ASU Cronkite School of Journalism Future of Online Content


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ASU Cronkite School of Journalism Future of Online Content

  1. 1. The Future of Content in an Online World<br />Presented by <br />Arnie Kuenn (@ArnieK)<br />
  2. 2. My Background<br />Internet marketing for about 12 years<br />Formed Vertical Measures about 5 years ago<br />We are an Internet marketing company based here in Phoenix<br />We have 80+ clients from all around the world where we conduct SEO, link building, content & social media marketing<br />Twitter: @ArnieK #Cronkite<br />
  3. 3. Before We Begin<br />My Approach<br />Journalists need to think “digital”<br />Journalists & writers ARE needed<br />What businesses should do<br />Going to move pretty quickly<br />Feel free to stop me and ask questions<br />Twitter: @ArnieK #Cronkite<br />
  4. 4. SEO and Journalism<br />People consume content differently than they used to through a newspaper.<br />Good journalism is not mutually exclusive with SEO. <br />SEO is a tool to make sure the best stories get noticed…SEO increases visibility where users are looking. <br />It has been proven over and over again that the best journalism tends to get the best page views. <br />Twitter: @ArnieK #Cronkite<br />
  5. 5. Why Be Concerned About Search?<br /><ul><li>The #1 position will get clicked 43% of the time!</li></ul>Source: Did-it, Enquiro, and Eyetools.<br />Twitter: @ArnieK #Cronkite<br />
  6. 6. How Does Search Work?<br />Bot or Spider<br />Twitter: @ArnieK #Cronkite<br />
  7. 7. What We Tell Businesses<br />When someone searches online, there are only two possible outcomes:<br />They will find your content.<br />They will find your competitors.<br />Content IS the new marketing.<br />Storytelling has gained the advantage online.<br />If you have a website you ARE a publisher.<br />Twitter: @ArnieK #Cronkite<br />
  8. 8. Content is, in fact, the next big thing <br />Here’s a look at Google search returns for “social media” over the past few years: <br />2005: 9,150,000<br />2006: 41,600,000<br />2007: 165,000,000<br />2008: 359,000,000<br />2009: 1,230,000,000<br />  And here’s a look at Google search returns for “content strategy":<br />2006: 5,930,000<br />2007: 8,340,000<br />2008: 137,000,000<br />2009: 337,000,000<br />Kristina Halvorson on February 25th, 2010<br />The Numbers Don’t Lie<br />Twitter: @ArnieK #Cronkite<br />
  9. 9. The New Marketing<br />You are at the forefront of a digital content revolution.<br />Businesses are just now beginning to understand that, along with the products & services, one of their core products IS information.<br />They need to:<br />Provide content that gives solutions to some of the toughest problems their customers are facing.<br />Position themselves as the trusted solutions providers for their industry and help people spread the word!<br />Have customers rely on them for their expertise as they become the trusted solution in their industry.<br />So they begin as a source of information…. and continue on as the source of products & services.<br />Twitter: @ArnieK #Cronkite<br />
  10. 10. Steps to Creating Content<br />Perform Keyword and Market Research<br />Identify Types of Content to be Created<br />Identify Where the Content will be Placed<br />Brainstorm for Powerful Ideas<br />Develop a Plan for Promoting the Content<br />Create Great Content… continuously<br />Twitter: @ArnieK #Cronkite<br />
  11. 11. #1 Keyword and Market Research<br />Keyword research should be the foundation<br />Market research helps you understand your target in both search and social.<br />Check trending topics on Twitter, Yahoo and MSN<br />Look at answer sites like Yahoo Answers, FB or LI to figure out what people are asking about in your industry<br />Check sites like Digg, StumbleUpon, Reddit and Mixx. <br />What are your competitors doing that is working?<br />Your content MUST pass the keyword or engagement test.<br />Twitter: @ArnieK #Cronkite<br />
  12. 12. #2 Identify Types of Content to be Created<br />Your research determines what types of content your audience prefers and consumes.<br />Blogs<br />Case Studies<br />Community Forums<br />Contests<br />eBooks     <br />eNewsletters<br />Infographics<br />Interviews<br />Online Quizzes<br />Podcasts<br />Videos  <br />Webcasts/Webinars<br />White Papers<br />Twitter: @ArnieK #Cronkite<br />
  13. 13. #3 Identify Where the Content will be Placed<br />On a Blog?<br />RSS feeds?<br />Social accounts?<br />News or PR sites?<br />Sites for Videos, Images, Slides, PR, etc?<br />Web pages for Videos, Images, Slides, PR?<br />Will you have content to download?<br />Twitter: @ArnieK #Cronkite<br />
  14. 14. #4 Brainstorm for Powerful Ideas<br />Highest Viral Potential<br />Easiest to Share<br />Drive User Generated Content (UGC)?<br />Add real value to the reader<br />Unique<br />Informative<br />Entertaining<br />Relevant<br />Consumers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.<br />Twitter: @ArnieK #Cronkite<br />
  15. 15. #5 Develop a Plan for Promoting the Content<br />Social Media is a critical aspect of online publishing. Getting this part right can be the difference between success and failure.  <br />The rewards of social success of content are immense, but doing it poorly can also do real damage.  <br />Understand who your customer is and where they are online.<br />Develop consistent, relevant content in multiple channels.<br />Twitter: @ArnieK #Cronkite<br />
  16. 16. #5 (cont.) Leveraging Social Media<br />Let go of all control. Let your ideas spread.<br />Content becomes available to readers any time and any place.<br />People share your ideas, link to your content.<br />Content is found through social media and search engines – so optimize it!<br />Real-time (Twitter & Facebook)<br />Social news (Digg, Reddit, Delicious)<br />Twitter: @ArnieK #Cronkite<br />
  17. 17. #6 Create Great Content<br />Twitter: @ArnieK #Cronkite<br />
  18. 18. Must Have a Company Blog<br />Company Blogs:<br /><ul><li> Gives you a vehicle to post new content
  19. 19. Allows for internal linking
  20. 20. Keeps the search engines coming back – have 434% more indexed pages
  21. 21. Have 2X as many backlinks
  22. 22. Your site gets 55% more traffic</li></ul>Twitter: @ArnieK #Cronkite<br />
  23. 23. Content Examples<br />We get asked all the time… <br />What content should I create?<br />What should I put on my blog?<br />What is working to attract readers and visitors?<br />Twitter: @ArnieK #Cronkite<br />
  24. 24. Lists – People Still Love Them<br />Twitter: @ArnieK #Cronkite<br />
  25. 25. Interviews – Makes You the Expert<br />Twitter: @ArnieK #Cronkite<br />
  26. 26. Image Posts – Fast & Easy<br />Twitter: @ArnieK #Cronkite<br />
  27. 27. Videos – Not as Hard as You Think<br />Twitter: @ArnieK #Cronkite<br />
  28. 28. Different Ways to get on Page 1<br />Articles<br />Blog posts<br />Images<br />Location based<br />News<br />Social media<br />Videos<br />Twitter: @ArnieK #Cronkite<br />
  29. 29. Must Optimize Your Content(in order of importance)<br />Links - internal & external<br />Title tag (viewed in results)<br />Image Alt text <br />H1 tag <br />Description meta tag (viewed in results)<br />URL structure<br />Page load times<br />Twitter: @ArnieK #Cronkite<br />
  30. 30. Search Optimization Elements<br />Title tag<br />URL<br />H1 tag<br />Content<br />Meta Description<br />Award winning SEO Link Building Services. Vertical Measures is a reputable, USA Internet marketing company helping businesses get more website traffic thru higher search engine rankings, link building, social media, local search, and search engine optimization. <br />Twitter: @ArnieK #Cronkite<br />
  31. 31. Why SEO Won’t Kill Journalism <br />The concern that audience tracking, writing for Google, and SEO will somehow destroy the ability of news organizations to keep news judgment apart from audience demands is misplaced. Instead, being more attentive to audience demands may actually be the best thing that news organizations can do to remain relevant and vital sources of news.<br />Twitter: @ArnieK #Cronkite<br />
  32. 32. Additional Resources<br />Vertical Measures Intern Program<br /><br />SEO Educational Videos:<br /><br />Online Marketing & Related Webinars:<br /><br />Articles <br />’t-kill-journalism-as-we-know-it-2<br /><br /><br />Twitter: @ArnieK #Cronkite<br />
  33. 33. Tomorrow at 6:00pm, Scottsdale Hilton<br />Danny Sullivan<br />Journalist, now Search Marketing Guru<br />$25 for Students<br />Learn more at http://joinAZIMA<br />Membership is free for Students<br />November 16th is a local Media Event<br />Twitter: @ArnieK #Cronkite<br />
  34. 34. Thank You!Q & A<br /><br />