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FACING CONTENT INFLATION

Therese Torris
August 2011
http://return-on-clicks.com
700 MILLION ONLINE PUBLISHERS ARE
  FORCED INTO (SOME FORM OF) SPAMMING




http://return-on-clicks.com
AGENDA


• Why publishers are forced to (sort of) spam
• How they go about it
• The resulting content inflation
• Learning to live with it

 return-on-clicks.com, September 2011
http://return-on-clicks.com
1 IN 10 PEOPLE WW IS A PUBLISHER


• 200 million Web sites
• 170 million blogs
• 1 million eBooks on the Kindle
• 500 000 applications on the US AppStore

 return-on-clicks.com, September 2011
http://return-on-clicks.com
PRODUCING MORE AND MORE CONTENT

15 billion new pages in Google’s index in 3 months




                                        Source: Worldwidewebsize.com 2011



 return-on-clicks.com, September 2011
http://return-on-clicks.com
RICHER CONTENT

More text, more pictures, sounds & video




                         Data source: WebSiteOptimization.com , 2011

 return-on-clicks.com, September 2011
http://return-on-clicks.com
FASTER


• 60 million blog posts per day

• 140 million tweets per day

• 70 million hours of video uploaded
    on YouTube per day

 return-on-clicks.com, September 2011
http://return-on-clicks.com
USERS ARE OVERWHELMED




     Consuming
    content is like
    drinking from
      a fire hose
 return-on-clicks.com, September 2011
http://return-on-clicks.com
USERS RELY ON GATEWAYS TO FILTER, SORT & RANK




 return-on-clicks.com, September 2011
http://return-on-clicks.com
LEADING GATEWAYS TAKE IT ALL

Network effects reinforce
                                                         Bing
the domination of a few                                  3,6%
                                                      Baidu

• Search engines
                                                      4,6%
                                                  Yahoo
                                                   6,2%
• App stores
• Social networks                                                  Google
                                                                   83,6%
• Content Portals
• Marketplaces                                 Global Search Market Share
                                        Source: Source: marketshare.hitslink.com July 2011




 return-on-clicks.com, September 2011
http://return-on-clicks.com
TOP RANKINGS TAKES IT ALL

 No traffic from gateways beyond the top rankings:
 • First pages             36,4%

 • Top 10
 • Top 100
 • Best sellers
                                      8,9%
                                                  1,4%

 • Top news            1st position First page Second page
                                           on 1st page
                                        Average Click-Through Rates On Search Result Pages
                                                      Source: Optify.net, April 20011



 return-on-clicks.com, September 2011
http://return-on-clicks.com
CONTENT VISIBILITY IS SQUEEZED

• Listed, or not
• Sorted into index’s
  categories/taxonomy                   PageRank
                                        EdgeRank
• Matched to                            Bestsellers
                                           Top
  • Search interpretation                 news
                                            …
  • Suggestion &
         recommendation engines
• Ranked by algorithm
 return-on-clicks.com, September 2011
http://return-on-clicks.com
PUBLISHERS STRUGGLE FOR VISIBILITY

                                                   acme.com                                                                                                   acme.com acme.com
                                                                                                                                                                acme.com
                      acme.com                                 acme.com         acme.com                                                                             acme.com
                                                                          acme.com
 acme.com                         acme.com acme.com                                                                                                acme.com                         acme.com
                                                                                        acme.com                                           acme.com         acme.com
                              acme.com                acme.com                                                                                                                acme.com

           acme.com                    acme.com                                          acme.com
                                                                                                                                            acme.com                             acme.com
                      acme.com                  acme.com
                                                     acme.com                                                               acme.com                                         acme.com
                                                                                                                                                                        acme.com acme.com
  acme.com                                                                                                                               me.com
                                                                                                                                                                              acme.com acme.com
                  acme.com           acme.com acme.com                                                                                            acme.com




                                                                                                                                 Rakuten
                              acme.comacme.com                      acme.com                                                                                  acme.com            acme.com acme.com
                                                       acme.com                                                                                                     acme.com                        acme.com




       Google
           acme.com                         acme.com acme.com              acme.com                                                                                                              acme.com


                                                                                                                                   Amazon
                          acme.com

                             acme.com
                                              acme.com
                                                           acme.comacme.com                                                                                                       acme.com         acme.com
                  acme.com       acme.com                     acme.com
                                                            acme.com                                                                                                                  acme.com
                      acme.com
                                     acme.com                     acme.com acme.com
                                                                                                                                                                        acme.comacme.com
                                                                                                                                                                      acme.com

                                                                                                                                                                    acme.com acme.com


                                                                                                                                  TwitterBaidu
                                        acme.com                      acme.com
                                                                    acme.com                                                           acme.com                                acme.com
                                              acme.com                                      acme.com




                                 Facebook
                                                                                                                             acme.com                         acme.com
                       acme.com                                                                                                                                                  acme.com
                                                                                                                                                                                        acme.com
              acme.com                                                               acme.com     acme.com                                    acme.com
                                                                                                   acme.com
       acme.com                                                                            acme.com                acme.com
                                                                                                                                       acme.com                        acme.comacme.com               acme.com
                       acme.com                                                                       acme.com                                                                            acme.com
                  acme.com                                                                                acme.com                                     acme.com
                                                                                                                                                                                                         acme.com

                                         blogspotiMDB
      acme.com             acme.com                                                        acme.com              acme.com
                                                                                                           acme.com
                                                                                                                                                                   acme.com
                                                                                                acme.com                                                                         acme.com acme.com


                                    eBay
acme.com                                                                                                                                     acme.com                  acme.com
                                                                                                              acme.com
                                acme.com                                                                        acme.com
               acme.com
                             acme.com
                                                      acme.com                                                   acme.com              acme.com                              acme.com acme.com
                                                                                                                                                                                            acme.com
                                                                                                                                                              acme.com




                                    Yahoo! Aol LinkedIn
       acme.com
                       acme.com acme.com                                                                              acme.com
                                                                                                            acme.com acme.com                          acme.com                 acme.com
                                                                                                                                                                                              acme.com
                       acme.com                                                                     acme.com                                                 acme.com
              acme.com                   acme.com
                                  acme.comacme.com
                                                                                                                       acme.com
                                                                                                                                                                                  acme.com
                                            acme.com                                                                     acme.com



                                   Wikipedia
               acme.com       acme.com                                                                     acme.com                                               acme.com
                                        acme.com      acme.com                                                                                                                       acme.com

                      acme.com                           acme.com                                                                        acme.com                        acme.com
                                        acme.com
                             acme.com                                                                                             acme.com                                                       acme.com
                                                    acme.com




                                                                                                    Microsoft
                                   acme.com




 return-on-clicks.com, September 2011
http://return-on-clicks.com
PUBLISHERS HAVE NO CHOICE
          BUT TO CREATE CONTENT « OPTIMIZED »
                FOR GATEWAY RANKINGS




http://return-on-clicks.com
OPTIMIZATION VS SPAM : A FINE LINE

• Publish or perish
           • More
           • More often
           • Richer content
           • Archive more
•   Ubiquitous content farming
•   Too frequent updates
•   Social hyperactivity
•   Spinning unique content
•   Automated content
 return-on-clicks.com, September 2011
http://return-on-clicks.com
Publish or Perish

   “If you want to remain top of mind you have to
    find a way to converse much more frequently
           than when you have big news.”




               A. Handley & C. Chapman, Content Rules, 2010




http://return-on-clicks.com
Content Farming


     “Content is Marketing. Adding customized
  high-quality content from Demand Media is an
   efficient way to drive growth for your website.”




                              www.demandmedia.com




http://return-on-clicks.com
Ubiquitous Content Farming


           SEO changed the newsroom:
  “Almost all of our posts are written, or should be
          written with SEO in mind….”



       Quote from HuffPost. Sources: niemanlab.com,
         somescribblings.com, outspokenmedia.com




http://return-on-clicks.com
Too Frequent Updates


     Let’s make the list !
      New
      Last updated
      Most recent
      Top news




http://return-on-clicks.com
Social Hyperactivity


       “Keep engaging with others, and continue
      creating engaging content to see your Klout
                     Score rise.”




                              www.klout.com




http://return-on-clicks.com
Spinning Unique Content

                “Quickly Generate Hundreds Of
                Unique Versions of Your Articles
              Using This Revolutionary Software!”




                                    www.thebestspinner.com


http://return-on-clicks.com
Automated Content


      Content curation

      Optimization

        Autopost

                              www.posterous.com




http://return-on-clicks.com
THE RESULTING CONTENT INFLATION


               A chronic inflation
             of spam-like, ranking-
                  driven content        Ranking-driven
                                           content




                                        Original content




 return-on-clicks.com, September 2011
http://return-on-clicks.com
HASTENS OVERALL CONTENT GROWTH

           Ranking-driven content
         blends into content creation
            and speeds the content
                  explosion




 return-on-clicks.com, September 2011
http://return-on-clicks.com
A VICIOUS GROWTH SPIRAL


• The more “optimized”
    content,
    the less effective

• The less effective it becomes,
    the more is produced
 return-on-clicks.com, September 2011
http://return-on-clicks.com
OUT OF CONTROL

Optimized, ranking-driven content

• outsmarts controls such as Panda
• sucks up resources
• stifles creativity
• displaces and outgrows truly original content
 return-on-clicks.com, September 2011
http://return-on-clicks.com
EMAIL: DOMINATED BY SPAM
                                  88%




                                                        Spam = 7.5 times
                                                         legitimate email
                                                                              12%



                            Abusive emails                    Unaltered delivered email
             Data Source Q4 2010 http://www.maawg.org/email_metrics_report.




 return-on-clicks.com, September 2011
http://return-on-clicks.com
CONTENT DOMINATED BY ‘OPTIMIZATION’?
                             10 x n billions of
                               visible pages




                                                  How soon could this
                                                       happen?
                                                           n billions
                                                        of visible pages


                     Spam-like, ranking-driven             Original
                             content                       content
             return-on-clicks.com 2011




 return-on-clicks.com, September 2011
http://return-on-clicks.com
DERIVATIVES CAN OUTGROW THE ORIGINAL

                          $680 290



                                                     financial derivatives
                                                      =10 times the real
                                                          economy
                                                                                                    $65 610
                                                               $53 510


                     Financial Derivatives                World Capital Base                  Gross World Product
                          (BIS est.)                          (CIA est.)                           (CIA est.)

             Financial data from The Crushing Potential of Financial Derivatives, D. Haas, Oct. 2008,
             www.themarketoracle.co.uk



 return-on-clicks.com, September 2011
http://return-on-clicks.com
LIVING WITH CONTENT INFLATION




http://return-on-clicks.com
FOUR STEPS

1. Stop fiddling around
     ‐     Ditch the blog and start a real content strategy
2. Manage your digital content assets
     -     Inventory your texts, sounds, videos
     -     Assess their customer engagement value
3. Reconcile content tactics and strategy
     -     Optimizing content for rankings
     -     Investing in longer term customer engagement
4. Empower your people
     -     Your marketing/content people -- not interns, not the agency
     -     Give them tools
     -     Let them set ROI targets & metrics

 return-on-clicks.com, September 2011
http://return-on-clicks.com
Parting words:


       Content was king. Now it’s
     a tyrant who knows no mercy.

Therese Torris
return-on-clicks.com
ttorris@return-on-clicks.com

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Facing content-inflation-slide-show

  • 1. FACING CONTENT INFLATION Therese Torris August 2011 http://return-on-clicks.com
  • 2. 700 MILLION ONLINE PUBLISHERS ARE FORCED INTO (SOME FORM OF) SPAMMING http://return-on-clicks.com
  • 3. AGENDA • Why publishers are forced to (sort of) spam • How they go about it • The resulting content inflation • Learning to live with it return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 4. 1 IN 10 PEOPLE WW IS A PUBLISHER • 200 million Web sites • 170 million blogs • 1 million eBooks on the Kindle • 500 000 applications on the US AppStore return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 5. PRODUCING MORE AND MORE CONTENT 15 billion new pages in Google’s index in 3 months Source: Worldwidewebsize.com 2011 return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 6. RICHER CONTENT More text, more pictures, sounds & video Data source: WebSiteOptimization.com , 2011 return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 7. FASTER • 60 million blog posts per day • 140 million tweets per day • 70 million hours of video uploaded on YouTube per day return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 8. USERS ARE OVERWHELMED Consuming content is like drinking from a fire hose return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 9. USERS RELY ON GATEWAYS TO FILTER, SORT & RANK return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 10. LEADING GATEWAYS TAKE IT ALL Network effects reinforce Bing the domination of a few 3,6% Baidu • Search engines 4,6% Yahoo 6,2% • App stores • Social networks Google 83,6% • Content Portals • Marketplaces Global Search Market Share Source: Source: marketshare.hitslink.com July 2011 return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 11. TOP RANKINGS TAKES IT ALL No traffic from gateways beyond the top rankings: • First pages 36,4% • Top 10 • Top 100 • Best sellers 8,9% 1,4% • Top news 1st position First page Second page on 1st page Average Click-Through Rates On Search Result Pages Source: Optify.net, April 20011 return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 12. CONTENT VISIBILITY IS SQUEEZED • Listed, or not • Sorted into index’s categories/taxonomy PageRank EdgeRank • Matched to Bestsellers Top • Search interpretation news … • Suggestion & recommendation engines • Ranked by algorithm return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 13. PUBLISHERS STRUGGLE FOR VISIBILITY acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com me.com acme.com acme.com acme.com acme.com acme.com acme.com Rakuten acme.comacme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com Google acme.com acme.com acme.com acme.com acme.com Amazon acme.com acme.com acme.com acme.comacme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.comacme.com acme.com acme.com acme.com TwitterBaidu acme.com acme.com acme.com acme.com acme.com acme.com acme.com Facebook acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.comacme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com blogspotiMDB acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com eBay acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com Yahoo! Aol LinkedIn acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.comacme.com acme.com acme.com acme.com acme.com Wikipedia acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com acme.com Microsoft acme.com return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 14. PUBLISHERS HAVE NO CHOICE BUT TO CREATE CONTENT « OPTIMIZED » FOR GATEWAY RANKINGS http://return-on-clicks.com
  • 15. OPTIMIZATION VS SPAM : A FINE LINE • Publish or perish • More • More often • Richer content • Archive more • Ubiquitous content farming • Too frequent updates • Social hyperactivity • Spinning unique content • Automated content return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 16. Publish or Perish “If you want to remain top of mind you have to find a way to converse much more frequently than when you have big news.” A. Handley & C. Chapman, Content Rules, 2010 http://return-on-clicks.com
  • 17. Content Farming “Content is Marketing. Adding customized high-quality content from Demand Media is an efficient way to drive growth for your website.” www.demandmedia.com http://return-on-clicks.com
  • 18. Ubiquitous Content Farming SEO changed the newsroom: “Almost all of our posts are written, or should be written with SEO in mind….” Quote from HuffPost. Sources: niemanlab.com, somescribblings.com, outspokenmedia.com http://return-on-clicks.com
  • 19. Too Frequent Updates Let’s make the list !  New  Last updated  Most recent  Top news http://return-on-clicks.com
  • 20. Social Hyperactivity “Keep engaging with others, and continue creating engaging content to see your Klout Score rise.” www.klout.com http://return-on-clicks.com
  • 21. Spinning Unique Content “Quickly Generate Hundreds Of Unique Versions of Your Articles Using This Revolutionary Software!” www.thebestspinner.com http://return-on-clicks.com
  • 22. Automated Content  Content curation  Optimization  Autopost www.posterous.com http://return-on-clicks.com
  • 23. THE RESULTING CONTENT INFLATION A chronic inflation of spam-like, ranking- driven content Ranking-driven content Original content return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 24. HASTENS OVERALL CONTENT GROWTH Ranking-driven content blends into content creation and speeds the content explosion return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 25. A VICIOUS GROWTH SPIRAL • The more “optimized” content, the less effective • The less effective it becomes, the more is produced return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 26. OUT OF CONTROL Optimized, ranking-driven content • outsmarts controls such as Panda • sucks up resources • stifles creativity • displaces and outgrows truly original content return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 27. EMAIL: DOMINATED BY SPAM 88% Spam = 7.5 times legitimate email 12% Abusive emails Unaltered delivered email Data Source Q4 2010 http://www.maawg.org/email_metrics_report. return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 28. CONTENT DOMINATED BY ‘OPTIMIZATION’? 10 x n billions of visible pages How soon could this happen? n billions of visible pages Spam-like, ranking-driven Original content content return-on-clicks.com 2011 return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 29. DERIVATIVES CAN OUTGROW THE ORIGINAL $680 290 financial derivatives =10 times the real economy $65 610 $53 510 Financial Derivatives World Capital Base Gross World Product (BIS est.) (CIA est.) (CIA est.) Financial data from The Crushing Potential of Financial Derivatives, D. Haas, Oct. 2008, www.themarketoracle.co.uk return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 30. LIVING WITH CONTENT INFLATION http://return-on-clicks.com
  • 31. FOUR STEPS 1. Stop fiddling around ‐ Ditch the blog and start a real content strategy 2. Manage your digital content assets - Inventory your texts, sounds, videos - Assess their customer engagement value 3. Reconcile content tactics and strategy - Optimizing content for rankings - Investing in longer term customer engagement 4. Empower your people - Your marketing/content people -- not interns, not the agency - Give them tools - Let them set ROI targets & metrics return-on-clicks.com, September 2011 http://return-on-clicks.com
  • 32. Parting words: Content was king. Now it’s a tyrant who knows no mercy. Therese Torris return-on-clicks.com ttorris@return-on-clicks.com