OPC Rules Because...Internet marketing isn't about YOU anymore. Internet marketing and branding is about the US your marketing creates. When your website welcomes input from me, my FOMs (Friends of Martin), the army of brand sherpas you must recruit to help, feeds and other sources of OPC you win.
In a post Panda and Penguin world, Internet marketing MUST create likes, links and shares. When Google changed their algorithm, iterative changes named Panda and Penguin, they elevated quality content to KING and curation of OPC to Queen.
In short, marketing must create LOVE. Love requires painting with a BIG brush, being kind and generous and thinking and acting in non-proprietary ways. Love is PURPOSE driven.
- You can't create as much content as you need.
- If you create too much content you talk to yourself about yourself.
- Must CURATE content as well as create.
- Google wants AUTHORITY.
- Authority is created by being collaborative and generous.
- You want your website to be an authority.
OPC DefinedI owe Tim McDonald, Community Manager at the Huffington Post, and Ally Greer, Community Manager At Scoop.it, a debt. Tim and Ally included me in their
Tim helped refine the idea of OPC (Other People's Content). Tim created a distinction between User Generated Content (UGC) as content from existing members of a community and content from non-members or Other People's Content.
Great distinction because it helps Community Managers and Internet marketers realize they need to curate content from within and without.
OPC SourcesCuration is the art and science of discovering and sharing patterns where others only see noise. You want Google and potential community members to view your website as a HUB, as an AUTHORITY. Achieving AUTHORITY status requires throwing a large net and looking for OPC in all kinds places such as:
Embracing OPC means "platforming" your website. Platforms vs. Websites is one of the more popular posts on ScentTrail Marketing. The "platforms vs. websites" idea is easily summarized with numbers. Here are page counts in Google using site:URL.com from September 2011 (when I wrote the post) and now.
- Site: Etsy.com returns 50,000,000 pages (2011)
- Site: RedEnvelope.com returns 7,000 pages
- Amazon 500,000,000
- Site: Etsy.com 71,800,000 (+143%)
- Site: RedEnvelope.com 22,000 (+314%)
- Site: Amazon.com 268,000,000 (- 46%)
May 25th, 2013
Once a downward spiral like RedEnvelope's is started it is hard to stop.
"But their page count is way up," you may think. I look at RedEnvelope.com's numbers differently. They moved from 7,000 to 22,000 when they needed to move from 7,000 to a million. Redenvelope.com won't be with us much longer (sad as their website was one of my "steal froms" for my first website FoundObjects.com in 1999).
Amazon is way down in page count probably due to Google's Panda and Penguin updates. Amazon plays fast and loose with duplicate content penalties. Looks like Google caught up and crushed half of the algorithm-created pages Amazon was creating.
These "bot" pages (created with algorithms from existing pages) add little value to the web. Amazon is SMART. They may have trimmed their page count back to show their willingness to embrace the new SEO. If your website is proprietary, talking to itself mostly about itself and not a platform open to OPC you are in TROUBLE.
Pagespread, the number of pages in Google, doesn't help if they are junk pages (pages without shares and likes). Junk pages will be thrown out at least and penalized at most. Your website needs to find, curate and add value to Other People's Content from a variety of sources.
You don't want to have a competitor realize how well platforms crush websites (read SEO Rollups). YOU want to be FIRST on your block to have a platform capable of curating and generating increasing amounts of quality OPC (Other People's Content) and UGC (User Generated Content).
How Community Saves The World Hangout with Tim McDonald, Ally Greer, Jonathan Brewer (starts at 6:00 point due to tech problems):
Find links to ideas discussed in this video on Martin W. Smith on G+.
Follow @AllyGreer's great Community Managers feed on Scoop.it.
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