Distribution process key for Sta rtup KIT
In a world where media is available anytime, anywhere, it can be hard for consumers to sift through the hordes of articles to find the news they want to read. However, with mass media production also comes the convenience of more readily available news.
This convenience is one of the many goals of KIT, a Swedish start-up digital distribution company launched in April 2015. KIT does content generation and delivery across a multitude of social media platforms, including Facebook, Instagram and Twitter, and a multitude of regions.
“We want to inform, inspire and entertain. Therefore, we monitor domestic and international news, lifestyle issues and absurd fun around us,” says their website.
KIT is owned by Bonnier Group, a Swedish media company established in 1804. The company has been owned and operated by the Bonnier family for seven generations. Bonnier works across TV, newspapers, magazines, books, digital media and business and trade press. Bonnier operates in over 14 countries and has more than 8,000 employ- ees, according to the company.
KIT works closely with Story Engine, a company whose goal is to help companies reevaluate the way they communicate with their consumers. KIT uses Story Engine for creation and distribution, to create customized content. This is done with a data ontology called KITCORE that gives the staff suggestions on content and distribution.
“KITCORE holds, in total and currently, 17 different taxonomies that comprise 145 terms and allows for more than 43 billion combinations. And all these taxonomies describe different parts of the editorial process that you can’t gauge from ordinary data analysis, such as intent and objective, and different kinds of story models for video creation for example,” said Fredrik Stromberg, vice president of product and co-founder at KIT.
‘Right way, at the right time’
Story Engine sets KIT apart from their competitors because it gives them a tremendous amount of options for understanding what to post, when to post and where to post it. They use that advantage to have a further reach with their readers.
“So what happens here is that ‘publish’ gets replaced with ‘ready for distribution,’ because the distribution process is what’s crucial. We do not view our start pages as important in how the audience meets KIT; they find us in their newsfeeds on social media. So a [story] gets approved from a content standpoint, then it’s up to the distributors to get it out there in the right way, at the right time and to the right people,” says Stromberg.
Unlike many other publications, KIT focuses on more than just content. An immense amount of effort goes into how that content in distributed to ensure a specific story or video is reaching the correct audience at the correct time.
“That is an area in which Story Engine with KITCORE can give great recommendations since the more you know about a story, the better you can recommend time and channel—and even message type. So the distribute module can use historical performance data
for distribution to either give recommendations on time for a particular job—or jobs for a particular time,” says Stromberg.
According to Stromberg, this method of distribution is not something being very many publishers today. The distribution module is a calendar-based engine that uses recommendations for KITCORE data, and it helps KIT decide what, when and where something gets posted. This ensures that media content is reaching the right viewers.
“We do not do volume-based advertising; we sell insight on how to tell stories, this is why we license Story Engine to clients,” said Stromberg. “The social platforms are leveling the playing field in regards to who gets to tell a story,” he said. “The media business knows too little about how stories are constructed and told to be able to sell that as a scalable product—and that is what we’ve tried to rectify.”
Since KIT strays away from volumebased advertising, it is more focused on delivering relevant content to readers, as opposed to getting more clicks. Volumebased advertising focuses more on luring a lot of people into clicking on a certain story by pulling them in with “click-bait” headlines and catchy phrases. KIT instead targets the diversity of their readers’ interests.
“When talking about what content is most relevant for readers, you often end up with a logical fallacy since it would imply that ‘readers’ are a fixed group, and ‘relevant’ has a fixed meaning. If you instead turn that around and start figuring out how to reach the actual readers that find a specific story that find a specific piece of content relevant, you will need to have an entirely different understanding of how content is constructed,” Stromberg said. “So what’s most relevant to readers? The answer is that it depends, and we are a lot more interested in finding the readers for a specific story than finding the story for a specific set of readers,” he said.