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Patrick Keane Keynote
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Patrick Keane Keynote

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  • I am not going to blow your minds with a bunch of Web 2.0 lingo . . . I know you all know the importance of community . . . The importance of yield management and arbitrage with respect to pricing and targeting your advertising inventory. With this presentation I hope to provide a blue print for applying some of these strategies and tactics with respect to content creation and content optimization.
  • Transcript

    • 1. A New Content Ecosystem
    • 2. Publishing now demands
      • Math & Science
      • Agile Programming
      • Custom Content Marketplaces
      • Community & Discussion
      • SEO
      • Monetization
    • 3. The content market opportunity Source: Online Publishers Association, Internet Activity Index, April 2008, Wall Street research Engagement (% of user time spent) Monetization (% of online ad market) 5% 43% 50% 43%
    • 4. Traditional web publishing today
    • 5. Web publishing 2010 and beyond . . . Story ROI? Search Terms? Writer Profitability?
    • 6.
      • A content marketplace
    • 7. $4.13 $3.23 $4.76 $3.40 $4.05 $2.87
    • 8. “ Quality” q  0 +  1  1 +  2  2 + … +  k  k + 
    • 9. Types of Content Mom in Iowa who writes about the economy.
    • 10. A new definition of scale 2,000 Reviewed pieces 58,681 Topics Publisher X Associated Content 20 200 150 1500 1000 10000
    • 11. Mine the library 90% of 1+million pieces of content viewed at least once a month 1 Million + Page Views
    • 12. Ecosystem of Content Creation 2010 Publisher Your Readers Community Evangelists
    • 13.
      • Wither the destination?
    • 14. Wither the destination Blue-ray players auto insurance buying strollers wood flooring skateboards best drugstore sunscreen cheap fares single parent adoption agency workouts shiny hair 1,104,390 Keywords and keyword combos
    • 15. The new content analytics PV’s per week CTR
    • 16. The New Content Ecosystem
        • Math & Science
        • Multiple Sources
        • Agile Programming
        • Community
        • SEO
        • Content Marketplaces
    • 17. Thank you. Patrick Keane [email_address]

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