Marketing content requires constant updating to stay relevant in today's fast-paced media landscape. Extracting metadata from content through automated engines can [1] streamline SEO, [2] improve reader engagement through better search and recommendations, and [3] create new content experiences. Metadata is also valuable for [4] gaining reader analytics, [5] improving ad placement, and [6] connecting to open data on the linked data cloud to enrich content. However, manually extracting metadata is costly and time-consuming. Extraction engines can help generate metadata automatically.

1. Marketing Content:
Bringing Structure to Articles, Blog Posts and More
Krista Thomas
VP Marketing & Communications, OpenCalais

2. 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.

3. 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

4. Problem: Structuring Content is Costly & Time Consuming
Years
Novels
Shelf Life
Scientific Publications
News, Press Releases,
Corporate Info. • Your metadata is
increasingly
important
Blog Posts
• The value of your
aggregated
Seconds metadata will be
Status Updates extremely high
Time-to-Market
ds
rs
on
a
Ye
c
Se

5. Extraction Engines That Can Help
• Yahoo
• BeliefNetworks
• OpenAmplify
• Alchemy
• Evri
• Zemanta
• OpenCalais

6. Metadata Generation: How it Works
1. 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.

7. Live Demo:
http://viewer.opencalais.com
1. Cut and paste a business news story into the viewer, and
hit submit.
2. View the semantic markup (hover over underlined items
to see relevance, for instance).
3. Expand the extracted entities, facts and events on the left
hand rail.
4. Click on one of the companies in the list on the left, to
view the OpenCalais / Thomson Reuters asset on that
company in the Linked Data cloud.
5. Click the ‘SameAs’ links at the bottom to find more data
on the Linked Data cloud.

8. Get Access to Open Data in the Linked Data Cloud

9. 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

10. 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

11. Thank you
Krista.Thomas@ThomsonReuters.com
@KristaThomas