Read it! Grab it! Share it! Optimize Content for Curators
Digital Impact
Rachelle Spero, Partner Brunswick Group
May 5, 2011
2:00-3:00 p.m.
Introduction
• The fall of search
• The rise of sharing
• Content creators
• Curators of content
• Optimizing for search and sharing
6/6/2011 I 1
The fall of search
• Massive search engine optimization efforts have, ironically, made search less valuable
6/6/2011 I 2
Search Engine Optimization • Target keywords • Link building • Title attributes • Keyword density • Sitemap Search Engine Marketing
• Strategy and management • Google AdWords • Facebook Ads • Yahoo Search Marketing • Microsoft adCenter
Social Media Optimization • Instant tagging and bookmarking • Link building • Inbound link incentives • Shareablity
Search has become time consuming
Rise of sharing
social media referrals were less engaged than those from search or other content sites
6/6/2011 I 4
(source eMarketer.com April 15, 2011)
Where did you hear the news first?
Sharing
6/6/2011 I 6
Content Creators
News Media
6/6/2011 I 8
Companies
Portals
Curators of Content
Content Curators
• Curators are social networks of “human search engines”
• Content curators gather, refine and serve up information
READ IT
GRAB IT
SHARE IT
6/6/2011 I 12
Experts and Trusted Sources
6/6/2011 I 13
FINANCIAL AUTHOR, NY TIMES JOURNALIST
SOCIAL BUSINESS EXPERT
SOCIAL MEDIA EXPERT
REGIONAL EXPERT
Consumers of Media
• Communities of interested readers, subscribers, followers or friends.
6/6/2011 I 14
Curator tools
Social Measurement
Aggregating
Storytelling
Audio/Video/Keywords
Sharing Platforms
Optimizing Content
Content
• Optimize content for search and sharing by using links, keywords, meta tags and social media sharing tools
6/6/2011 I 17
Digital Footprint
• Link to all your online profiles from one central profile
6/6/2011 I 18
Presentation Decks
• Post on presentation sharing sites such as SlideShare, Scribd and Docstoc
6/6/2011 I 19
Events
• Link to events
6/6/2011 I 20
Networks
• Share content across your associations, groups and professional networks
6/6/2011 I 21
Be part of the conversation
6/6/2011 I 22
