Questions Answered at the Click of a Mouse

Sharing technical information in a digital world

Lin Carson, PhDBAKERpedia CEO | Founder

Who is BAKERpedia?

How? By understanding the digital marketing world and where the public is spending time.

Here’s what we’ve learned.

1

The only global online commercial digital baking resource.

A free platform combining features of Google & Wikipedia that evolved into the leading voice for innovative baking solutions with thousands of followers and users.

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2 The Problem

Access to baking science information:

Expensive to fix problems on high-speed lines

Unreliable and not science-based

Membership needed to unlock it

Troublesome. Let’s ask the Dr.

3 Our Solution

A reliable, science-based resource freely available, with a sponsorship model.

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4 Today, BAKERpedia is...

Up to date science

Unbiased & reliable

Blogs

Technical newsletter

Innovation review committee

The ONLY central digital resource for the commercial baking industry worldwide.

Why did I choose digital media?

By now, BAKERpedia is over 800 pages strong and more than 18 million pages have been read

1

What’s got me excited about the education space is the growth of the internet over the next 10, 20, 30 years“ “

Reed Hastings, CEO | Netflix

Where are consumers these days?

Running in masses towards new digital sources for information.

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As a result, the way content is created and marketed is shifting as well.

Internet Use 6

By 2021, it is projected 53.6% of the population will use the internet.

Growth of Global Internet UsersSource: Internet World Stats, 2014

Mobile Use 7

Percentage of all global web pages served to mobile phonesSource: Worldwide; eMarketer; 2014 to 2017/Statista 2018

Social Media Use 8

Social Media Use Over TimeSource: PEW Research center Survey, 2018

Advertising Spending

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Global Ad Spending by Medium 2010 - 2020Source: Zenith, March 2018

Digital Content and Advertising

Writing & marketing for online audiences

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✓ More choices

✓ More control

✓ Less time

✓ Search engine algorithms

✓ Social media

Scientific Content 11

Online, scientific content can usually be grouped into two main camps:

1. Long-form scientific papers and journals with jargon-filled writing.

1. Short, snappy content that lacks references and is sprinkled with pseudoscience and misinformation.

Is there a successful middle ground?

The BAKERpedia Approach12

Smart Scientific Writing

SEO Strategies

Tech Savvy

Collaborative Spirit

Smart Scientific Writing 13

Keep it Short• Put important information at the top• Keep the reference list short and relevant

Keep it Visual • Images, infographics, and videos• Visual content is more likely to be shared

Keep it Real • Keep the reader’s interests and needs in mind• Keep facts and research conversational

The big one...

SEO = Search Engine Optimization

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SEO is essential for getting your content discovered and to rank high on search engine result pages (SERP).

SERP15

Why is ranking high on SERP a big deal?

1. The Click Through Rate for Position 1 is 32.5%

1. It gives you traffic and brand-recognition

1. 100% earned, not paid for

You get there with keywords, backlinks, SMO, and quality content

Keywords16

Keywords are a key word or phrase that sums up the subject of your content or webpage.

• Do research to find popular keywords

• Place strategically in content/meta content

• Don’t force them, or Google will ignore them

Check out AnswerThePublic.com or Google Keywords

Backlinks17

A backlink is a hyperlink from one website to another, placed in the copy of the text.

• Building relationships

• Sending referral traffic

• Brand awareness

• Higher SERP ranking

DON’T: get backlinks from any website!

SMO18

1. Strengthen your brand and boost visibility

1. Generate leads and increase sales

1. Build both familiarity and trust for your business

1. Consumers will see you recommended by others

DON’T: blast social media channels without a plan

Quality Content19

Content is the vehicle that carries the many parts of SEO:

• Substance to keywords

• Content to backlinks

• Shareable on social media

• Authoritative and reliable

Once you have it, share it!

Tech Savvy 20

Stay up to date with media trends. Know where your audience is and where they are headed.

• Best SEO practices

• Podcasts

• Voice Search

• Bakery and technology innovations

Collaborative Spirit

Help us make this the new normal for the baking and food industry!

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Share ideas, technologies, backlinks, and social shoutouts!

Find all your baking answers atBAKERpedia.com