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Presentation at Digital Economy Forum in Venice 2012 http://www.digitaleconomyforum.it/def-content-2012/
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Engaging content?
• Delivers value• Attracts attention and keeps it• Gets readers ask for more
• For your specific, targeted audience
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-l ine efforts, and vice versa
Social media
• Social media is f ickle• 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
Your destination
• You need to publish fresh content regular ly• It needs to cater to your target audience• It shouldn not be an island
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 !
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:
Connect and relate
• Don't be selfish• Don't be an island• Connect, l ink out to:
• your sources• other people and brands that inspire you• simply good content for your readers
Case study
• Used Zemanta WordPress Plugin for image recommendations and connecting to other blogs in their niche.
• Would periodical ly l ink to LifeHacker articles.
http://bloggingyourpassion.com/how-using-the-zemanta-wordpress-plugin-can-increase-your-blog-traffic/
• Strategy paid off as one of the Lifehacker bloggers took notice and l inked back to one of Blogging Your Passion posts
• This resulted in nearly 5,000 visits.
• 6 other bloggers wrote about the same topic and l inked back to the original post.
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
Images are expansive?
• Stock photography for blogs is affordable• CreativeCommons on Flickr (100M images)• Why not create your own imagery?
Case study
Skyword study found an average increase of 94% for articles that included an image or infographic .http://skyword.com/blog/96-skyword-study-add-images-to-improve-content-performance.html
Oh, so what is this Zemanta thing?
• Personal writ ing assistant• Because computers should be smart
• Helps with recommendations whi le writ ing:• Images• In-text links (Wikipedia, authoritative sites)• Related articles (Blogs, big & small media)• Tags (so people can find your content)
The most important take away:
• Don't be a content island!• It's lonely• No space to grow
Build bridges
• Connect you and your audience• Provide a place to meet• Don't be all about me, me & me• Build l inks and relat ionships!
Photo credits
• http://www.contentmarketinginstitute.com/wp-content/uploads/2010/09/B2B_Trends_2010.pdf
• http://www.flickr.com/photos/aye_shamus/2929888687/
• http://www.flickr.com/photos/stylianosm/3989939286/
• http://www.flickr.com/photos/betta_design/2200198472/
• http://www.flickr.com/photos/ferranp/317125624/
• http://www.flickr.com/photos/kanaka/5949395563/lightbox/
• http://www.flickr.com/photos/squeaks2569/3700355684/
• http://www.youtube.com/watch?v=Rjx1MVLWDfM (idea for first slide)