Today’s web users are blind to traditional marketing interruptions. Curating relevant, engaging and valuable content, such as videos, photos, social media posts and blog posts, can help to capture their attention online. To ensure you are curating the right content, sharing it via the right channels and reaching the right audiences.
5. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
★ 1996 - “Content is where
I expect much of the
real money will be made
on the Internet, just as
it was in broadcasting.”
The Beginning
6. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
★ 1997 - Danny Sullivan and Leland Harden coin
the phrase “search engine optimization”
★ From their book “Net Results”
★ It turned out that what governed organic search results back then
was how many times the keyword appeared on the web page. The
Cybernautics designers had done a tasteful job and the keyword
Jefferson Starship did not appear as often as it did on fan pages
about the band. Once Bob had his designers have the words
Jefferson Starship recur on the page in tiny black print against a
black background the page rank vaulted to number one. The band
was pleased.
★ Bob and Leland Harden called this new field Search Engine
Optimization and soon thereafter hired the first SEOM (Search
Engine Optimization Manager). And so SEO was born.
The Beginning
11. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Approach
★ DIY
★ Use Third-Party Content
★ Provide Content To Others
★ Hybrid Model
★ All of the above (Me)
17. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
The Ecosystem
Artists
TV Shows
Music
Festivals Sponsors
Music Blogs What’s Next?
23. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Audience
★ Identify your target audience
★ Everyone is not your audience
★ Your audience includes more than humans
24. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Audience
★ Understand what types of content resonate
with your audience
★ Do they respond to photos? controversy?
humor? video? politics? art? local?
25. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Audience
★ When does your audience click and what do
they share?
★ Timing matters - A LOT!
★ Identify clickable content
★ There’s no “formula” - you have to figure
this out on your own for each client/project
27. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Think of content broadly
★ Cliche - a picture (or a video) is worth more than words
★ Think of ways that you can layer content into something
new
29. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Be an industry go-To resource
★ Share, analyze, and visualize what’s happening across
your industry as well as with your competition
30. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Point your audience to valuable subject matter
★ What does your audience value?
★ Keep people coming back to your web site and social
media accounts by entertaining them, making themselves
better, or helping them do their jobs better
31. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Find content that people
don’t normally have access
to
★ Mix in occasional quirky
items that make people
smile, laugh, or think
32. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Find content that people
don’t normally have access to
★ Mix in occasional quirky
items that make people smile,
laugh, or think
33. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Create a Twitter list
★ Curated lists let people
identify a lot of sources of
good content in one place
★ Build a sharing circle on
Google+
★ Maybe it’s brands you admire, or
industry experts, or your
customers
34. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Consume, consume, consume - get away from your computer
★ Ideas and inspiration (and great content) come from
everywhere
35. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Follow relevant industry sources and
organizations - their email
newsletters are your friend
★ You can often find nuggets of
industry information on yahoo/google
finance, podcasts, slideshare and
linkedin
36. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Experiment with formats
★ Posts with visuals are shared 30% more often than posts
without. Except when they’re not. It’s all about your
target audience
37. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Content
★ Provide content to others that
they can curate
★ The system doesn't work if we’re
all takers
★ Use META DATA to insure you get
SEO credit for your work when
possible
39. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Credit your original source
★ Nothing else to say about this
40. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Personalize when you share content
★ Answer the question: What makes this photo, video, data,
infographic with sharing?
41. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Comment on what you’re
sharing
★ Commenting adds value; it
also makes you more
approachable
42. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Say thank you
★ Closing the loop
isn’t just good form,
it’s also key to a
robust community
43. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Showcase your community
★ Don’t just share what they
share; tout their
accomplishments and cool
deeds
★ http://geekbeat.tv/dropcam
44. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Be a member of your own
community
★ Don’t just spam; Engage
with your audience
45. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Be a member of your own
community
★ Don’t just spam; Engage
with your audience
46. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Be a member of your own
community
★ Don’t just spam; Engage
with your audience
47. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Community
★ Be a member of your own
community
★ Don’t just spam; Engage
with your audience
49. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Measurement
★ Set smart, challenging, achievable goals
★ Make digital curation pay off by aligning your efforts to
business goals
50. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Measurement
★ Monitor your metrics
★ Measure the ROE and the
ROI
★ Are you ready for me to
drop some mad tactical
strategy on you?
51. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Measurement
★ Do more of this…
52. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Measurement
★ Do less of this…
53. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Question
★ When was the last time you consumed curated content?
54. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Question
★ When was the last time you consumed curated content?
★ You just did…
★ Ideation, outline and background info for this
presentation came from Guillaume Decugis, Marketing
Profs, Demand Gen, Daria Steigman, & Dado Van Peteghem
55. @giovanni | 469.682.6978 | www.LiveLoudTexas.com | giovanni@gallucci.net
Thank You
giovanni gallucci
!
469.682.6978
twitter.com/giovanni
giovanni@gallucci.net
http://LiveLoudTexas.com