Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value


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John Kowal, Global Marketing Manager, Schneider Electric ELAU Packaging Solutions.

Blogs and other social media work great for aficionados with time on their hands, but not so for busy automation professionals. Likewise, the harder that online ad formats in e-newsletters and websites to attract click-throughs, the less they draw from hype-weary prospects.

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  • Weekly articles generate lots of diverse content Working with established publisher leverages their SEO Massive breadth and depth of content scores with search engines After all, can I afford to own Google keywords? You will see the article every time you go to the home page. You will not see the home page ad – it’s in rotation Digital magazine is low in frequency but high in push and in content – 3 months’ worth of online articles Together, they cover the bases for us
  • What happened in 1995? The World Series went on as usual. The Hubble took amazing pictures of the far end of our galaxy. Movies like Dead Man Walking were box office hits. The running of the bulls went on as usual in Pamplona. Global warming went on as usual. Princess Di set the style for women’s hair. Space shuttle mission STS 74 went on as usual. Of course, there was Windows 95. But on the far left, this little architecture called the Web was changing everything. In my lilttle world, we had a mail list, this moderated discussion on simple email programs like Eudora, with internet connections via things like Internet in a Box. ISPs were avante garde. We were discussing issues about controls and automation marketing and making friends around the world.
  • Wikipedia says (so it must be true): Content is king The phrase can be interpreted to mean that - without original and desireable content, or consideration for the rights and commercial interests of content creators - any media venture is likely to fail through lack of appealing content, regardless of other design factors. Content can mean any creative work, such as text, graphics, images or video. "Content is King" is a current meme when organizing or building a website [3] (although Andrew Odlyzko in "Content is Not King" argues otherwise). Text content is particularly important for search engine placement. Without original text content, most search engines will be unable to match search terms to the content of a site. [4]
  • Established publisher gets noticed by Google Note various domains, all the same publisher, highlighting the digital magazine on its sites:,, It also appears from the percent of new hits that is a launchpad for return visits. ‘ Direct’ can be coming from our own promotions, word of mouth, our own people typing in the URL, some return traffic.
  • Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value

    1. 1. Beyond Web 2.0 Online publishing delivers measurable value
    2. 2. Online media strategy <ul><li>Self-publishing with a strong partner </li></ul><ul><ul><li>Publishing technology </li></ul></ul><ul><ul><li>Push circulation </li></ul></ul><ul><ul><li>Pull draw </li></ul></ul><ul><ul><li>Google-visible </li></ul></ul>
    3. 3. Click rates favor frequency and content 2 digital mags in 2006 3 digital mags in 2007, 2008
    4. 4. What about social media in automation? Source: ISA
    5. 5. LinkedIn <ul><li>I host the Packaging Machinery Group on LinkedIn </li></ul><ul><ul><li>It’s okay, but… </li></ul></ul><ul><ul><li>… you get what you pay for </li></ul></ul><ul><ul><li>High noise level </li></ul></ul><ul><ul><li>Not moderated </li></ul></ul><ul><ul><li>Not so many meaningful posts </li></ul></ul><ul><ul><li>How hard do you work this? </li></ul></ul><ul><ul><li>How valuable is the content? </li></ul></ul><ul><ul><li>Generating unsolicited recruiter spam in my email? </li></ul></ul><ul><ul><li>Time will tell </li></ul></ul>
    6. 6. Social media circa 1995 <ul><li>PLACES TO DISCUSS INTERNET MARKETING ISSUES: </li></ul><ul><li>Abracadabra! ( Charles Puls & Company mailist) </li></ul><ul><li>To join in marketing discussion send email to mailist@abracadabracom with the word SUBSCRIBE in the body. </li></ul>28.8 k modem, circa 1995
    7. 7. What happened in 1995? <ul><li> list </li></ul><ul><ul><li>1,200 subscribers </li></ul></ul><ul><ul><li>Connected with great minds like Walt Boyes </li></ul></ul><ul><ul><li>Generated one customer </li></ul></ul><ul><ul><li>20 man-hours per week to moderate </li></ul></ul><ul><ul><li>Keys: relevant content, traffic from the </li></ul></ul><ul><ul><li>Transferred ownership in 1997, became Industrial Marketing Practitioner list </li></ul></ul>
    8. 8. Content is king: famous last words <ul><li>Content got lip service throughout the 90’s </li></ul><ul><ul><li>Hollow tech attracted all the capital </li></ul></ul><ul><ul><li>Publishers have the content </li></ul></ul><ul><ul><li>Serious people want/need good content </li></ul></ul><ul><ul><li>Content can trump larger marketing budgets </li></ul></ul><ul><li>Does today’s social media have meaningful, readily accessible b2b content? </li></ul>
    9. 9. The case study dilemma <ul><li>In our industry, the good stuff seldom sees the light of day </li></ul><ul><li>End users consider these advantages proprietary </li></ul><ul><li>Therefore, case studies don’t work </li></ul><ul><li>We decided to self-publish new technology & machinery, trends & issues </li></ul><ul><li>It’s working, you saw the numbers </li></ul>
    10. 10. How informative was content? Digital magazine survey
    11. 11. Your impression after reading? Digital magazine survey
    12. 12. Traffic sources favor Google, publisher
    13. 13. SEO boost: established publisher
    14. 14. SEO boost: breadth & depth of articles
    15. 15. SEO boost: lots of keywords
    16. 16. The role of video <ul><li>Embedded in articles </li></ul><ul><li>Boosts click rates -- everyone wants to see the machinery working </li></ul><ul><li>Emphasize video to encourage clicks </li></ul><ul><li>Trade show ‘man on the street’ interviews – newsy, easy, low production cost </li></ul><ul><li>Post on website, YouTube </li></ul><ul><li>Use in PowerPoints </li></ul><ul><li>Send link with online news releases </li></ul>
    17. 17. So, don’t just sit there and Tweet. Go forth and publish!