Conference: Focus On Content Creation
In my own recommendations on the "Where to Next" panel, I talked about how brands are moving toward content creation in an engaging, non-spammy manner. If you've read my previous columns for MediaPost, then you know a lot about where I'm coming from. Social's impact on SEO is huge, and is now concrete in its ties to SEO, with the adoption of social signals in Bing and Google. We discussed all the fun scenarios for future search, but the bottom line is that in the near future, search will still be much of what we're currently used to: constantly reapplying the basics of SEO. Content, content, content. Earning links, instead of begging for them.
To a large crowd in the Great Content session, Jarboe and White gave attendees more than enough to do for their hour's worth. Jarboe took a deep dive in showing how Demand Media has leveraged search tactics to skillfully redefine new aspects of content production and journalism, and also covered ways that they can begin to leverage their strategy using demand and supply sides tactics for effective digital content production.
Byron White took a really deep dive that got into the details of creating a brand content strategy. He also stressed one particularly helpful idea: to listen to your audience through research, and not make any assumptions. If this audience managed to let that sink in, then the whole conference might just be worth their while.
Before the panel, Jarboe also took an informal poll of how many new and veteran attendees were in the audience. Only Greg, Byron White and I raised our hands when Jarboe asked who had been attending the NYC SES show since 2004. For most of the audience -- at least 90%-95% - this was their first time attending SES NY. As we have seen in the past few years at this particular show, the percentage of new attendees has grown considerably, but it does not seem to be at the expense of the size of the show. Overall, this is strong evidence that marketers should continue to provide ongoing education in many different aspects of search, and also that many new people are entering the business.