Skyword Brings 'Search Driven Media' To Corporate Sites

  • by May 19, 2011
Skyword, a 6-month-old Boston-based start-up, is combining search with online content creation to generate traffic for sites such as Pampers. com and Infoboom, an IBM community for mid-size businesses.

Speaking on a digital trends panel put together by Omnicom Media Group search agency Resolution Media, Skyword founder and CEO Tom Gerace said the IBM campaign began earlier this week.

Skyword determines what content mid-size businesses are searching for, then enlists a few dozen bloggers and other writers to create that content for the Infoboom site. The material is then optimized to show up in news search results, with the results linking directly to Infoboom. For Pampers, a similar process is used with "mom" topics.

According to Skyword's Web site, clients using its "search-driven media" include Everyday Health and the Spanish-language media company ImpreMedia. Investors in the company include Allen & Company, Progress Ventures and American Public Media Group.

Also on the Resolution Media panel, Jesse Haines, head of Google's mobile ads marketing team, said the company has just launched a mobile version of its Ad Preference Manager, which allows users to remove or add categories to control ads on sites running Google display ads.

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