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Augmenting Content

Augmenting Content



Presentation at Digital Economy Forum in Venice 2012 http://www.digitaleconomyforum.it/def-content-2012/

Presentation at Digital Economy Forum in Venice 2012 http://www.digitaleconomyforum.it/def-content-2012/



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  • Delivers value
  • Attracts and keeps attention
  • Asks for more
  • participates
  • Let's concentrate just on your destination
  • Many such services are popping up

Augmenting Content Augmenting Content Presentation Transcript

  • Augmenting content 10. May 2012 Andraz Tori andraz@zemanta.com @andraz
  • Engaging content?• Delivers value• Attracts attention and keeps it• Gets readers ask for more• For your specific, targeted audience
  • Multiple kinds of “content”• Core destination that you own • That continiously delivers value • Where you can fully control the experience• Social media channels • To generate interest, attention, activity• Real life events • That need to support your on-line efforts, and vice versa
  • Social media• Social media is fickle• People follow, like, retweet you, pin you • And then they forget you • Or the landlord starts changing the rules• You need to keep building your own destination • Focal point for your audiences • Place for community
  • Your destination• You need to publish fresh content regularly• It needs to cater to your target audience• It shouldn not be an island
  • Publishing regularly?• Create content internally? • You first need to create a voice, “seed” your identity• Procure it externally?• Help others and others will help you • Guest blogging• Have an editorial calendar !
  • Where to get ideas?• Creating your own, unique identity • This requirement leads to creative blocks • Your content is not perfect expression of your brand• Never be afraid to simply join the conversation• Research, get inspired, curate in a smart way:
  • Connect and relate• Dont be selfish• Dont be an island• Connect, link out to: • your sources • other people and brands that inspire you • simply good content for your readers
  • Case study•Used Zemanta WordPress Plugin for imagerecommendations and connecting to other blogs intheir niche.• Would periodically link to LifeHacker articles.http://bloggingyourpassion.com/how-using-the-zemanta-wordpress-plugin-can-increase-your-blog-traffic/
  • •Strategy paid off as one of the Lifehacker bloggerstook notice and linked back to one of BloggingYour Passion posts• This resulted in nearly 5,000 visits.• 6 other bloggers wrote about the same topic andlinked back to the original post.
  • And be vivid• Images & videos • If nothing else add images of cute dogs and cats!• Polls, Surveys, Votes • Allow for interaction• Comments • Make sure you have a feedback channel
  • Images are expansive?• Stock photography for blogs is affordable• CreativeCommons on Flickr (100M images)• Why not create your own imagery?
  • Case studySkyword study found an average increase of 94% for articles thatincluded an image or infographic .http://skyword.com/blog/96-skyword-study-add-images-to-improve-content-performance.html
  • Oh, so what is this Zemanta thing?• Personal writing assistant • Because computers should be smart• Helps with recommendations while writing : • Images • In-text links (Wikipedia, authoritative sites) • Related articles (Blogs, big & small media) • Tags (so people can find your content)
  • The most important take away:• Dont be a content island!• Its lonely• No space to grow
  • Build bridges• Connect you and your audience• Provide a place to meet• Dont be all about me, me & me• Build links and relationships!
  • Thank you! Andraz Toriandraz@zemanta.com @andraz
  • Photo credits• http://www.contentmarketinginstitute.com/wp-content/uploads/2010/09/B2B_Trends_2010.pdf• http://www.flickr.com/photos/aye_shamus/2929888687/• http://www.flickr.com/photos/stylianosm/3989939286/• http://www.flickr.com/photos/betta_design/2200198472/• http://www.flickr.com/photos/ferranp/317125624/• http://www.flickr.com/photos/kanaka/5949395563/lightbox/• http://www.flickr.com/photos/squeaks2569/3700355684/• http://www.youtube.com/watch?v=Rjx1MVLWDfM (idea for first slide)