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Tom Gerace

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What: Skyword acquired custom video production and animation marketplace Vidaao for an undisclosed sum. Following the acquisition Skyword will have rights to the Vidaao platform and freelancer community. In addition, Skyword received a US $11 million investment in growth financing from Cox Media Group. Skyword will also open a new office in NYC.
Why it matters:  Content Marketing Services continue being in high demand and Skyword financing intends to meet that demand with more services and resources. The acquisition of video production company Vidaao also highlights online video as a key element in the content marketing services mix.

descargaSkyword has acquired Vidaao, a New York City-based video creation platform with a robust freelance video producer community. As a result, the  platform and service provider is adding a NYC office to its Boston, Pittsburgh, and Palo Alto locations. The company has also closed an additional US $11 million in growth financing.

Although Skyword has not disclosed the terms of the acquisition, Skyword will have rights to the Vidaao platform, freelancer community, and has also hired all Vidaao employees. As many other companies, Skyword has been struggling to create video at the scale required in today’s digital age and with the level of quality that will move people to act. According to Skyword CEO Tom Gerace , businesses want to create a volume of high-quality video content on a consistent basis to engage their online audiences. “Unfortunately, the process is messy, expensive, and hard to scale when working with one-off vendors. By bringing Vidaao into the content creation process, Skyword gives businesses access to more than 1,000 videographers who specialize in live action and animation production. We’re giving brand marketers direct access to creatives, cutting out the middleman.”

Online Video creation can be a messy, expensive, and hard to scale process when working with one-off vendors. Now Skyword will be able to provide access to more than 1,000 videographers.

Vidaao is an online marketplace connecting buyers and sellers of custom video production services. Thanks to its network of video producers, clients only need to write down their briefs — Vidaao will then take care of production, planning, strategy and paperwork. Vidaao will basically help Skyword in solving the video challenge as it allows  matching the right creative with a brand’s unique needs and then simplify the production process from beginning to end – all within a single platform.

Growth Funding

Skyword has also raised an additional US $11 million in financing ,  to help fuel the company’s growth, expand its product and service offerings, and build its’ partner ecosystem. This additional investment from Cox Media Group allows Skyword  to continue investing in providing available enterprise-level technology, access to authentic voices and professional services.

There are also video producers with extensive experience in the U.S. Hispanic or Latin American marketers within the Vidaao freelance community. These markets , says Geraceare extremely important to Skyword: “they will continue to be a focus of ours moving forward.”

What: Skyword acquired custom video production and animation marketplace Vidaao for an undisclosed sum. Following the acquisition Skyword will have rights to the Vidaao platform and freelancer community. In addition, Skyword received a US $11 million investment in growth financing from Cox Media Group. Skyword will also open a new office in NYC.
Why it matters:  Content Marketing Services continue being in high demand and Skyword financing intends to meet that demand with more services and resources. The acquisition of video production company Vidaao also highlights online video as a key element in the content marketing services mix.

descargaSkyword has acquired Vidaao, a New York City-based video creation platform with a robust freelance video producer community. As a result, the  platform and service provider is adding a NYC office to its Boston, Pittsburgh, and Palo Alto locations. The company has also closed an additional US $11 million in growth financing.

Although Skyword has not disclosed the terms of the acquisition, Skyword will have rights to the Vidaao platform, freelancer community, and has also hired all Vidaao employees. As many other companies, Skyword has been struggling to create video at the scale required in today’s digital age and with the level of quality that will move people to act. According to Skyword CEO Tom Gerace , businesses want to create a volume of high-quality video content on a consistent basis to engage their online audiences. “Unfortunately, the process is messy, expensive, and hard to scale when working with one-off vendors. By bringing Vidaao into the content creation process, Skyword gives businesses access to more than 1,000 videographers who specialize in live action and animation production. We’re giving brand marketers direct access to creatives, cutting out the middleman.”

Online Video creation can be a messy, expensive, and hard to scale process when working with one-off vendors. Now Skyword will be able to provide access to more than 1,000 videographers.

Vidaao is an online marketplace connecting buyers and sellers of custom video production services. Thanks to its network of video producers, clients only need to write down their briefs — Vidaao will then take care of production, planning, strategy and paperwork. Vidaao will basically help Skyword in solving the video challenge as it allows  matching the right creative with a brand’s unique needs and then simplify the production process from beginning to end – all within a single platform.

Growth Funding

Skyword has also raised an additional US $11 million in financing ,  to help fuel the company’s growth, expand its product and service offerings, and build its’ partner ecosystem. This additional investment from Cox Media Group allows Skyword  to continue investing in providing available enterprise-level technology, access to authentic voices and professional services.

There are also video producers with extensive experience in the U.S. Hispanic or Latin American marketers within the Vidaao freelance community. These markets , says Geraceare extremely important to Skyword: “they will continue to be a focus of ours moving forward.”

Last Tuesday and Wednesday hundreds of marketing and media executives convened in Miami for #Portadalat. The Latin Online Video Forum and the Sixth Annual Latam Advertising and Media Summit. Below some highlights and intelligence obtained from a star roster of speakers and participants. #Portadalat 2015 will take place on June 4 and 5 2015  in Miami.

50% of ESPN Sales are multiplatform

Cynthia Evans, Managing Director Group, M Latin America, Josh Chasin, Chief Research Officer, ComScore and Marilyn Aldir, Digital Marketing Director at Televisa Publishing and Digital
THE QUEST FOR ONLINE VIDEO METRICS: Cynthia Evans, Managing Director Group, M Latin America, Josh Chasin, Chief Research Officer, ComScore and Marilyn Aldir, Digital Marketing Director at Televisa Publishing and Digital

One interesting fact provided during the Latin Online Video Forum was when Artie Bulgrin, SVP Global Research + Analytics, ESPN said that 50% of ESPN’s global sales are multiplatform. At the same panel, moderated by Cynthia Evans, Managing Director, Group M Latin America, Josh Chasin, Chief Research Officer at ComScore noted that in terms of online video metrics, “we are still operating in the wild west”. All panelists agreed that TV is going digital and will become a digital medium.”

Changing Media Mix

BRAND STORY TELLING: Carlos Espindola, e Hub Manager Latin America, 3M, Fernando Rodriguez, principal DG, Juan Carlos Pedreira, Partner/Senior Social Media Strategist Social Business Hub, Inc., Denisse Guerra, Regional Marketing Director Latam Estee Lauder
BRAND STORY TELLING: Tom Gerace, CEO, Skyword;Carlos Espindola, e Hub Manager Latin America, 3M; Fernando Rodriguez, principal DG; Juan Carlos Pedreira, Partner/Senior Social Media Strategist Social Business Hub, Inc. and Denisse Guerra, Regional Marketing Director Latam Estee Lauder

Denisse Guerra, Regional Marketing Director at Estee Lauder, noted that only four years ago 100% of Estee Lauder’s Latin American Advertising budget was invested in print media. Since the global beauty products company has diversified its ad buys and now also buys other media including digital media and TV. Guerra was one of the speakers in a panel on Brand story telling in Latin America moderated by Tom Gerace, CEO, Skyword. Gerace quoted a recent Skyword survey according to which 76% of marketers think that marketing has changed more in the past 2 years than in the past 50 years.

Mexican Investors have moved to Miami

Cesar Salazar, Venture Partner, 500 Startups
Cesar Salazar, Venture Partner, 500 Startups

In a conversation between Cesar Salazar, Venture Partner, 500 Startups and Victor Kong, president of Cisneros Interactive, Cesar Salazar explained that many Mexican venture capital and angel investors are now based in Miami from where they invest into the region. He also said that there are 2 to 3 venture capital companies in most Latin American countries. The public sector of all these countries supports VC’s. What does Salazar look for when investing in start-ups? Mostly the quality of the team and the size of the market opportunity. “It is not difficult to start a company, what is difficult is to scale its business.”

Good Design is as little Design as possible

Scott Dadich, Editor-in-Chief, Wired
Scott Dadich, Editor-in-Chief, Wired

Wired’s Scott Dadich who gave the #Portadalat’s keynote on “The future of technology by design” provided many insights about the interaction of technology and design. “Good design is as little design as possible”, Dadich claimed. “Good apps teach you as you go,” he added.

Dadich also talked to Portada about the current state of the media market. “There has never been a better time to be a journalist”, he said noting that the boom of content marketing has increased demand for journalists. On the increasing amount of  brand marketers becoming publishers, Dadich said that as a publisher-journalist he does not fear them: “We are really all in the business of fighting for attention and time.”  Dadich said that he recently increased Wired’s editorial team by 45 people, most of them in copy editing,fact checking and social media. Wired publishes between 40 and 60 online stories per day, including video stories. It recently increased its publishing time to 19 hours per day from 10 hours per day. Interestingly the home page amounts to less than 20% of total page views at Wired.com. Dadich is sceptical about rewarding journalists by the amount of clicks their stories get: “Clicks can be a race to the bottom.”  

 

El Presidente’s show

Fernando Fiore,
Fernando Fiore, “El Presidente” de la Republica Deportiva, Univision

Attendees very much enjoyed Fernando Fiore, “El presidente’s” conversation with Pacino Mancillas, Partner at AC&M Group. Fiore reminisced about all the World Cups he has been present at as well as about his friendship with many soccer legends. He voiced concern about Brazil’s readyness to host the World Cup in terms of its infrastructure. Fiore also noted how Soccer and Soccer Marketing has changed over the last decade: “It has become a huge entertainment business,” he said.

Check out more pics from #Portadalat!

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015, in Miami

Last Tuesday and Wednesday hundreds of marketing and media executives convened in Miami for #Portadalat. The Latin Online Video Forum and the Sixth Annual Latam Advertising and Media Summit. Below some highlights and intelligence obtained from a star roster of speakers and participants. #Portadalat 2015 will take place on June 4 and 5 2015  in Miami.

50% of ESPN Sales are multiplatform

Cynthia Evans, Managing Director Group, M Latin America, Josh Chasin, Chief Research Officer, ComScore and Marilyn Aldir, Digital Marketing Director at Televisa Publishing and Digital
THE QUEST FOR ONLINE VIDEO METRICS: Cynthia Evans, Managing Director Group, M Latin America, Josh Chasin, Chief Research Officer, ComScore and Marilyn Aldir, Digital Marketing Director at Televisa Publishing and Digital

One interesting fact provided during the Latin Online Video Forum was when Artie Bulgrin, SVP Global Research + Analytics, ESPN said that 50% of ESPN’s global sales are multiplatform. At the same panel, moderated by Cynthia Evans, Managing Director, Group M Latin America, Josh Chasin, Chief Research Officer at ComScore noted that in terms of online video metrics, “we are still operating in the wild west”. All panelists agreed that TV is going digital and will become a digital medium.”

Changing Media Mix

BRAND STORY TELLING: Carlos Espindola, e Hub Manager Latin America, 3M, Fernando Rodriguez, principal DG, Juan Carlos Pedreira, Partner/Senior Social Media Strategist Social Business Hub, Inc., Denisse Guerra, Regional Marketing Director Latam Estee Lauder
BRAND STORY TELLING: Tom Gerace, CEO, Skyword;Carlos Espindola, e Hub Manager Latin America, 3M; Fernando Rodriguez, principal DG; Juan Carlos Pedreira, Partner/Senior Social Media Strategist Social Business Hub, Inc. and Denisse Guerra, Regional Marketing Director Latam Estee Lauder

Denisse Guerra, Regional Marketing Director at Estee Lauder, noted that only four years ago 100% of Estee Lauder’s Latin American Advertising budget was invested in print media. Since the global beauty products company has diversified its ad buys and now also buys other media including digital media and TV. Guerra was one of the speakers in a panel on Brand story telling in Latin America moderated by Tom Gerace, CEO, Skyword. Gerace quoted a recent Skyword survey according to which 76% of marketers think that marketing has changed more in the past 2 years than in the past 50 years.

Mexican Investors have moved to Miami

Cesar Salazar, Venture Partner, 500 Startups
Cesar Salazar, Venture Partner, 500 Startups

In a conversation between Cesar Salazar, Venture Partner, 500 Startups and Victor Kong, president of Cisneros Interactive, Cesar Salazar explained that many Mexican venture capital and angel investors are now based in Miami from where they invest into the region. He also said that there are 2 to 3 venture capital companies in most Latin American countries. The public sector of all these countries supports VC’s. What does Salazar look for when investing in start-ups? Mostly the quality of the team and the size of the market opportunity. “It is not difficult to start a company, what is difficult is to scale its business.”

Good Design is as little Design as possible

Scott Dadich, Editor-in-Chief, Wired
Scott Dadich, Editor-in-Chief, Wired

Wired’s Scott Dadich who gave the #Portadalat’s keynote on “The future of technology by design” provided many insights about the interaction of technology and design. “Good design is as little design as possible”, Dadich claimed. “Good apps teach you as you go,” he added.

Dadich also talked to Portada about the current state of the media market. “There has never been a better time to be a journalist”, he said noting that the boom of content marketing has increased demand for journalists. On the increasing amount of  brand marketers becoming publishers, Dadich said that as a publisher-journalist he does not fear them: “We are really all in the business of fighting for attention and time.”  Dadich said that he recently increased Wired’s editorial team by 45 people, most of them in copy editing,fact checking and social media. Wired publishes between 40 and 60 online stories per day, including video stories. It recently increased its publishing time to 19 hours per day from 10 hours per day. Interestingly the home page amounts to less than 20% of total page views at Wired.com. Dadich is sceptical about rewarding journalists by the amount of clicks their stories get: “Clicks can be a race to the bottom.”  

 

El Presidente’s show

Fernando Fiore,
Fernando Fiore, “El Presidente” de la Republica Deportiva, Univision

Attendees very much enjoyed Fernando Fiore, “El presidente’s” conversation with Pacino Mancillas, Partner at AC&M Group. Fiore reminisced about all the World Cups he has been present at as well as about his friendship with many soccer legends. He voiced concern about Brazil’s readyness to host the World Cup in terms of its infrastructure. Fiore also noted how Soccer and Soccer Marketing has changed over the last decade: “It has become a huge entertainment business,” he said.

Check out more pics from #Portadalat!

The 7th Annual Latam Advertising and Media Summit will take place on June 4 and 5 2015, in Miami

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

geraceIn today’s article of our series on CONTENT MARKETING presented by SkywordTom Gerace, founder and CEO of Skyword, analyzes how marketers should approach Google’s recent and fundamental change of encrypting referring keyword data when it hands search traffic to marketers. The task ahead is even more complex for organizations with web presences in the U.S. Hispanic market and in countries throughout Latin America.

For years, marketers have analyzed Google keywords to understand what topics their customers search for most and how they search for them. This week, Google made a fundamental change to how it refers website traffic, obscuring the search phrases that drive consumers to brands’ websites.

We expect Google will continue to encrypt traffic until this method of measurement is no longer available.

Navigating-the-fog-of-google-keywords-encryption-300x187Like a thick fog rolling across the San Francisco Bay, this change has left many marketers with the sensation that they are flying blind. As those who have flown through stormy weather know, however, you can fly just fine through fog, as long as you have the right instruments guiding the way.

Smart content marketers pay significant attention to search and social.

Search is the leading way that people actively discover new information.

We search for content more than 21 billion times each month in the United States, and more than 115 billion times around the world. When we click away from the search window, 85 percent of the time we click on the organic content links on the page, not the paid advertising links.

Social is the leading way that people discover information passively.

We share content 36 billion times each month. We pass along content other people have shared another 90 billion times monthly. When consumers click away from social, they click on the content links their friends have shared or passed along. In short, search and social have become the de facto gateways to the consumer.

Thoughtful marketers now know that quality, original content is the key to reaching people.

How It Works

Foto: Esocialmediashop. Bajo licencia Creative Commons.

Marketers have competed for natural search traffic for years. They analyzed Google keywords to understand how their consumers and prospective buyers search for information, and learned how consumers discovered their sites. They optimized site structure and current content to appear higher in search rankings. They then identified topics of interest to their customers that they had not addressed, and created content to meet those information needs (again optimizing that content so Google would list it at the top of search results).

This work is even more complex for organizations with web presences in the U.S. Hispanic market and  in many countries throughout Latin America. Simply translating a web site is not sufficient because translated keyword phrases,top competitors, search volumes, and even popular search engines all vary from one country to the next.

Finally, marketers use a number of methods to measure their success.

To analyze how their content performs in search and how their consumers actually navigate to their sites, marketers used a number of approaches:

  • Tagging: Website and content analytics platforms, including Google Analytics and Omniture (and our own platform at Skyword), use tracking tags to identify the source of traffic to that site. Historically, these platforms have captured the URL of the site that referred the traffic (the “referring URL”) and aggregated that data into different reports. For traffic coming from Google, this URL would be something similar to google.com/search?q=keyword. The q= is the actual keyword that was searched for. One of the most useful reports showed the specific keywords that consumers were searching for when they came to the marketer’s site.
  • Scanning Search Results: Services like BrightEdge or Conductor (or, again, Skyword’s own platform) take a different approach, running thousands of searches everyday across a broad set of keywords. These systems then examine where marketers’ content appears on search engine results pages (SERPs), and reports that search performance to them.
  • Google Webmaster Tools: Google also offers a set of tools to webmasters that provide them with some broad, aggregate data on search performance.

What Has Changed?

To protect consumer privacy, Google will be encrypting the referring keyword data when it hands search traffic to marketers. Analyzing data across Skyword’s clients and the hundreds of thousands of pieces of content we track for them, we saw that Google currently encrypts about 82 percent of traffic (up from just under 30 percent as recently as last week).

We expect Google will continue to encrypt traffic until this method of measurement is no longer available. We were flying on a clear day, with direct visibility into what people were searching for, but Google has just introduced dense fog.

Content marketers that rely on Google Analytics, Omniture, or content marketing platforms that derive all of their search data from those systems are suddenly flying blind. They have limited visibility into which of their content marketing efforts are succeeding or failing. Absent that data, they cannot guide their future work toward greater success.

What Hasn’t Changed?

Well, let’s start with the big picture:

  • Search is and will remain the primary means of active information discovery.  People searched 4 billion times yesterday. They will search about 4 billion times today. They will search about 4 billion times tomorrow and the day after that.
  • When people click away from search results, they will still click on the content links 85 percent of the time. So natural search will drive the same value (the equivalent of billions of dollars in traffic each month) to brands that it did before.
  • Search optimized content will still appear higher in search results, just as it did before. Those markers that create SEO content will continue to win an increasing share of that natural search traffic.

In short, smart marketers will continue to compete for natural search traffic, just as aggressively as they did before Google’s change.

On the search logistics side:

  • Data from systems that scan search results, like Skyword’s content marketing platform, Conductor, or BrightEdge’s search analytics platforms, are unaffected. We will continue to run those searches every day, we’ll continue to gather information about where a brand is ranking and where their competitors are ranking, and we’ll provide insight that will guide content marketing efforts in the future.
  • Google’s Webmaster Tools will also provide aggregate data for websites, showing the top 2,000 terms that are driving traffic to a site. This data provides a broad snapshot of where a site is succeeding, but does not provide the refined data down to the page level that was available on Google Analytics and other sites before. It is also limited to 2,000 terms, preventing marketers from understanding or competing for the long tail.

How Marketers Can Navigate the Changes

Marketers that understand their customers’ information needs, and respond to those needs by creating original, quality, search-optimized content, will still drive significant reach and engagement via natural search.

The impact of Google’s change on your organization depends, in part, on how you have been flying.

Brands that rely on tag-based systems alone (Google Analytics, Omniture, and social platforms that lack robust search functionality) will have some data in aggregate. Beyond this aggregate data, however, they will be flying blind. They will lose the specific keyword-level and page-specific analytics that allow them to develop search-informed content strategies and maximize natural search traffic.

Seeing this change coming, we built a sophisticated search results scanning capability into Skyword’s content marketing platform more than a year ago. Because of that technology, marketers using our platform can still identify keywords to target, optimize their content for search, measure how their content performs against those keywords, and evaluate search performance down to the individual article level. Marketers not using Skyword will need to consider a service like BrightEdge or Conductor to track their content search performance, in addition to whatever platform they may use.

For example, the report below, showing keyword rank success for a content marketing platform (site wide and down to the individual keyword and article level) will perform unchanged.

Likewise, we will still be able to recommend keywords where you ought to compete for traffic, and identify those where you would not see significant benefit, as illustrated below.

Equally important, we will still be able to guide writers and editors to create and optimize their content to maximize search performance. And this optimization will still be just effective as it was before.

Soaring Above the Fog

Google has introduced a new weather pattern and obscured some of the data that content marketers love to see. Natural search traffic remains just as valuable today as it was yesterday. And the fog doesn’t mean your natural search traffic can’t take off. Brands that are equipped with the right technology can compete for that traffic just as successfully as they did before. Perhaps more so, for a while, since brands not similarly equipped will remain grounded or be flying blind.

This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.

Other articles of the CONTENT MARKETING SERIES:

CONTENT MARKETING: What do we mean when we talk about “content marketing”?

CONTENT MARKETING: Flying Through the Fog: A Marketer’s Guide to Navigating Search After Google Keywords Were Encrypted

CONTENT MARKETING: What we can learn from Iron Mountain, IBM and Autotrader

CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?

CONTENT MARKETING: Spanish Language: What opportunities does it afford?

CONTENT MARKETING: How P&G, Clorox and Tampico engage Hispanic audiences

CONTENT MARKETING: How Pepsi’s “Cultural Fluency” concept translates into Content Marketing executions

Tom Gerace_Skyword_webIn 2002, Tom founded Be Free where he served as the Chief Marketing Officer. In that role, he was awarded two U.S. Patents, for profiling computer users and targeting advertising based on that profiling. He raised more than $200 million and launched both U.S. and European operations. Under Tom’s direction and leadership, Be Free was acquired by ValueClick in 2002. In 2010 Tom founded Skyword, Inc, a platform that manages every aspect of an organization’s content production process. Skyword’s clients include IBM, United Way Worldwide, Wall Street Journal and Autotrader.com.