"read it! grab it! share it!: optimize content for curators"
DESCRIPTION
Massive search engine optimization efforts have, ironically, made search less important. That's driving online users to social networks of “human search engines.” In this session, you'll learn to help these content curators gather, refine and serve up your information to their communities of interested readers, subscribers, followers or friends.TRANSCRIPT
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