience. does, but also whats
For the team at Skybuds, a primary goal is to turn any space into a happening around them.
private experience.
IGAL NASSIMA, FOUNDER, SUPERBRIGHT

I think you have to know where the user is and what theyre
doing, Joller said. Attention spans shrink for those who on
the move.
6 | THE IMPACT OF THE INTERNET OF THINGS

4. Formats
When senior editors guide the editorial direction of the AP Key takeaway: Test different formats to see which generate the most
newsroom, they not only think of the stories to tell, but also how to engagement from users.
share them.

Successful content strategies mix and match elements for different

Installed base of internet of things devices worldwide, 20162020
environments, Carovillano said, and utilize different formats as % of respondents
entry points to entice users to explore longer-form content.
12.86

In the internet of things, connected devices may only have a

moments notice to capture users attention. Visuals can quickly
convey elements of a story, while in more relaxed environments,
the use of audio humanizes people mentioned in a story. 7.04

5.24
Audio is quite emotional, Joller said. You can leverage different
3.96
sounds and make the user feel like theyre part of an event. Its their
experience.
2016 2017 2018 2020
Testing various formats can also reveal insights into user behavior, Source: Gartner as cited in press release, Feb. 7, 2017, via eMarketer.

as the amount of time videos, images and text are displayed on

screen is a measure of engagement. Actions such as tapping to hear
or read more can also be tracked.
7 | THE IMPACT OF THE INTERNET OF THINGS

5. Engagement
Engaging content brings audiences into the story. It informs and
entertains, and can even challenge audiences to think of topics in
new ways.
Key takeaway: Include a variety of perspectives in your content, if
not a wide array of topics. Go beyond the content itself to maximize
the potential for engagement with users.

But content itself is only one piece of the puzzle. Another is how it
is delivered if technology grows to be more emotionally and
socially intelligent, the result will be a much deeper level of
interaction with people.

Theres so much subtlety in the emotional and social cues we give

and receive to each other that we shut off when interacting with
technology, said Umapathy, the senior product manager from Jibo.

And thats why technology is so frustrating for a lot of people.

Apply a human touch.
Sending alerts to users precisely at the time they need certain DAVID SCOTT, DEPUTY MANAGING EDITOR,
THE ASSOCIATED PRESS
information even if they didnt know they needed it can help
improve that relationship.

Combining smart alerts with strong visuals and writing will not
only increase engagement, but also turn your users into evangelists.
8 | THE IMPACT OF THE INTERNET OF THINGS

Conclusion
The end goal for connected devices in the internet of things should
be to share information that users are interested in, USCs Maclay
said, but also what they need to know to be engaged citizens.

I think that in the echo chamber world that we increasingly live in

now, thats a real challenge, he said. No one seems to be lined up
with what your needs are to not be walking down the street and
focusing primarily on your device, but the world that you are in.

Creating content strategies that offer users the right context at the
right time requires gathering data in a transparent way that allows
your device to develop personalized experiences for audiences and
their lifestyles.

Doing so successfully will increase engagement and cause your

device to noticeably stand out in a crowded field.
The definitive source for media innovation
Working on a content strategy for the internet of things?
Get in touch with the authors:

Ken Romano Jake Kreinberg

Director, text and multimedia products Editor, AP Insights
kromano@ap.org jkreinberg@ap.org