FACING CONTENT INFLATIONTherese TorrisAugust 2011http://return-on-clicks.com
700 MILLION ONLINE PUBLISHERS ARE  FORCED INTO (SOME FORM OF) SPAMMINGhttp://return-on-clicks.com
AGENDA• Why publishers are forced to (sort of) spam• How they go about it• The resulting content inflation• Learning to li...
1 IN 10 PEOPLE WW IS A PUBLISHER• 200 million Web sites• 170 million blogs• 1 million eBooks on the Kindle• 500 000 applic...
PRODUCING MORE AND MORE CONTENT15 billion new pages in Google’s index in 3 months                                        S...
RICHER CONTENTMore text, more pictures, sounds & video                         Data source: WebSiteOptimization.com , 2011...
FASTER• 60 million blog posts per day• 140 million tweets per day• 70 million hours of video uploaded    on YouTube per da...
USERS ARE OVERWHELMED     Consuming    content is like    drinking from      a fire hose return-on-clicks.com, September 2...
USERS RELY ON GATEWAYS TO FILTER, SORT & RANK return-on-clicks.com, September 2011http://return-on-clicks.com
LEADING GATEWAYS TAKE IT ALLNetwork effects reinforce                                                         Bingthe domi...
TOP RANKINGS TAKES IT ALL No traffic from gateways beyond the top rankings: • First pages             36,4% • Top 10 • Top...
CONTENT VISIBILITY IS SQUEEZED• Listed, or not• Sorted into index’s  categories/taxonomy                   PageRank       ...
PUBLISHERS STRUGGLE FOR VISIBILITY                                                   acme.com                             ...
PUBLISHERS HAVE NO CHOICE          BUT TO CREATE CONTENT « OPTIMIZED »                FOR GATEWAY RANKINGShttp://return-on...
OPTIMIZATION VS SPAM : A FINE LINE• Publish or perish           • More           • More often           • Richer content  ...
Publish or Perish   “If you want to remain top of mind you have to    find a way to converse much more frequently         ...
Content Farming     “Content is Marketing. Adding customized  high-quality content from Demand Media is an   efficient way...
Ubiquitous Content Farming           SEO changed the newsroom:  “Almost all of our posts are written, or should be        ...
Too Frequent Updates     Let’s make the list !      New      Last updated      Most recent      Top newshttp://return-...
Social Hyperactivity       “Keep engaging with others, and continue      creating engaging content to see your Klout      ...
Spinning Unique Content                “Quickly Generate Hundreds Of                Unique Versions of Your Articles      ...
Automated Content      Content curation      Optimization        Autopost                              www.posterous.co...
THE RESULTING CONTENT INFLATION               A chronic inflation             of spam-like, ranking-                  driv...
HASTENS OVERALL CONTENT GROWTH           Ranking-driven content         blends into content creation            and speeds...
A VICIOUS GROWTH SPIRAL• The more “optimized”    content,    the less effective• The less effective it becomes,    the mor...
OUT OF CONTROLOptimized, ranking-driven content• outsmarts controls such as Panda• sucks up resources• stifles creativity•...
EMAIL: DOMINATED BY SPAM                                  88%                                                        Spam ...
CONTENT DOMINATED BY ‘OPTIMIZATION’?                             10 x n billions of                               visible ...
DERIVATIVES CAN OUTGROW THE ORIGINAL                          $680 290                                                    ...
LIVING WITH CONTENT INFLATIONhttp://return-on-clicks.com
FOUR STEPS1. Stop fiddling around     ‐     Ditch the blog and start a real content strategy2. Manage your digital content...
Parting words:       Content was king. Now it’s     a tyrant who knows no mercy.Therese Torrisreturn-on-clicks.comttorris@...
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Online, everybody and their dog is a publisher. Some 700 million retailers, brand owners, corporate bloggers, media, and private users who want to reach online users as friends or as customers publish digital content. The resulting content explosion creates an intense competition for online visibility.

In their quest to be visible on line, publishers have no choice but to produce more and more spam-like content optimized to meet the ranking criteria of leading traffic gateways: the few traffic drivers that dominate their category such as Google, Bing, the AppStore, Facebook, Twitter, YouTube, and Amazon. This creates a rampant content inflation, a massive input of low-value-added content that worsens the content explosion. Optimized content can easily displace, and could even ultimately outgrow original content.

I show concrete examples of how pervasive ranking-optimized content is and how difficult it is to draw the line between optimization and straightforward spam. On the contrary, optimization blends in. We must learn to live with it – which for businesses means having a real content strategy.

Agenda

Why publishers are force to (sort of) spam
How they go about it
- Publish or perish
- Content farming
- Too frequent updates
- Social Hyperactivity
- Spinning Unique Content
- Automated Content
The resulting content inflation
Learning to live with it

Published in: Affaires, Technologies, Design
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  • @barrydeutsch You're absolutely right having an audience is key. sorry for missing your comment earlier.
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  • @AnnaB.amsterdam You're welcome (just saw your comment!)
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  • Just what I needed, thank you!
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  • The problem is that so many 'content publishers' are just throwing content into mainstream feeds that get lost in the noise.

    I've found that having a target audience - whether that be the subscribers on your facebook page, your niche google+ circle, or your focused email list - this is as important as the content you share with your network/subscribers/fans.

    I've also discovered that there is a very fine line between overwhelming your network/subscribers/fans and providing enough content to keep them coming back for more. Every niche is different.

    My content curation and marketing strategy is constantly evolving based on watching others, testing, seeking feedback, and fighting the urge not to make it a sales message.

    Barry Deutsch
    Partner
    IMPACT Hiring Solutions
    http://www.impacthiringsolutions.com
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Facing content-inflation-slide-show

  1. 1. FACING CONTENT INFLATIONTherese TorrisAugust 2011http://return-on-clicks.com
  2. 2. 700 MILLION ONLINE PUBLISHERS ARE FORCED INTO (SOME FORM OF) SPAMMINGhttp://return-on-clicks.com
  3. 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 2011http://return-on-clicks.com
  4. 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 2011http://return-on-clicks.com
  5. 5. PRODUCING MORE AND MORE CONTENT15 billion new pages in Google’s index in 3 months Source: Worldwidewebsize.com 2011 return-on-clicks.com, September 2011http://return-on-clicks.com
  6. 6. RICHER CONTENTMore text, more pictures, sounds & video Data source: WebSiteOptimization.com , 2011 return-on-clicks.com, September 2011http://return-on-clicks.com
  7. 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 2011http://return-on-clicks.com
  8. 8. USERS ARE OVERWHELMED Consuming content is like drinking from a fire hose return-on-clicks.com, September 2011http://return-on-clicks.com
  9. 9. USERS RELY ON GATEWAYS TO FILTER, SORT & RANK return-on-clicks.com, September 2011http://return-on-clicks.com
  10. 10. LEADING GATEWAYS TAKE IT ALLNetwork effects reinforce Bingthe 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 2011http://return-on-clicks.com
  11. 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 2011http://return-on-clicks.com
  12. 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 2011http://return-on-clicks.com
  13. 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 eBayacme.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 2011http://return-on-clicks.com
  14. 14. PUBLISHERS HAVE NO CHOICE BUT TO CREATE CONTENT « OPTIMIZED » FOR GATEWAY RANKINGShttp://return-on-clicks.com
  15. 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 2011http://return-on-clicks.com
  16. 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, 2010http://return-on-clicks.com
  17. 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.comhttp://return-on-clicks.com
  18. 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.comhttp://return-on-clicks.com
  19. 19. Too Frequent Updates Let’s make the list !  New  Last updated  Most recent  Top newshttp://return-on-clicks.com
  20. 20. Social Hyperactivity “Keep engaging with others, and continue creating engaging content to see your Klout Score rise.” www.klout.comhttp://return-on-clicks.com
  21. 21. Spinning Unique Content “Quickly Generate Hundreds Of Unique Versions of Your Articles Using This Revolutionary Software!” www.thebestspinner.comhttp://return-on-clicks.com
  22. 22. Automated Content  Content curation  Optimization  Autopost www.posterous.comhttp://return-on-clicks.com
  23. 23. THE RESULTING CONTENT INFLATION A chronic inflation of spam-like, ranking- driven content Ranking-driven content Original content return-on-clicks.com, September 2011http://return-on-clicks.com
  24. 24. HASTENS OVERALL CONTENT GROWTH Ranking-driven content blends into content creation and speeds the content explosion return-on-clicks.com, September 2011http://return-on-clicks.com
  25. 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 2011http://return-on-clicks.com
  26. 26. OUT OF CONTROLOptimized, ranking-driven content• outsmarts controls such as Panda• sucks up resources• stifles creativity• displaces and outgrows truly original content return-on-clicks.com, September 2011http://return-on-clicks.com
  27. 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 2011http://return-on-clicks.com
  28. 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 2011http://return-on-clicks.com
  29. 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 2011http://return-on-clicks.com
  30. 30. LIVING WITH CONTENT INFLATIONhttp://return-on-clicks.com
  31. 31. FOUR STEPS1. Stop fiddling around ‐ Ditch the blog and start a real content strategy2. Manage your digital content assets - Inventory your texts, sounds, videos - Assess their customer engagement value3. Reconcile content tactics and strategy - Optimizing content for rankings - Investing in longer term customer engagement4. 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 2011http://return-on-clicks.com
  32. 32. Parting words: Content was king. Now it’s a tyrant who knows no mercy.Therese Torrisreturn-on-clicks.comttorris@return-on-clicks.com
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