"Read it! Grab it! Share it!: Optimize Content for Curators"

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Massive search engine optimization efforts have, ironically, made search less important. That's driving online users to social networks of “human search engines.” In this session, you'll learn to help …

Massive search engine optimization efforts have, ironically, made search less important. That's driving online users to social networks of “human search engines.” In this session, you'll learn to help these content curators gather, refine and serve up your information to their communities of interested readers, subscribers, followers or friends.

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  • 1. Read it!Grab it!Share it!Optimize Content for CuratorsDigital ImpactRachelle Spero, Partner Brunswick GroupMay 5, 20112:00-3:00 p.m.
  • 2. Introduction• The fall of search• The rise of sharing• Content creators• Curators of content• Optimizing for search and sharing 6/6/2011 I 1
  • 3. The fall of search• Massive search engine optimization efforts have, ironically, made search less valuable Search Engine Optimization • Target keywords • Link building • Title attributes • Keyword density • Sitemap Search Engine Marketing • Strategy and management • Google AdWords • Facebook Ads • Yahoo Search Marketing Social Media • Microsoft adCenter Optimization • Instant tagging and bookmarking • Link building • Inbound link incentives • Shareablity 6/6/2011 I 2
  • 4. Search has become time consuming
  • 5. Rise of sharing social media referrals were less engaged than those from search or other content sites (source eMarketer.com April 15, 2011) 6/6/2011 I 4
  • 6. Where did you hear the news first?
  • 7. Sharing 6/6/2011 I 6
  • 8. Content Creators
  • 9. News Media 6/6/2011 I 8
  • 10. Companies
  • 11. Portals
  • 12. Curators of Content
  • 13. Content Curators• Curators are social networks of “human search engines”• Content curators gather, refine and serve up information GRAB IT READ IT SHARE IT 6/6/2011 I 12
  • 14. Experts and Trusted Sources FINANCIAL AUTHOR, NY TIMES JOURNALIST SOCIAL BUSINESS EXPERT SOCIAL MEDIA EXPERT REGIONAL EXPERT 6/6/2011 I 13
  • 15. Consumers of Media• Communities of interested readers, subscribers, followers or friends. 6/6/2011 I 14
  • 16. Curator toolsAggregatingSharing PlatformsStorytellingAudio/Video/KeywordsSocial Measurement
  • 17. Optimizing Content
  • 18. Content• Optimize content for search and sharing by using links, keywords, meta tags and social media sharing tools 6/6/2011 I 17
  • 19. Digital Footprint• Link to all your online profiles from one central profile 6/6/2011 I 18
  • 20. Presentation Decks• Post on presentation sharing sites such as SlideShare, Scribd and Docstoc 6/6/2011 I 19
  • 21. Events• Link to events 6/6/2011 I 20
  • 22. Networks• Share content across your associations, groups and professional networks 6/6/2011 I 21
  • 23. Be part of the conversation 6/6/2011 I 22