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Marketing and Publicity's New Role in Discoverability:Metadata Made Easy
Anne Kostick, Maureen McMahon, and Jeanette Zwart join Bridget Marmion and Rich Kelley on 3/4
The biggest challenge for every author, and publisher, today is discoverability. How will readers ever find that book?
Today, metadata is the word that should pop into your head, just as quickly as publicity, advertising, or face out display. 
Metadata no longer just means the price, binding and ISBN of a book. Today it includes every search term anyone might use to find it as well as comparable titles and reviews. Every word used to describe a book plays a role in making it easy for a potential reader to find it, to contribute to its discoverability." 
The role of metadata is so key and keeping that information as rich and current as possible so important, that quickly updating some key words may be the most valuable effort a very busy marketing and publicity team can do to support a book. It's the publicist who really knows which elements of the book are getting traction in the media, which keywords are in the zeitgeist around that book now . . . the words that will help that book show up in media and consumer online searches if those terms are added to the book's metadata!
Please join us to discuss some practical ways marketing and publicity professionals can keep metadata as current, relevant, and valuable as possible. You're working such long hours to help those books reach readers. Don't miss this opportunity to connect the two.
Questions we'll cover: what's required to make a book discoverable? Who actually compiles the metadata and where does it go? How do you find out which keywords are the most effective? Where do you put those keywords? How often should you refresh your metadata? How does discoverability really work? 
Our panel of experts will explore how metadata affects a book's discoverability and will then detail practical ways marketing and publicity professionals can keep metadata as current, relevant, and valuable as possible. The panel features a mix of SEO (Search Engine Optimization) marketers who have overseen busy publicity departments and metadata experts. The metadata experts will bring expertise on the latest tools publishers are using and how the publishing infrastructure works (and sometimes doesn't). The SEO experts will explain how current best practices in SEO map to the available metadata. Anyone responsible in-house for high impact metadata or for book marketing/publicity will benefit from this information-packed session.
Takeaways:
<UL>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">A detailed understanding of the importance of metadata in promoting books online</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Practical ways a publicist or marketing person can help keep vital metadata keywords current on their titles</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Examples of how a book should be presented online to optimize its chances for discoverability</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">SEO dos and don'ts in presenting books on a website, and how these change for social media platforms</LI>
</UL>
Who should attend:
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<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Publicists and marketers in publishing who want to increase the discoverability of their books </LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Editors and publishers who want to understand how metadata helps their books' discoverability </LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Authors and agents who want to understand the role metadata plays in the making books discoverable</LI>
</UL>
Panelists:
<UL>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Rich Kelley, VP,<A HREF="http://www.yourexpertnation.com/" TARGET="_blank" REL="nofollow">Your Expert Nation</A>,has been marketing books to specialized audiences - online and via direct mail -for more than 20 years..</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;"><A HREF="https://www.linkedin.com/pub/maureen-mcmahon/5/64/375" REL="nofollow">Maureen McMahon</A> is president and publisher of Kaplan Publishing. In addition to overseeing content production, delivery, and management for Kaplan Test Prep's course and retail products in print and digital formats, Maureen manages content-related partnerships and business development opportunities.</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;"><A HREF="http://www.yourexpertnation.com/2010/10/01/jeanette-zwart/" REL="nofollow">Jeanette Zwart</A>is currently Marketing Strategist at Book Industry Study Group (BISG). She was VP of Sales at HarperCollins for fifteen years and has a national reputation for identifying breakout books and building audiences for debut authors and midlist books.</LI>
</UL>
Co-moderators
<UL>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;"><A HREF="http://www.yourexpertnation.com/about-us/#bridget-marmion" REL="nofollow">Bridget Marmion</A>, Founder and President of<A HREF="http://www.yourexpertnation.com/" TARGET="_blank" REL="nofollow">Your Expert Nation</A>,former SVP of Marketing for a decade each at FSG, Random House and Houghton Mifflin.</LI>
<LI STYLE="color: #333333; margin-top: px; margin-bottom: px; line-height: 18.0pt;">Anne Kostickis a writer, editor, producer and partner in<A HREF="http://www.foxpath.com/" REL="nofollow">Foxpath IND</A>, where she consults on digital publishing for web and print content and experience design in ebook development and education. A member of<A HREF="https://uxpa.org/" REL="nofollow">UXPA</A>, Anne is also program director of the annual<A HREF="http://www.digitalbookworld.com/the-digital-book-awards/" REL="nofollow">Digital Book Awards</A>.</LI>
</UL>
 The Conference Room Confabs Series
Marketing and Publicity's New Role in Discoverability: Metadata Made Easy is part of a series of Conference Room Confabs Your Expert Nation is hosting every other month. The next one will be on May 6. LIGHT FARE WILL BE SERVED AT EACH SESSION.
Please email yourexpertnation@gmail.com with any questions.