Notes from #a4uexpo

The good thing about being a cross discipline communicator is that you get to see the best of both internal and external communication practices. Today I was a delegate at the affiliate marketing (now called performance marketing) conference a4uexpo in London.

It was a great day and confirmed my previous thoughts that every communicator should experience a different discipline to really put ‘thinking’ into perspective and to create a greater understanding of communications across the board.

I learnt (and re-learnt) more than i can remember today but here are my highlights from some great sessions.

Session 1 – Launching a brand a fiercely competitive market
Traffic sources Q1 – 80% PPC, 15% Organic, 5% email
Focus – Building links and optimising
Traffic sources Q2 60% PPC 25% Organic, 10% email, 5% other
Focus – Competitors, landing page optimisation
For affiliates differentiate the landing page with reviews and video. Content is still king even from data feeds.
Put offers into Meta descriptions – this takes away the PPC activity and reduced costs. It was the most eye-catching meta description.

Session 2 Analytics
Try to take out sections from the Google funnel
Try Yoast
Only measure what you need and segregate data
Measure sections/categories rather than whole site
Group channels ie Facebook and Twitter as Social Media

Session 3 – linkto Video
Jeager catwalk video online on homepage;play video click on model’s clothes and be taken to basket with that item in. Shopping straight from video.
Content is becoming bigger than the channel
Facebook video takeover – PR from great videos

Session 4 – Online in 2020
Fragmented landscape
Middle ground between search (Google) and content (Facebook)
Payments from Facebook accounts
Less privacy concerns
Content worth more than mediums – look out for XFactor TV
Affiliates need to be fleet of foot and move quickly to capture customers
Communications = disruption open API’s and transparency

Session 5 – Link building
Never buy a link based on PR (pagerank)
Buy links from reputable agencies – Doh!
Constantly update content
Build links to different sections
Watch competition – they are watching you
Control inward links by creting own external content on different IP’s

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Tagging content within an organisation

My last post looked at the importance of search as the main function of an organisational intranet. Search capabilities on any platform rely on the correct tagging and categorisation of the data added onto the platform. So how does an organisation ensure the correct tagging and categorisation of content? Whilst there will always be an element of human error, there are simple ways to minimise the risk of erroneous content tagging.

The easiest way is to predefine and predict what content is going to be uploaded and offer predetermined tags and meta data for content editors to use. This is by far the simplest way, but it is pretty basic in terms of the variety and the creation of new tags and new categories.

There are more refined options available. Firstly the emergence of intelligent platforms, which suggest tags and relevant categories based on the core content within the data. This is a great way of correctly tagging content based on actual content. The issue here is that the suggested tags have to be predefined otherwise there could be an infinite amount of tags and categories.
The third option, which develops on the previous two points is to ‘crowdsource’ the correct tags and let the users decide how the content should be tagged and categorised. Again I’d offer recommended master tags but then it would be over to the audience to choose the most relevant tags. This works as the audience actually engages in the content as they have an interest in the task they are doing. This also keeps the tags current and relevant to the audience.

The importance of tagging is essential to the success of any contemporary intranet. These are a few of the methods used in encouraging correct content tagging and categorisation. There are more sophisticated methods of data categorisation in which platforms use both intelligent suggestions based on the data and crowdsourcing but the above methods are the fundamental methods used across all platforms.