Transcript
Marketing Content: Bringing Structure to Articles, Blog Posts and More
Krista ThomasVP Marketing & Communications, OpenCalais
The Marketing-Communications Dilemma
• The echo chamber of news and disparate conversations can bury your message
• Advertising, Direct Marketing & PR are no longer the only ways to get ideas out there
• Social media conversations require fuel and constant feeding
• Hence we must market our own “content” today – blog posts, whitepapers, PPTs, videos, etc.
• Every company can and must be its own media company “report” your own story.
Marketing Content: bringing structure to unstructured text can help you to:
• Streamline SEO
• Improve Reader Engagement
• Create new / unique content experiences / UI
• Get reader analytics
• Improve Ad placement / distribution
• Connect to the Linked Data Cloud to get open data assets / increased distribution
Seco
nds
Year
s
Seconds
Years
Time-to-Market
Sh
elf
Lif
e
Status Updates
Blog Posts
Novels
Scientific Publications
News, Press Releases, Corporate Info.
Problem: Structuring Content is Costly & Time Consuming
• Your metadata is increasingly important
• The value of your aggregated metadata will be extremely high
Extraction Engines That Can Help
• Yahoo
• BeliefNetworks
• OpenAmplify
• Alchemy
• Evri
• Zemanta
• OpenCalais
Metadata Generation: How it Works1. You feed your content into an
extraction engine
2. It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you
3. Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.)
4. You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc.
Get Access to Open Data in the Linked Data Cloud
Basic ways semantic metatagging can help
SEO: • Automatically tag your content
• Feed Yahoo Search Monkey & Google Rich Snippets
Reader Engagement: • Improved search and navigation
• Recommended reading widgets and Topic hubs
New content experiences: • Use tags to triage content for localization, etc.
• Use tags to present content in entirely new ways
More advanced ways metadata can help
Reader Analytics: • Use tags to track reader interest
• Reach new levels of personalization
• Generate incremental revenue
Ad Placement: • Use tags in combination with ad serving / network
• More relevant for readers; better performance for advertisers
Leveraging Linked Data:• Enhance content w/ open data assets
• Use as a transport layer to share / distribute content
Thank you
Addendum – slides showing markup
In case no web connection is available
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