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

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