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Digital Content Marketing for Journalists

Digital Content Marketing for Journalists



How journalists can market their content

How journalists can market their content



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    Digital Content Marketing for Journalists Digital Content Marketing for Journalists Presentation Transcript

    • Digital content marketing How to your promote your work online BuffyAndrews By @Buffyandrews
    • Social media • Perhaps the most important tool in your marketing toolbox • It’s the new word-of-mouth advertising (Facebook, Twitter, Digg, review sites, etc.) • Efficient, allows you to connect with people interested in your work • Helps you engage with your audience BuffyAndrews
    • Who should promote • Every journalist should promote his/her work using a variety of social media channels. • The responsibility for promotion begins with you. Not your editor or anyone else. • No one cares about your work more than you. Own it. BuffyAndrews
    • Why promote • Bring content to the attention of those most likely to be interested. • By building audience, we build more opportunities to stack digital dimes. • 72 percent of online adults use social networking sites • YouTube now reaches more U.S. adults aged 18-34 than any cable network. BuffyAndrews
    • How to promote • Share links in a conversational way in places where the links would be relevant, welcome content. These include: • Facebook • Twitter • Google+ • Linkedin • Blogs • Newsletters • Websites • etc. BuffyAndrews
    • Identify audience • Identify the audience for your content (blog post, story, video, slideshow, etc.) • If you want to hook fish, you have to cast your line where they swim. • Use tools like Topsy to find potential targets BuffyAndrews
    • Match audience with content BuffyAndrews • Read Across America Day • Seuss FB page • Kids Craft Corner FB page • PetSmart • Petco • Elementary teachers • Elementary schools • Children’s book publishers • Etc.
    • Match audience with content • Medical marijuana • Epilepsy FB pages • Epilepsy Google groups • Epilepsy Twitter accounts • Etc. BuffyAndrews
    • Look at metrics • Measure value of your hard work; adjust if necessary • Watch what gets the most traffic, most links, most social shares, most comments • Social media audience will help spread your content if they find it worthwhile • Content that attracts most attention tends to be well-defined and focused BuffyAndrews
    • Journos juggle it all BuffyAndrews
    • Product: Video BuffyAndrews
    • Promote: Facebook BuffyAndrews
    • Promote: Facebook BuffyAndrews
    • Facebook tips • Find relevant Facebook pages • Be conversational; don’t want to come across as a spammer • Comment within thread that makes sense • Tag people in comment when appropriate • Include links and keywords in post • Peak time = 1 to 3 p.m., also boost early evening BuffyAndrews
    • Facebook tips • When sharing breaking news, make sure to identify it as “breaking” or “breaking news." Analysis shows increase in engagement. • When you post within comment thread on Facebook, check to see who shared the post. Those who shared post are potential targets. BuffyAndrews
    • Facebook tips BuffyAndrews
    • Promote: Twitter BuffyAndrews
    • Promote: Twitter BuffyAndrews
    • Twitter tips • Research and find relevant Twitter handles to include in tweet BuffyAndrews
    • Twitter tips BuffyAndrews • Research and find relevant hashtags to include in tweet
    • Promote: Google+ BuffyAndrews
    • Google+ tips • Research and find relevant Google+ accounts to tag • Type “@NAME” to locate accounts BuffyAndrews
    • Google+ tips • Research and find relevant hashtags to include • Type “#SUBJECT” BuffyAndrews
    • Google+ • Check for relevant Google communities to share content BuffyAndrews
    • Promote: Linkedin BuffyAndrews
    • Promote: blogs • Post on appropriate blogs to draw more eyeballs • Find forums, fan and news sites that dominate a niche relevant to your story BuffyAndrews
    • Promote: Pinterest BuffyAndrews • Image marketing
    • Promote: Pinterest BuffyAndrews
    • Promote: Pinterest BuffyAndrews Sharp-dressed shoes contest
    • Promote: Pinterest BuffyAndrews
    • Pinterest tips • Pinterest is more suited to feature and sports stories than hard news stories (Exception: Most Wanted Board) • Pin should have strong visual element • Pin photo from website so it back links to site • Can use to extend life of stories ie. Remember Series • . BuffyAndrews
    • Promote: Via contests • Consider contests that get others to promote your content • Example: Pinterest board contest • Readers design board (ie. YDR board) • Images must come from your website(s) and back link • Drives traffic to your site BuffyAndrews
    • Pinterest contest board • Create board to promote contest and share entries BuffyAndrews
    • Promote: Newsletters BuffyAndrews
    • Promote: Newsletters BuffyAndrews
    • Promote: Newsletters BuffyAndrews
    • Promote: Newsletters BuffyAndrews
    • Newsletter tips • Connect with people who want your content • Decide what type of newsletter (ie. Feed based) • Keep it short and sweet • Make sure it has value; not just selling • Make it personal; build relationships BuffyAndrews
    • Promote: National websites • Submit unique, weird or important posts that could go viral to: Digg Fark Reddit StumbleUpon Drudge Boing Boing Jezebel etc. BuffyAndrews
    • Promote: Digg • Users submit links, which get voted up and down and commented upon. • Categories include business, politics, lifestyle, science, sports entertainment, etc. • Share national and international news, news of the weird, celebrity/politico/athlete bad behavior, funny news, political tidbits, etc. BuffyAndrews
    • Promote: Fark • Users submit links to funny, weird content • Separate categories for photos and videos • Put news organization as the source • Has to be good for Fark to pick it up; read what’s on site BuffyAndrews
    • Promote: Fark BuffyAndrews
    • Promote: Fark BuffyAndrews
    • Promote: Reddit • Users submit links, which get voted up and down and commented upon. • Lots of categories • Submit anything that will have a national/international resonance BuffyAndrews
    • Promote: Reddit BuffyAndrews
    • Promote: StumbleUpon • Submit pages for users to stumble upon, add up to 5 tags • Shows readers random pages that have been liked/submitted in the categories you select • Share anything interesting, amusing or useful • Put badge on site so readers can recommend your page BuffyAndrews
    • Promote: Drudge Report • Submit weird political stuff, things that make government look bad, crazy crime stuff • Email Drudge@drudgereport.c om OR • Submit via box on website BuffyAndrews
    • Promote: Boing Boing • Submit strange, rare news items • Weird crime • Astonishing video • Funny • Technology BuffyAndrews
    • Promote: Gawker • Submit technology, media, entertainment, and business BuffyAndrews
    • Promote: Jezebel • Celebrity, fashion, and sex • Send tips to tips@jezebel.com • Include brief description of story ALONG with web address/URL BuffyAndrews
    • Promote: Other sites • Deadspin • Huffington Post • The Daily What • Delicious • Etc. BuffyAndrews
    • Promote: YouTube • Video sharing website • Think outside the box ideas: partial recordings for books, articles etc. sending listeners to site. BuffyAndrews
    • Promote: Storify • Notify people that you quote in your story • People like knowing their voice has been heard (akin to “When will the story be published?”) • They will often share with their followers • It’s NOT spam. Only people who are following both sender and recipient will see the notification. BuffyAndrews
    • Promote: Storify BuffyAndrews
    • Promote: RebelMouse BuffyAndrews • Your social front page • Connect social networks and hashtags to page • Populates website with images, videos, headlines etc. from chosen accounts and hashtags • Can embed and has social share buttons • Curate around topic (Gettysburg 150th, Hurricane Sandy)
    • Promote: NewHive BuffyAndrews • Start with blank page • Create and share web pages, call Expressions • Combination of multimedia (videos, text boxes, audio clips, etc.)
    • Promote: NewHive BuffyAndrews
    • Promote: NewHive BuffyAndrews
    • Promote: NewHive BuffyAndrews
    • Promote: Tout • Record 15-second video clips and share on social sites • Great reporting tool • Use to promote content • Record via desktop web cam or smartphone BuffyAndrews
    • Promote: Tout • Promotes what’s on editorial page BuffyAndrews
    • Promote: Tout • Build Tout widgets to embed on blog or website • Populate widget with Touts from users or hashtags that you choose BuffyAndrews
    • Promote: Think outside box • Goodreads • Forums BuffyAndrews
    • Promote: Misc • When your content relates to another community, send a link to news sites in that community. Example: Story about a Penn State football player that appears in Centre Daily Times (State College) could be sent to news outlets in the guy’s hometown (newspaper, TV, etc.) • Remember to look for fan sites. There is a fan site out there for just about any person or topic, where you get your link in front of those passionate fans. • Consider guest blogging • When sharing, write SEO headlines, posts etc. • Integrate keywords into content in key places (title tags, meta descriptions, within hyperlinks) BuffyAndrews
    • Promote: Misc. • Tablet use and Facebook engagement is strong in the evening • Tablet use surges 8 p.m. to midnight • Smartphone traffic fairly constant throughout day • Computer traffic strongest in morning, peaks at lunch and falls sharply in evening (Most people on PC at work) • Bitly found: Twitter best window is 1 to 3 p.m. Monday – Thursday; Facebook, 1 to 4 p.m. and Tumblr, 7 p.m. to midnight (mostly younger people use Tumblr) BuffyAndrews
    • Cross promote • Cross promote between platforms • Consider weekly blog “Link Salad” BuffyAndrews
    • Promoting yourself • Build a branded web presence • Flavors.me • about.me • Linkedin professional networking site BuffyAndrews
    • Layar • AR or Augmented Reality (vision based) • Add digital content to print media • Use free smartphone app to scan print for enhanced content • Makes “print world clickable” • Use as promotional tool BuffyAndrews
    • Layar: Promote you BuffyAndrews
    • Layar BuffyAndrews
    • Layar: Promote content • Call to action • Connects to author via email, phone, Twitter, Facebook • Links author’s blog • Links related app • Allows reader to share via Facebook, email, Twitter • Also supports QR codes BuffyAndrews
    • Layar BuffyAndrews
    • Layar BuffyAndrews
    • Thinglink • Augments images by adding links or media BuffyAndrews
    • ThingLink • Share via Url • Embed code • Pinterest • Google+ • Tumblr • Email • Etc. BuffyAndrews
    • Parting words • Content finds readers; they often don’t look for it • Best content provides value to reader • Use SEO best practices • Don’t be afraid to try new things and fail • Be a visionary BuffyAndrews
    • Follow me BuffyAndrews • Buffy’s World: http://www.yorkblog.com/buffy/ • Buffy’s Write Zone: http://buffyswritezone.blogspot.com/ • Author website: www.authorbuffyandrews.com • Twitter: https://twitter.com/Buffyandrews • Facebook: https://www.facebook.com/buffy.andrews • Google+: https://plus.google.com/u/0/10264693623 6475852585/posts
    • Follow me • Pinterest: https://pinterest.com/buffyandrews/ • Tumblr: http://www.tumblr.com/blog/buffyandrews • Storify: http://storify.com/buffyandrews • Instagram: buffyandrews • Linkedin: http://www.linkedin.com/profile/view?id=40047960 • RebelMouse: https://www.rebelmouse.com/Buffyandrews • Goodreads: http://www.goodreads.com/user/show/7370309- buffy-andrews BuffyAndrews
    • Contact Buffy Andrews Assistant Managing Editor Features and Niche Pubs Social Media Coordinator York Daily Record Email: Buffy@ydrcom Phone: 717-771-2052 BuffyAndrews