"read it! grab it! share it!: optimize content for curators"

Read it! Grab it! Share it! Optimize Content for Curators

Digital Impact

Rachelle Spero, Partner Brunswick Group

May 5, 2011

2:00-3:00 p.m.

Introduction

• The fall of search

• The rise of sharing

• Content creators

• Curators of content

• Optimizing for search and sharing

6/6/2011 I 1

The fall of search

• Massive search engine optimization efforts have, ironically, made search less valuable

6/6/2011 I 2

Search Engine Optimization • Target keywords • Link building • Title attributes • Keyword density • Sitemap Search Engine Marketing

• Strategy and management • Google AdWords • Facebook Ads • Yahoo Search Marketing • Microsoft adCenter

Social Media Optimization • Instant tagging and bookmarking • Link building • Inbound link incentives • Shareablity

Search has become time consuming

Rise of sharing

social media referrals were less engaged than those from search or other content sites

6/6/2011 I 4

(source eMarketer.com April 15, 2011)

Where did you hear the news first?

Sharing

6/6/2011 I 6

Content Creators

News Media

6/6/2011 I 8

Companies

Portals

Curators of Content

Content Curators

• Curators are social networks of “human search engines”

• Content curators gather, refine and serve up information

READ IT

GRAB IT

SHARE IT

6/6/2011 I 12

Experts and Trusted Sources

6/6/2011 I 13

FINANCIAL AUTHOR, NY TIMES JOURNALIST

SOCIAL BUSINESS EXPERT

SOCIAL MEDIA EXPERT

REGIONAL EXPERT

Consumers of Media

• Communities of interested readers, subscribers, followers or friends.

6/6/2011 I 14

Curator tools

Social Measurement

Aggregating

Storytelling

Audio/Video/Keywords

Sharing Platforms

Optimizing Content

Content

• Optimize content for search and sharing by using links, keywords, meta tags and social media sharing tools

6/6/2011 I 17

Digital Footprint

• Link to all your online profiles from one central profile

6/6/2011 I 18

Presentation Decks

• Post on presentation sharing sites such as SlideShare, Scribd and Docstoc

6/6/2011 I 19

Events

• Link to events

6/6/2011 I 20

Networks

• Share content across your associations, groups and professional networks

6/6/2011 I 21

Be part of the conversation

6/6/2011 I 22