Augmenting Content


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Presentation at Digital Economy Forum in Venice 2012

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  • Delivers value
  • Attracts and keeps attention
  • Asks for more
  • participates
  • Let's concentrate just on your destination
  • Many such services are popping up
  • Augmenting Content

    1. 1. Augmenting content 10. May 2012 Andraz Tori @andraz
    2. 2. Engaging content?• Delivers value• Attracts attention and keeps it• Gets readers ask for more• For your specific, targeted audience
    3. 3. Multiple kinds of “content”• Core destination that you own • That continiously delivers value • Where you can fully control the experience• Social media channels • To generate interest, attention, activity• Real life events • That need to support your on-line efforts, and vice versa
    4. 4. Social media• Social media is fickle• People follow, like, retweet you, pin you • And then they forget you • Or the landlord starts changing the rules• You need to keep building your own destination • Focal point for your audiences • Place for community
    5. 5. Your destination• You need to publish fresh content regularly• It needs to cater to your target audience• It shouldn not be an island
    6. 6. Publishing regularly?• Create content internally? • You first need to create a voice, “seed” your identity• Procure it externally?• Help others and others will help you • Guest blogging• Have an editorial calendar !
    7. 7. Where to get ideas?• Creating your own, unique identity • This requirement leads to creative blocks • Your content is not perfect expression of your brand• Never be afraid to simply join the conversation• Research, get inspired, curate in a smart way:
    8. 8. Connect and relate• Dont be selfish• Dont be an island• Connect, link out to: • your sources • other people and brands that inspire you • simply good content for your readers
    9. 9. Case study•Used Zemanta WordPress Plugin for imagerecommendations and connecting to other blogs intheir niche.• Would periodically link to LifeHacker articles.
    10. 10. •Strategy paid off as one of the Lifehacker bloggerstook notice and linked back to one of BloggingYour Passion posts• This resulted in nearly 5,000 visits.• 6 other bloggers wrote about the same topic andlinked back to the original post.
    11. 11. And be vivid• Images & videos • If nothing else add images of cute dogs and cats!• Polls, Surveys, Votes • Allow for interaction• Comments • Make sure you have a feedback channel
    12. 12. Images are expansive?• Stock photography for blogs is affordable• CreativeCommons on Flickr (100M images)• Why not create your own imagery?
    13. 13. Case studySkyword study found an average increase of 94% for articles thatincluded an image or infographic .
    14. 14. Oh, so what is this Zemanta thing?• Personal writing assistant • Because computers should be smart• Helps with recommendations while writing : • Images • In-text links (Wikipedia, authoritative sites) • Related articles (Blogs, big & small media) • Tags (so people can find your content)
    15. 15. The most important take away:• Dont be a content island!• Its lonely• No space to grow
    16. 16. Build bridges• Connect you and your audience• Provide a place to meet• Dont be all about me, me & me• Build links and relationships!
    17. 17. Thank you! Andraz @andraz
    18. 18. Photo credits•••••••• (idea for first slide)