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:
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
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.
Live Demo: http://viewer.opencalais.com
Cut and paste a business news story into the viewer, and hit submit.
View the semantic markup (hover over underlined items to see relevance, for instance).
Expand the extracted entities, facts and events on the left hand rail.
Click on one of the companies in the list on the left, to view the OpenCalais / Thomson Reuters asset on that company in the Linked Data cloud.
Click the ‘SameAs’ links at the bottom to find more data on the Linked Data cloud.
Get Access to Open Data in the Linked Data Cloud
Basic ways semantic metatagging can help
Automatically tag your content
Feed Yahoo Search Monkey & Google Rich Snippets
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
Use tags to track reader interest
Reach new levels of personalization
Generate incremental revenue
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