Presentation at Digital Economy Forum in Venice 2012 http://www.digitaleconomyforum.it/def-content-2012/

1. Augmenting content
10. May 2012
Andraz Tori
andraz@zemanta.com
@andraz

4. Engaging content?
• Delivers value
• Attracts attention and keeps it
• Gets readers ask for more
• For your specific, targeted audience

8. 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-line efforts, and vice versa

9. Social media
• Social media is fickle
• 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

10. Your destination
• You need to publish fresh content regularly
• It needs to cater to your target audience
• It shouldn not be an island

11. 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 !

12. 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:

14. Connect and relate
• Don't be selfish
• Don't be an island
• Connect, link out to:
• your sources
• other people and brands that inspire you
• simply good content for your readers

15. Case study
•Used Zemanta WordPress Plugin for image
recommendations and connecting to other blogs in
their niche.
• Would periodically link to LifeHacker articles.
http://bloggingyourpassion.com/how-using-the-zemanta-wordpress-plugin-can-increase-your-blog-traffic/

16. •Strategy paid off as one of the Lifehacker bloggers
took notice and linked back to one of Blogging
Your Passion posts
• This resulted in nearly 5,000 visits.
• 6 other bloggers wrote about the same topic and
linked back to the original post.

17. 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

18. Images are expansive?
• Stock photography for blogs is affordable
• CreativeCommons on Flickr (100M images)
• Why not create your own imagery?

19. 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

20. Oh, so what is this Zemanta thing?
• Personal writing assistant
• Because computers should be smart
• Helps with recommendations while writing :
• Images
• In-text links (Wikipedia, authoritative sites)
• Related articles (Blogs, big & small media)
• Tags (so people can find your content)

24. The most important take away:
• Don't be a
content island!
• It's lonely
• No space to grow

25. Build bridges
• Connect you and
your audience
• Provide a place
to meet
• Don't be all about
me, me & me
• Build links and
relationships!

26. Thank you!
Andraz Tori
andraz@zemanta.com
@andraz

27. 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)