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My 9:45 Presentation at WordCamp Miami #wcmia 2014. Discussing the concept that Content is CORE not King as content alone does not suffice. You need to add layers of support in the forms of Optimization, Socialization and Promotion to have content succeed online.
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Content Is Not KingIT’S CORE !
Presented by @JohnCarcutt
Who is this guy?Why should I take the time to listen to him?
John CarcuttDirector of SEO & Social MediaAdvance DigitalFollow on Twitter @johncarcutt
• 12+ Years in SEO and Online Marketing• SEO Educator & Speaker, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.
Our Newspapers
Our Websites
Advance PublicationsThe parent company of Advance Digital and CondeNast
Advance Publications
The idea that
Content Is Kinghas been around for a while now.
“Content is King”
Essay by Bill GatesJan 3 1996
“Content is where I expect much of the real money will be made on the Internet…”
“Content is King”
Essay by Bill GatesJan 3 1996
“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
“Content is King”
Essay by Bill GatesJan 3 1996
“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.No individual will be precluded from participating”
Let’s be clear …
What Is Content ?
The 7 Layers of Content
Interactive Based
Document Based
Software Based
Audio Based
Video Based
Image Based
Text Based
The 7 Layers of Content
InteractiveDocumentsSoftwareAudioVideo
Text Based
• Blogs• Sponsored• Articles• Email• eBooks
• Brochures• Manuals• Case Studies• Social Posts• Guides
• Press Releases• Data Sheets• White Papers• Workbooks• Etc.
684,478 Pieces of content shared on Facebook2 million Search queries are made on Google100,000 Tweets are sent48 Hours of video are uploaded to YouTube3,600 Photos are shared on Instagram571 New websites are launched
Content in a Minute
2+ Billion People Online
325 Billion Websites Online
162.5 Websites per Person
What Does ThisLook Like Online?
I am going to say it …
Content Is Not King
I am going to say it …
Content Is Core !
ContentSocialization
Optimization
Promotion
You Must Help Content Stand Out
ContentOptimization
Optimization Layer
1. Search Engine Optimization
2. Video Optimization
3. iTunes Optimization
4. App Store Optimization
5. etc. etc.
Content Discovery when searching is anActive Process
ContentOptimization
Optimization isOngoing …
ContentOptimization
Authorship …
ContentOptimization
Authorship …
ContentOptimization
Author Rank …
ContentSocialization
The Google+ Factor
ContentSocialization
Socialization Layer
1. Seeding Content
2. Influence on Search
3. Sharing is the New Linking
4. Targeted Social Networks
Content Discovery in Social Media is aPassive Process
ContentSocialization
Socialization Layer
ContentSocialization
Sharing is Critical
ContentSocialization
Sharing is Critical
ContentSocialization
Controlled Sharing• FaceBook Open Graph Protocol
• Twitter Cards
• A Variety of Plugins
ContentPromotion
Promotion Layer
1. Online & Offline
2. Sponsored Content
3. Audience Targeting
4. Audience Re-Targeting
5. Paid Social Media
Content Discovery via Advertising is aTargeted Process
ContentPromotion
Sponsored Content
ContentPromotion
Audience Targeting
ContentPromotion
Re-Targeting
ContentPromotion
Paid Social Media
ContentPromotion
FaceBook Ads
ContentPromotion
FaceBook Ads
The Layers Recap
Optimization LayerAllowing your content to be found when users are searching for something specific.
Socialization LayerMaking your content available for display to users who are browsing their social grid.
Promotion LayerYou reaching out to find specific users to interact with your content.
Great Content Is Critical
Not All Content Is Great
Not All Content Is Great
(or can be)
Your Content Is CoreEven Great Content Needs Help.
Thank You
Follow me on Twitter@johncarcutt