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Facing content-inflation-slide-show

by Working at return-on-clicks.com on Sep 30, 2011

  • 2,237 views

Online, everybody and their dog is a publisher. Some 700 million retailers, brand owners, corporate bloggers, media, and private users who want to reach online users as friends or as customers publish ...

Online, everybody and their dog is a publisher. Some 700 million retailers, brand owners, corporate bloggers, media, and private users who want to reach online users as friends or as customers publish digital content. The resulting content explosion creates an intense competition for online visibility.

In their quest to be visible on line, publishers have no choice but to produce more and more spam-like content optimized to meet the ranking criteria of leading traffic gateways: the few traffic drivers that dominate their category such as Google, Bing, the AppStore, Facebook, Twitter, YouTube, and Amazon. This creates a rampant content inflation, a massive input of low-value-added content that worsens the content explosion. Optimized content can easily displace, and could even ultimately outgrow original content.

I show concrete examples of how pervasive ranking-optimized content is and how difficult it is to draw the line between optimization and straightforward spam. On the contrary, optimization blends in. We must learn to live with it – which for businesses means having a real content strategy.

Agenda

Why publishers are force to (sort of) spam
How they go about it
- Publish or perish
- Content farming
- Too frequent updates
- Social Hyperactivity
- Spinning Unique Content
- Automated Content
The resulting content inflation
Learning to live with it

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14 of 4 previous next Post a comment

  • ttorris Therese Torris at return-on-clicks.com @barrydeutsch You're absolutely right having an audience is key. sorry for missing your comment earlier. 1 year ago
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  • ttorris Therese Torris at return-on-clicks.com @AnnaB.amsterdam You're welcome (just saw your comment!) 1 year ago
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  • AnnaB.amsterdam Anna Borsboom, Web & content strategy for fashion & design at LeLab | stylink.nl Just what I needed, thank you! 1 year ago
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  • barrydeutsch IMPACT Hiring Solutions at IMPACT Hiring Solutions The problem is that so many 'content publishers' are just throwing content into mainstream feeds that get lost in the noise.

    I've found that having a target audience - whether that be the subscribers on your facebook page, your niche google+ circle, or your focused email list - this is as important as the content you share with your network/subscribers/fans.

    I've also discovered that there is a very fine line between overwhelming your network/subscribers/fans and providing enough content to keep them coming back for more. Every niche is different.

    My content curation and marketing strategy is constantly evolving based on watching others, testing, seeking feedback, and fighting the urge not to make it a sales message.

    Barry Deutsch
    Partner
    IMPACT Hiring Solutions
    http://www.impacthiringsolutions.com
    1 year ago
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