7 - Making Information Pay 2011 -- SANDUSKY, BRENT (Kaplan)

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"Building a Smarter Wrapper: Utilizing the Data Locked Inside Digital Content to Increase 'E-' and 'P-' Book Discoverability"

E-Books bring the promise of easier, cheaper and faster distribution in a digital supply network free of physical limitations. But they also create new challenges related to discoverability in an already crowded marketplace. Fortunately, digital products contain internal exploitable data which can vastly improve the discoverability and sales across all formats. Knowing where these pockets of data lie, along with how to manipulate and fit them into a production workflow, is key to developing better sales. This presentation shows you why…and, more importantly, demonstrates several easy, no-fail methods you can implement today.

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7 - Making Information Pay 2011 -- SANDUSKY, BRENT (Kaplan)

  1. 1. Building A Better WrapperUtilizing the Data Locked Inside Digital Contentto Increase “E-” and “P-” Book Discoverability Brett Sandusky Director of Product Innovation Kaplan Publishing
  2. 2. Metadata + Search + Digital Supply Network 0110001 0110001 0011010 0011010 0101101 0101101 1100110 1100110 0001011 0001011 1001001 1001001 1110010 1110010 0100000 0100000 0110001 0110001 0011010 0011010 0101101 0101101 1100110 1100110 0001011 0001011 1001001 1001001 1110010 1110010 0100000 0100000 0110001 0110001 0011010 0011010 0110001 0110001 0011010 0011010 0101101 0101101 1100110 1100110 0001011 0001011 1001001 1001001 1110010 1110010 0100000 0100000 0110001 0110001 0011010 0011010 0101101 0101101 1100110 1100110 0001011 0001011 1001001 1001001 1110010 1110010 0100000 0100000 0110001 0110001 0011010 0011010
  3. 3. Internal Database: The eBook is MetadataWhere do I start? (The must haves) Title and Subtitle Product description Author name and bio BISACs The Numbers (ISBN, Price, Dates, etc.) Front matter Back matter Cover copyWhat do I think about next? (The nice to haves) Search optimized interior content XML taxonomy and tagging Internal asset tagging
  4. 4. External Databases: Search Engine Optimization (SEO) and the Open WebWeb properties you own/control Product pages URLs Categorization (Based on proprietary or public taxonomy, e.g. BISAC) Associated assets Associated products Inbound/outbound linksWeb properties you do not own/control Customer tags User generated contentPaid search Keywords Negative keywords
  5. 5. Tools for Keyword Discovery and MonitoringGoogle Search-based Keyword Tool
  6. 6. Tools for Keyword Discovery and MonitoringGoogle Analytics
  7. 7. Tools for Keyword Discovery and MonitoringSocial media monitoring
  8. 8. Tools for Keyword Discovery and Monitoring  Marketing campaigns  Focus groups  Market research  Benchmarking  Customer service  “Repeat back to me…” exercise
  9. 9. Questions?Brett SanduskyDirector of Product InnovationKaplan Publishing Brett.Sandusky@kaplan.com LinkedIn: Brett Sandusky Twitter: @bsandusky
  10. 10. Thank you!

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