Around 2,7000 years ago, people started optimizing content so it could be discovered.
How? They built libraries.
Libraries have provided people with an organized repository where they can search for answers to their questions.
About 2,300 years ago, the Great Library of Alexandria in Egypt had a famous librarian, Callimachus, one of Greece's most famous poets and scholars.
But Callimachus' popularity didn't come from his storytelling. No, he introduced the first thematic catalog of library assets. On the surface, he built the world's first Google.
In this month's episode of Marketing Makers, I explore the evolution of content optimization, then overcoming the challenges of content optimization in 2021. Watch the full episode here or skip to mine. shows you a content optimization model for the future that takes into account all the ways people find information today.
[embed]https://www.youtube.com/watch?v=x9lulCTjRVo[/embed]
Modern content optimization framework
To meet the needs of your audience right now, you must Optimize your content for search engines, social channels, vertical channels, industry channels, and even your own.
I developed a framework to help you think about each attribute of today's content optimization model:
In this segment of As a marketer, I explain how this model helps you optimize content found across a dizzying array of channels where your audience searches for information.
[embed]https://www.youtube.com/watch?v=c8sewAXJL7I[/embed]
It all starts with optimizing for humans.
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Intent
Understand what your audience is looking for when they come to your content. Try to understand their intentions even better than they do.
The goal is to make information that matches their intent easily found. This is the focus of search engine optimization.
The focus of #SEOs is on making information that matches their intent easy to find, @Robert_Rose via @CMIContent said. #MarketingMakers Click to Tweet
Government
As you develop your content — whether you're educating, inspiring, entertaining, or simply providing guidance — the issue of authority is crucial. Detailed problem. Deep problem.
Authority is not distributed in a piece of content. It is communicated through your content library. These attributes include link attach and deliver relevant insights and more in-depth content, so your content consumers never need to go anywhere else.
Inside scene
In a word, the internal context attribute is about meaning. That could be your opinion . It may be the only way or solution to a problem. It can be information you choose to provide along with other information.
A clear, consistent and distinct point of view and/or meaning in your content is what makes it stand out when people are searching for answers. The way it is displayed also conveys a context, which can add to the interaction.
A clear, consistent, distinct point of view or meaning can make your #content stand out when people search for answers, @Robert_Rose said via @CMIContent. #WeeklyWrap Click to Tweet I call this the bet-fixing-bar problem. Someone at the bar said, “What is the answer to that question?” Your reply. They search and find answers to confirm what you have provided.
Usually, the questioner just nods, puts the phone in his pocket and continues.
But what if your answer garners more interest. It interests them, so they read it aloud to their friends, “You know that too…” And maybe they even bookmark it for future reading. That's the inner context you want to achieve.
Outside scene
Now, tech and automation solutions go into the optimization framework to support conditional contexts – how content appears on mobile versus desktop, or what viewing formats should prompt screen pops up .
You define how first-party data such as location, purchase history, content consumption, device type, etc., inform your display content.
In addition, use this data to decide what to include in social networks, vertical web pages, and other interfaces over which you do not control the screen.
Use first-party data to decide what to include in social media, vertical websites, etc., said @Robert_Rose via @CMIContent. #WeeklyWrap Click To Tweet
Describe
At this point in the framework, you create content that describes your content – to help machines categorize, measure, personalize, and enable content. This content usually falls into three categories:
- Descriptive metadata – terms of content classification. This could be the audience personality, buyer journey stage, author, or the product category it supports.
- Administrative metadata – content management factors such as publication date, expiration date, rights management, legal or compliance classification, etc.
- Structural metadata – details help connect a content assets others. It could be a data set that responds to a prompt such as “If you liked this, you might like this too.”
Technology
At this last point in the framework, optimize for search technology to expose it to your audience. For example, make sure that Websites load quickly and your content is optimized for viewing on mobile devices.
Templatize reusable content blocks, such as standard brand language, product descriptions, and legal footers.
Go out like Callimachus
This optimization framework can help you organize your thoughts to consistently deliver the best experience for your audience.
Start with optimizing for humans. Once you understand your audience and their intent, you can optimize your content for easy find. When you create in-depth, valuable, informative, and engaging content with authority, you can bring out the best in your content and foster a better internal context.
With that achieved (or working on), you can move on to the technology side of optimization with an external context, such as mobile, search, social, etc. can describe that content so machines can understand and do more with it and use technical solutions to present it optimally.
To put it more simply: You ARE Callimachus. You are more than just a poet and storyteller; I am librarian again. You are here to guide people to the best stories when they need it.
Cover photo of Joseph Kalinowski / Content M arketing institute
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