The aim of content discovery is to accelerate the discovery of the client’s online content assets built up when writing knowledge base articles, whitepapers and blogs as specified here. This particular stage is the bit that comes before any link outreach or content marketing (or inbound marketing as it is also known).Whilst having an optimised site architecture and user friendly and search readable pages are great. It can take a rather long time to build a readership and/or a site audience i.e. repeat visitors if you don’t set up channels that allow people to discover your content easily.
That is what the dear reader would like to know, would you? So here goes:
Digital asset optimisation (DAO)
This means taking a review of all the different media types used on your site to communicate your brand messages i.e. why you’re in business and why you’re different. This could be in the form of powerpoint slide decks, images, videos, audio files, and other media types. Once you have taken stock, the next phase is to:
1. Ensure the assets are search optimised in the website itself. Afterall, no use pointing links from these DAO sites if you haven’t optimised the presentation of these assets within your own site. This also includes using Rich Snippets (preferably microdata) to help search engines understand the context of the media and the accompanying descriptions used with the media file.
2. Seed the assets to the appropriate sites like YouTube (video), Flicker (images), Slideshare (slidedecks) and make sure you add unique media abtracts as descriptions with a link to the appropriate section of your site.
Social media platforms
Social media is such an overused word in the industry, but our definition is Twitter, Facebook, LinkedIn, Pinterest and Google Plus which is the megaphone for announcing your content on your social media profiles to your followers. Isn’t this the whole point of social media? To share content to people who care about who you are or what you do or both? So you simply compose a headline accompanied by a link to your content on your site and publish. The benefit of such activity of course is that you build a profile with history which helps build followers and hopefully customers and evangelists.