Josh Rucci is the General Manager and Global Head of Bloomberg Content Service (BCS), the company's Media Licensing and Distribution division. Josh is responsible for all third party media distribution for Bloomberg, including news, photography, video, data and television content. His organization includes Sales, Business Development, Market Insights, Product, Operations, and Financial Operations, with Josh having full P&L responsibility for the business.
Ahead of his presentation at the Content Strategy Innovation Summit in LA this September 15-16, we sat down with Josh to discuss his career, the changing landscape of content strategy and the view for the future.
How did you get started in content strategy?
I had been in Business Development and Sales roles at three great content companies in ESPN, Getty Images, and Bloomberg since 2004. In each role, a leading focus has been packaging and positioning content solutions to specific audiences on multiple platforms. Most recently, in my role as GM & Global Head of Bloomberg Media Distribution, our long-term growth plan is heavily weighted on content strategy, in expanding genres, languages, and packaged solutions to 1,500+ media outlets in 90 countries.
How have new technologies impacted your organization’s content strategy?
Delivery platforms - supported by cloud technology - have enabled global scale for content partners and clients. Video creation software has also dramatically decreased cost and time-to-market for creators and storytellers. Both have encouraged us to expand our content output and representation, in order to strengthen existing genres (e.g., Technology) and expand toward areas like Entertainment and Lifestyle.
What metrics should organizations be looking at when judging how successful their content is?
Engagement. Content supply is nearly ubiquitous, but time remains in constant scarcity for the consumer. Those who can attract engagement, particularly on a per-category and per-asset basis, are onto something powerful.
How do you see content strategy changing this year?
Content underpins most of our business growth, and is in constant evolution. That said, we will be executing on a number of strategic initiatives to broaden our content catalog across new categories and languages for global partners this year.
What will you be discussing in your presentation?
All of the above!
You can hear more from Josh, as well as other industry leading content executives, at the Content Strategy Innovation Summit this September 15-16 in LA. To see the full lineup, click here.