17 Mar 2010

Content Strategy Interview with Expert Lawrence Coburn

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RateItAll.comIn the little over a year that I’ve been working here at Vertical Measures I must admit that I’ve been very lucky to meet and speak with some of the most interesting and influential people in the interactive space. I thought that it was about time to start sharing the fantastic information that I am able to derive from these interactions with the Vertical Measures blog readers.

Recently, I was able to interview Lawrence Coburn, an original founder of RateItAll, who has been obsessing about social media combined with consumer ratings since the 90’s. He is a frequent public speaker on topics related to user generated content, SEO, and social media distribution. He sat on a panel at the Online Marketing Summit in San Diego with our president, Arnie Kuenn, a couple of weeks ago, and his insight into content strategy in my opinion is invaluable. In this interview, Lawrence discusses content strategy, viral content curation and his organization RateitAll.
Elise Redlin-Cook: Let’s start with a general question.  We have always heard that content is king, but content strategy and development are truly gaining traction now.  What do you see happening over the next 2 or 3 years with respect to content strategies?Lawrence Colburn, RateItAll.com
Lawrence Coburn: For years now, we’ve been hearing that traditional organic search as provided by Google would be displaced by something.  Social search, social media, QA sites…. but it still hasn’t happened.  And from where I’m sitting, it’s showing no signs of happening – Google referrals seem as strong as ever.
So in my mind, twitter iconmaking sure your content strategy is aligned first and foremost with Google remains the top priority.  A lot of the classic content development strategies are as relevant today as they were a few years ago.  Creating compelling content around themes that are timely, frequently searched for, and/or unusually monetizable still seems like good strategy to me.Over the next years, the format of that content is going to matter quite a bit.  For example, mobile internet browsing is skyrocketing – making sure your content is deliverable in a smaller footprint seems like a real basic thing every site is going to have to figure out soon, if they haven’t already.

Elise: What are some of the best ways to maximize content curation and engagement with the audience? (voting/commenting/etc)
Lawrence: This is a topic near and dear to my heart.  The biggest engagement win we’ve ever had on RateItAll is turning off the registration requirement on “liking” content.  We saw a 20x increase in engagement.  And as simple a “like” vote is, it’s critical to the UGC ecosystem.  Most people post on the internet because they like getting a reaction.  A “like” vote is a reaction, and one that can be packaged up in a digest or email alert which can bring folks back to the site.
Elise: Is there an applicable methodology to creating viral content, or does it just happen?
LawrenceIf only I knew.  I think there are definitely some principles that seem to work more than others.  Put all the content on one page and make sure people don’t have to click around to get the full impact.  Call out the most important sharing buttons: email, Facebook, and Twitter, in that order, and bury the hundreds of other sharing buttons.  Use lots of photos and/or video.  Don’t be afraid to use the Top Ten format, and check out the copy writing of celebrity and teen magazines for examples.  Oh yeah, have a syndicate of friends on places like Digg and StumbleUpon.  Beyond that it’s pretty much a crapshoot.
Elise: Facebook seems to be growing to be almost as large or important as Google.  Is there a recommended content strategy for Facebook?
Lawrence: Facebook Connect!  It’s fantastic – it gives you distribution via the Facebook newsfeed, lowers the sign up hurdle for new users, and gives you real ID on posts.  There is no reason for any site not to offer FB connect as a sign up option.  One thing I like is when sites try and get both – real email and name, and then a synch with Facebook.  This gives you ownership of the user AND the distribution might of FB.
Elise: Is there such a thing as a “social media expert/guru?” If so, would they better be described as “content strategist” since Content is what often drives Social Media?
Lawrence: Haha, I love gurus.  I can’t get enough of them.  I think I have something like 400 gurus following me on Twitter, and it makes me feel great. My advice to you if you are a guru is not to use the word “guru” anywhere near your bio.  The term has become a parody of itself.  Content is certainly big, but so is the distribution piece.  You need both to have success in this industry.
Elise: Since we are an SEO agency focused on building great links for clients, what have you found to be the most successful content strategy for gaining backlinks? Why?
Lawrencetwitter iconWidgets still work, and they’re pure gold from a link building perspective because you get to name your anchor text.  Awards and other Seals of Approval are great as well – who doesn’t like to win an award?  In general, tapping into people’s self expression or vanity are proven ways to get people to link to you.
Elise: Who are the three people (or companies, organizations, etc.) that everyone should be following?
Lawrence: My two favorite blogs are AVC and CDixon.org – oddly, both are New Yorkers and I’m in SF.  I guess it’s NOT an East Coast West Coast thing.  In terms of following on Twitter, I think David Weekly, founder of PB Works is really smart and funny.  I’m also a proud Rand fanboy – I think he’s brought a lot of credibility to the SEO space.  In terms of SEO posts, dig around Stuntdubl.com – Todd has some meaty posts in there.
Elise: What would you tell a senior in college who will be graduating this spring with a degree in journalism and really had their heart set on writing for a newspaper someday?
Lawrence: I would say, “Nice call!  Seriously!”  The ability to write is way underrated.  I find myself writing about 40 percent of my time at work, which is a staggering amount when you think about it.  Between blogging, representing my company on social media, sales approach letters, etc. – I find writing to be an absolutely crucial, and unusual skill.  And there are media companies that are growing – HuffPo is killing it I understand, as are a number of the big tech blogs.  I would definitely advise them to start building their personal brand as soon as possible… they will get hired based not only on their skills, but on their reach.
Elise: What inspired you to start RateItAll?
Lawrence:  Haha, that’s a good and easy question.  I put that site online in 1999 with some friends from school.  We saw how Amazon was allowing real people to write reviews of books and movies, and we wondered, over pitchers of beer at 3:30 a.m., why we couldn’t do that for everything.  So there you have it.
Elise: So, Lawrence it seems that you always have an exciting project in the works… what are you working on right now?

Lawrence: I’m glad you asked!  My company RateItAll, a consumer reviews site, is just wrapping up a project in an area that I think is the single most exciting thing on the Internet right now – geolocation, specifically, the universe of new business opportunities that exist when you know the physical location of the end user.  I think this has implications for virtually all aspects of online business, from SEM, to Ecommerce to advertising.
Our project is an iPhone App called DoubleDutch – it’s kind of a cross between Foursquare and Yelp and lets you “check in” to stay connected with your friends, and read and write reviews of the places around you.  The coolest thing about this app is that we are white labeling it, so any community around a geographic location can have their own social check-in app.  We think this could be huge for universities, conferences, hotels, and so forth.  It’s a very exciting time for us – if you have an iPhone, please try it out!



  • DanaLookadoo Mar 19, 2010

    Nice interview and some good takeaways. Aligning content based on Google, well for searchers via Google. It's not going away!

    Lawrence shares a welcomed balance of advise related to UGC, SEO, and social media!

  • godofwar3 Mar 22, 2010

    Thanks for sharing this interview great tips there

  • ion interactive Mar 22, 2010

    Nice interview! I agree with Lawrence that Facebook Connect is HUGE. I see it being used in lieu of the traditional sign up all the time. From personal experience, I know I'm 100% more likely to try out an online solution if I can use FB connect to get started quickly.

  • thos003 Mar 24, 2010

    I like some of what it said here. It seems that Lawrence has his game plan worked out and moving well for him. Rateitall.com is a goldmine of an idea. However, I do disagree with a couple of things.

    1- Content is for google first. So do I write content to be found or do I write content to convert sales? The problem with mass media is that it is ignored by the masses. If my content is written to get more visitors then great, but I would prefer more sales. I am split on this, as you have to get traffic to get online sales, but you still want to keep the real focus and vision in mind when right content. What's that about a cart getting a head of a horse? Or a horse pulling an empty cart?

    2- Who doesn’t like to win an award? – I could care less if you gave me the noble peace prize at this point. Why? Because of its past winners it has come to mean nothing to me. An award giving out of flattery is meaningless. Of course, I do like awards that carry a real value. And yes, everyone wants to be appreciated so if the award means something, then great otherwise, handing me a Trojan horse isn't going to get you very far.

  • verticalmeasures Mar 24, 2010

    Thomas, great points! RE #1: It's the debate that we all seem to have internally within our site, but there are ways to accomplish both you just have to be aware of what works for your site, and not be afraid to switch up your game plan midway through if you find what you're doing isn't working. A balance can be achieved however, it's not an either or. RE #2: Understanding the perceived value of the award is important when figuring out what kind of badge/award you are going to give. What will entice users to place this badge on their site? What meaning does it have to them? Figuring that out then integrating it into your plan can bring you much success. Thanks for weighing in on Elise's interview (hope to see you at the next AZIMA event).

  • thos003 Mar 24, 2010

    Very True. It is always a balancing act. It was insightful and a good interview. Just offering my conflict of ideas.

    … And maybe I am just jealous because as a pest control guy I don't have an audience to give an award to. =)

  • San Diego SEO Aug 03, 2010

    I wrote the top ten posts of the day for a year and during that time followed over 300 blogs on a regular basis. I feel I have a good grasp, at least in my opinion, of some of the strong voices out there. A few others to consider are Rob Hahn (I think has to be in any top 5 group with Davison) Dan Green, Jeff Brown, Justin McHood and Jim Duncan.

  • verticalmeasures Aug 03, 2010

    I appreciate the suggestions. I'll look into them.