Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value
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John Kowal, Global Marketing Manager, Schneider Electric ELAU Packaging Solutions. Blogs and other social media work great for aficionados with time on their hands, but not so for busy automation professionals. Likewise, the harder that online ad formats in e-newsletters and websites to attract click-throughs, the less they draw from hype-weary prospects.
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Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value
- 1. Beyond Web 2.0 Online publishing delivers measurable value
- 3. Click rates favor frequency and content 2 digital mags in 2006 3 digital mags in 2007, 2008
- 4. What about social media in automation? Source: ISA
- 10. How informative was content? Digital magazine survey
- 11. Your impression after reading? Digital magazine survey
- 12. Traffic sources favor Google, publisher
- 13. SEO boost: established publisher
- 14. SEO boost: breadth & depth of articles
- 15. SEO boost: lots of keywords
- 17. So, don’t just sit there and Tweet. Go forth and publish!
Notes de l'éditeur
- Weekly articles generate lots of diverse content Working with established publisher leverages their SEO Massive breadth and depth of content scores with search engines After all, can I afford to own Google keywords? You will see the packworld.com article every time you go to the home page. You will not see the home page ad – it’s in rotation Digital magazine is low in frequency but high in push and in content – 3 months’ worth of online articles Together, they cover the bases for us
- What happened in 1995? The World Series went on as usual. The Hubble took amazing pictures of the far end of our galaxy. Movies like Dead Man Walking were box office hits. The running of the bulls went on as usual in Pamplona. Global warming went on as usual. Princess Di set the style for women’s hair. Space shuttle mission STS 74 went on as usual. Of course, there was Windows 95. But on the far left, this little architecture called the Web was changing everything. In my lilttle world, we had a mail list, this moderated discussion on simple email programs like Eudora, with internet connections via things like Internet in a Box. ISPs were avante garde. We were discussing issues about controls and automation marketing and making friends around the world.
- Wikipedia says (so it must be true): Content is king The phrase can be interpreted to mean that - without original and desireable content, or consideration for the rights and commercial interests of content creators - any media venture is likely to fail through lack of appealing content, regardless of other design factors. Content can mean any creative work, such as text, graphics, images or video. "Content is King" is a current meme when organizing or building a website [3] (although Andrew Odlyzko in "Content is Not King" argues otherwise). Text content is particularly important for search engine placement. Without original text content, most search engines will be unable to match search terms to the content of a site. [4]
- Established publisher gets noticed by Google Note various domains, all the same publisher, highlighting the digital magazine on its sites: Packworld.com, automationworld.com, globalpackagegallery.com. It also appears from the percent of new hits that packworld.com is a launchpad for return visits. ‘ Direct’ can be coming from our own promotions, word of mouth, our own people typing in the URL, some return traffic.