Questions Answered at the Click of a Mouse Sharing technical information in a digital world Lin Carson, PhD BAKERpedia CEO | Founder
1 Who is BAKERpedia? “ The only global online commercial digital baking resource. A free platform combining features of Google & Wikipedia “ that evolved into the leading voice for innovative baking solutions with thousands of followers and users. How? By understanding the digital marketing world and where the public is spending time. Here’s what we’ve learned.
2 The Problem Access to baking science information: Expensive to fix problems on high-speed lines Unreliable and not science-based Membership needed to unlock it Troublesome . Let’s ask the Dr.
3 Our Solution + = A reliable , science-based resource freely available , with a sponsorship model.
4 Today, BAKERpedia is... The ONLY central digital resource for the commercial baking industry worldwide. Up to date science Unbiased & reliable Blogs Technical newsletter Innovation review committee
1 Why did I choose digital media? “ “ What’s got me excited about the education space is the growth of the internet over the next 10, 20, 30 years Reed Hastings, CEO | Netflix By now, BAKERpedia is over 800 pages strong and more than 18 million pages have been read
5 Where are consumers these days? Running in masses towards new digital sources for information. As a result, the way content is created and marketed is shifting as well.
6 Internet Use Growth of Global Internet Users Source: Internet World Stats, 2014 By 2021, it is projected 53.6% of the population will use the internet.
7 Mobile Use Percentage of all global web pages served to mobile phones Source: Worldwide; eMarketer; 2014 to 2017/Statista 2018
8 Social Media Use Social Media Use Over Time Source: PEW Research center Survey, 2018
Advertising 9 Spending Global Ad Spending by Medium 2010 - 2020 Source: Zenith, March 2018
10 10 Digital Content and Advertising Writing & marketing for online audiences ✓ More choices ✓ More control ✓ Less time ✓ Search engine algorithms ✓ Social media
11 11 Scientific Content Online, scientific content can usually be grouped into two main camps: 1. Long-form scientific papers and journals with jargon-filled writing. 1. Short, snappy content that lacks references and is sprinkled with pseudoscience and misinformation. Is there a successful middle ground?
12 12 The BAKERpedia Approach Smart Scientific Writing SEO Strategies Tech Savvy Collaborative Spirit
13 13 Smart Scientific Writing Keep it Short • Put important information at the top • Keep the reference list short and relevant Keep it Visual • Images, infographics, and videos • Visual content is more likely to be shared Keep it Real • Keep the reader’s interests and needs in mind • Keep facts and research conversational
14 14 The big one... SEO = S earch E ngine O ptimization SEO is essential for getting your content discovered and to rank high on search engine result pages (SERP).
15 15 SERP Why is ranking high on SERP a big deal? 1. The Click Through Rate for Position 1 is 32.5% 1. It gives you traffic and brand- recognition 1. 100% earned, not paid for You get there with keywords, backlinks, SMO, and quality content
16 16 Keywords Keywords are a key word or phrase that sums up the subject of your content or webpage. • Do research to find popular keywords • Place strategically in content/meta content • Don’t force them, or Google will ignore them Check out AnswerThePublic.com or Google Keywords
17 17 Backlinks A backlink is a hyperlink from one website to another, placed in the copy of the text. • Building relationships • Sending referral traffic • Brand awareness • Higher SERP ranking DON’T: get backlinks from any website!
18 18 SMO 1. Strengthen your brand and boost visibility 1. Generate leads and increase sales 1. Build both familiarity and trust for your business 1. Consumers will see you recommended by others DON’T: blast social media channels without a plan
19 19 Quality Content Content is the vehicle that carries the many parts of SEO: • Substance to keywords • Content to backlinks • Shareable on social media • Authoritative and reliable Once you have it, share it!
20 20 Tech Savvy Stay up to date with media trends. Know where your audience is and where they are headed. • Best SEO practices • Podcasts • Voice Search • Bakery and technology innovations
21 21 Collaborative Spirit Help us make this the new normal for the baking and food industry! Share ideas, technologies, backlinks, and social shoutouts!
Find all your baking answers at BAKERpedia.com
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