Search versus social content, and the value of content designers… found on the web this week

LinkedIn and content amplification

This week, I came across Chloe Brooke’s 5 Ways LinkedIn Can Help Your Freelance Business, and she links to this great Slideshare on Search versus Social content.

 

I attended a Business Gateway DigitalBoost workshop last night and it touched on many of the same themes. Companies can be a little obsessed with vanity metrics, like clicks or shares, instead of creating content that helps an audience find them and build trust with them. It’s important to create content that builds that long-term relationship, rather than just doing something for fun. Sean Kaye also talks about avoiding the lure of vanity metrics in his book No Hyperbole: The New Rules of Online Business.

Another fascinating tidbit from the workshop…

97% of users in the UK use Google to search. But Facebook and Alexa both use Bing. Will this start eating away at Google’s market share in the next 5 years as we welcome our AI overlords into our houses and cars? We’ll see. In the meantime, we’d better start paying attention to our Google rankings on Bing too.

Actually, what happened to Slideshare?

I used to love browsing the front page of Slideshare. It had an overview of new and awesome stuff from people I followed. This is how I first stumbled across B2B superstars Velocity Partners, online marketing super-freak (his words) Barry Feldman, and master presentation designer Eugene Cheng. Now the home page features old, irrelevant (and quite frankly, boring) slides instead of favourited categories and authors.

It wasn’t broke, so why fix it?

My advice to Microsoft… Bring back easy content discoverability.

Today’s boring Slideshare home page

 


Content design

Rachel McConnell talks about the value content designers bring to the research and design process in digital projects. As one of the first ‘UX-design-content-whatever’ in my old banking rewards team, it’s great to see this field emerging and maturing. It almost makes the endless debates with the marketing team worth it. Almost.

If you haven’t already, check out Sarah Richard’s book on the subject. I’ve signed up for Sarah’s content design workshop later this year, and I absolutely can’t wait. I probably shouldn’t be wishing my months away.

Here’s Sarah on the Content Strategy podcast with Kristina Halvorson

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