Optimizing Your Web Site for Discovery: A Workshop
Paper: Optimizing Your Web Site for Discovery_ A Workshop Paper [PDF]
Introduction – 2 minutes
Overview of Discovery Landscape – 8 mins
- Search Engines
- Blogs
- Social Networks
Optimizing for Search Engines using your CMS – 20 mins
- On-Site SEO vs Off-Site SEO
- Explanation of HTML’s information hierarchy and why it matters
- Content Hierarchy within a page (Title, Headers, links, text, etc.)
- Internal Linking
Optimizing for the Blogosphere (active content marketing) – 20 mins
- The “Content Vacuum”
- Why your original, edited, expert content is valuable
- Timing your content release
- Targeting your content release
- Making your content easily repostable or portable
Optimizing for Social Networks (passive content marketing) – 20 mins
- Value is shared, not commercials
- Targeting your audience (quality over quantity)
- Open Graph
- Interactions which reach the 2nd-level of followers
Optimizing Email Campaigns – 20 mins
- Newsletters: Paper vs Digital
- The new goal of email marketing
- The tools (ConstantContact, MailChimp, Bronto, etc.)
- The content (time-saving tips: rss emails, pre-written blog
- The schedule
Jesse McDougall
Me
Jesse is a social media consultant and web programming geek living in the woods of Vermont because he can’t bring himself to leave the gardens and swimming holes. Currently, Jesse is co-owner of Catalyst Webworks—a web development and social media consulting firm in White River Junction, VT. In this role, Jesse travels the country teaching businesses and organizations how to tap into the power and audiences of the web without annoying or alienating their customers.
Jesse is the author of several books about internet ventures including Expand Your Business Using eBay, and Start Your Own Blogging Business. He is currently writing two new books about Internet marketing—both to be published by O’Reilly Media in 2012.
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Comments
Hi Ross,
Thanks for the question. Yes. In fact, the whole presentation will be focused on how to make paid content discoverable through the use of content marketing & SEO. In some strategies I’ll discuss, free content is used to:
The over-arching goal, of course, is to sell more content—in whatever form that takes: books, e-books, semiars, webinars, etc.
In content marketing, paid content is made discoverable through free content. I’ll discuss what types of content you can use so that you don’t have to give away the store, so to speak.
Also, my session is evolving a bit from what I’ve listed above—all of which I still plan to cover. I’ve put up my latest thoughts on the session here: jsmcdougall.com/speaking-at...
Let me know if you have any other questions. I’m happy to help.
Thanks Again, Jesse
Hi Jesse,
Do you plan on talking through issues around making paid-for content discoverable for search/blogs/social?
Thanks