Web 3 0 Krista Thomas
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Web 3 0 Krista Thomas






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    Web 3 0 Krista Thomas Web 3 0 Krista Thomas Presentation Transcript

    • Marketing Content: Bringing Structure to Articles, Blog Posts and More Krista Thomas VP Marketing & Communications, OpenCalais
    • The Marketing-Communications Dilemma
      • The echo chamber of news and disparate conversations can bury your message
      • Advertising, Direct Marketing & PR are no longer the only ways to get ideas out there
      • Social media conversations require fuel and constant feeding
      • Hence we must market our own “content” today – blog posts, whitepapers, PPTs, videos, etc.
      • Every company can and must be its own media company  “report” your own story.
    • Marketing Content: bringing structure to unstructured text can help you to:
      • Streamline SEO
      • Improve Reader Engagement
      • Create new / unique content experiences / UI
      • Get reader analytics
      • Improve Ad placement / distribution
      • Connect to the Linked Data Cloud to get open data assets / increased distribution
    • Seconds Years Seconds Years Time-to-Market Shelf Life Status Updates Blog Posts Novels Scientific Publications News, Press Releases, Corporate Info. Problem: Structuring Content is Costly & Time Consuming
        • Your metadata is increasingly important
        • The value of your aggregated metadata will be extremely high
    • Extraction Engines That Can Help
      • Yahoo
      • BeliefNetworks
      • OpenAmplify
      • Alchemy
      • Evri
      • Zemanta
      • OpenCalais
    • Metadata Generation: How it Works
      • You feed your content into an extraction engine
      • It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you
      • Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.)
      • You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc.
    • Get Access to Open Data in the Linked Data Cloud
    • Basic ways semantic metatagging can help
      • SEO:
          • Automatically tag your content
          • Feed Yahoo Search Monkey & Google Rich Snippets
      • Reader Engagement:
          • Improved search and navigation
          • Recommended reading widgets and Topic hubs
      • New content experiences:
          • Use tags to triage content for localization, etc.
          • Use tags to present content in entirely new ways
    • More advanced ways metadata can help
      • Reader Analytics:
        • Use tags to track reader interest
        • Reach new levels of personalization
        • Generate incremental revenue
      • Ad Placement:
        • Use tags in combination with ad serving / network
        • More relevant for readers; better performance for advertisers
      • Leveraging Linked Data:
        • Enhance content w/ open data assets
        • Use as a transport layer to share / distribute content
    • Thank you
    • Addendum – slides showing markup
      • In case no web connection is available