This conference presents a strategic roadmap for media, publishing brands and content creators to build active local communities and transform their audience into a sustainable revenue model. The focus is on evolving from mere information to the creation of spaces that entertain, educate and connect people with common interests, identifying and responding to the specific needs of a local context. Throughout the session, the current challenges of the sector will be addressed and practical solutions that integrate SEO, marketing, the influence of AI and LLMs on news consumption will be explored, in addition to the development of events and editorial products. Combining international success stories with the analysis of real data from the Cuban context, this presentation fuses digital journalistic knowledge with business strategies to offer a clear and applicable vision about the future of the media, equipping professionals with the necessary tools to turn their connection with the audience into a viable and profitable project.
Clara Soteras
Country: Spain
She is a consultant specialized in SEO and digital strategy for media and companies, where she integrates the product vision into projects and businesses. As Head of Innovation and Digital Strategy at AMIC - an association that brings together more than 600 local media outlets - she drives the digital transformation of the sector. She complements her career with teaching as an associate professor at the Autonomous University of Barcelona and an SEO instructor at business schools such as Webpositer and KSchool. Her experience covers the management of editorial teams and projects: at El Nacional she created and led the SEO department, implementing organic positioning strategies, developing thematic verticals and designing innovative monetization models, such as the launch of a vertical on artificial intelligence aimed at managers. She previously worked as SEO manager at betevé, the public television of Barcelona.
She has recently published an "SEO Instructions Manual for Media" (Tendenci@s), a comprehensive guide on editorial and technical positioning aimed at journalists and management teams, which will soon be published in English. In addition, she has participated as an expert evaluator of the AI code of practice Act for the AI Office of the European Commission.
Her professional recognition is reflected in her participation as a jury in international awards such as the Global Search Awards, European Search Awards and UK Search Awards, as well as in journalistic awards from the Online News Association, WAN-IFRA and LION Publishers. She actively collaborates in professional communities such as #MujeresEnSEO, the Catalan SEO Association and Google Product Experts, where specialized knowledge competes. As a regular speaker at industry congresses, she addresses issues of digital strategy, media monetization and artificial intelligence applications in journalistic environments. At the same time, she offers personalized corporate training for companies and agencies that are looking to integrate advanced SEO methodologies and optimize their visibility using tools such as Google Discover.
