ASU Cronkite School of Journalism Future of Online Content

The Future of Content in an Online World

Presented by Arnie Kuenn (@ArnieK)

My Background

Internet marketing for about 12 years Formed Vertical Measures about 5 years ago We are an Internet marketing company

based here in Phoenix We have 80+ clients from all around the

world where we conduct SEO, link building, content & social media marketing

Twitter: @ArnieK #Cronkite

Before We Begin

My Approach Journalists need to think “digital” Journalists & writers ARE needed What businesses should do

Going to move pretty quickly Feel free to stop me and ask questions

Twitter: @ArnieK #Cronkite

SEO and Journalism People consume content differently than they

used to through a newspaper. Good journalism is not mutually exclusive

with SEO. SEO is a tool to make sure the best stories

get noticed…SEO increases visibility where users are looking.

It has been proven over and over again that the best journalism tends to get the best page views.

Twitter: @ArnieK #Cronkite

Why Be Concerned About Search?

- The #1 position will get clicked 43% of the time!

Source: Did-it, Enquiro, and Eyetools.

Twitter: @ArnieK #Cronkite

How Does Search Work?

Bot or Spider

Twitter: @ArnieK #Cronkite

What We Tell Businesses

When someone searches online, there are only two possible outcomes: They will find your content. They will find your competitors.

Content IS the new marketing. Storytelling has gained the advantage online. If you have a website you ARE a publisher.

Twitter: @ArnieK #Cronkite

Content is, in fact, the next big thing Here’s a look at Google search returns for “social media” over the past few

years:  2005: 9,150,000 2006: 41,600,000 2007: 165,000,000 2008: 359,000,000 2009: 1,230,000,000

  And here’s a look at Google search returns for “content strategy": 2006: 5,930,000 2007: 8,340,000 2008: 137,000,000 2009: 337,000,000

Kristina Halvorson on February 25th, 2010

The Numbers Don’t Lie

Twitter: @ArnieK #Cronkite

The New Marketing You are at the forefront of a digital content revolution. Businesses are just now beginning to understand that,

along with the products & services, one of their core products IS information.

They need to:1. Provide content that gives solutions to some of the toughest

problems their customers are facing.

2. Position themselves as the trusted solutions providers for their industry and help people spread the word!

3. Have customers rely on them for their expertise as they become the trusted solution in their industry.

So they begin as a source of information…. and continue on as the source of products & services.

Twitter: @ArnieK #Cronkite

Steps to Creating Content

1. Perform Keyword and Market Research

2. Identify Types of Content to be Created

3. Identify Where the Content will be Placed

4. Brainstorm for Powerful Ideas

5. Develop a Plan for Promoting the Content

6. Create Great Content… continuously

Twitter: @ArnieK #Cronkite

#1 Keyword and Market Research Keyword research should be the foundation Market research helps you understand your target in both

search and social. Check trending topics on Twitter, Yahoo and MSN Look at answer sites like Yahoo Answers, FB or LI to figure

out what people are asking about in your industry Check sites like Digg, StumbleUpon, Reddit and Mixx. What are your competitors doing that is working?

Your content MUST pass the keyword or engagement test.

Twitter: @ArnieK #Cronkite

#2 Identify Types of Content to be Created

Your research determines what types of content your audience prefers and consumes. Blogs Case Studies Community Forums Contests eBooks     eNewsletters Infographics Interviews Online Quizzes Podcasts Videos  Webcasts/Webinars White Papers

Twitter: @ArnieK #Cronkite

#3 Identify Where the Content will be Placed

On a Blog? RSS feeds? Social accounts? News or PR sites? Sites for Videos, Images, Slides, PR, etc? Web pages for Videos, Images, Slides, PR? Will you have content to download?

Twitter: @ArnieK #Cronkite

#4 Brainstorm for Powerful Ideas

Highest Viral Potential Easiest to Share Drive User Generated Content (UGC)? Add real value to the reader

Unique Informative Entertaining Relevant

Consumers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.

Twitter: @ArnieK #Cronkite

#5 Develop a Plan for Promoting the Content

Social Media is a critical aspect of online publishing. Getting this part right can be the difference between success and failure. 

The rewards of social success of content are immense, but doing it poorly can also do real damage. 

Understand who your customer is and where they are online.

Develop consistent, relevant content in multiple channels.

Twitter: @ArnieK #Cronkite

#5 (cont.) Leveraging Social Media

Let go of all control. Let your ideas spread.

Content becomes available to readers any time and any place.

People share your ideas, link to your content.

Content is found through social media and search engines – so optimize it! Real-time (Twitter & Facebook) Social news (Digg, Reddit,

Delicious)

Twitter: @ArnieK #Cronkite

#6 Create Great Content

Twitter: @ArnieK #Cronkite

Must Have a Company Blog

Company Blogs: Gives you a vehicle

to post new contentAllows for internal

linkingKeeps the search

engines coming back – have 434% more indexed pages

Have 2X as many backlinks

Your site gets 55% more traffic

Twitter: @ArnieK #Cronkite

Content Examples

We get asked all the time… What content should I create? What should I put on my blog? What is working to attract readers and

visitors?

Twitter: @ArnieK #Cronkite

Lists – People Still Love Them

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Interviews – Makes You the Expert

Twitter: @ArnieK #Cronkite

Image Posts – Fast & Easy

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Videos – Not as Hard as You Think

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Different Ways to get on Page 1

Articles Blog posts Images Location based News Social media Videos

Twitter: @ArnieK #Cronkite

Must Optimize Your Content(in order of importance)

1. Links - internal & external

2. Title tag (viewed in results)

3. Image Alt text

4. H1 tag

5. Description meta tag (viewed in results)

6. URL structure

7. Page load times

Twitter: @ArnieK #Cronkite

Title tag

ContentH1 tag

Search Optimization Elements

Meta DescriptionAward 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.

URL

Twitter: @ArnieK #Cronkite

Why SEO Won’t Kill Journalism

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.

Twitter: @ArnieK #Cronkite

Additional Resources Vertical Measures Intern Program

http://www.verticalmeasures.com/about-us/intelligent-internet-marketing-internship-program/

SEO Educational Videos: http://www.verticalmeasures.com/resources/seo-tutorial-videos/

Online Marketing & Related Webinars: http://www.verticalmeasures.com/webinars/

Articles http://www.niemanlab.org

/2010/09/why-seo-and-audience-tracking-won’t-kill-journalism-as-we-know-it-2

http://mashable.com/2010/09/13/future-social-media-journalism/ http://

outspokenmedia.com/seo/why-journalists-need-to-stop-resenting-seo/

Twitter: @ArnieK #Cronkite

Tomorrow at 6:00pm, Scottsdale Hilton Danny Sullivan

Journalist, now Search Marketing Guru $25 for Students Learn more at http://joinAZIMA Membership is free for Students November 16th is a local Media Event

Twitter: @ArnieK #Cronkite

Thank You!

Q & Awww.VerticalMeasures.com