10 Secrets Of Web Native Publishing

Slide 1: 10 Secrets of Web-Native Publishing Scott Karp Scott Karp Editor & Publisher CEO PUBLISHING 2.0 www.publishing2.com www.publish2.com scott.karp@publishing2.com scott.karp@publish2.com

Slide 2: 10 Secrets of Web-Native Publishing 1. It’s easy 2. It’s high velocity 3. A blog is web-native CMS 4. People are publishing brands 5. It’s a conversation 6. It’s an open process 7. Your niche is your neighborhood 8. Readers want to be sent away 9. Links power distribution on the web 10. Domains are a distribution platform

Slide 3: Trade Publishing In My Spare Time

Slide 4: Video Is As “Easy” As Text

Slide 5: Increasing the Velocity of Publishing

Slide 6: Weekly Publisher Goes Daily

Slide 7: Every Publisher Can Be High Velocity

Slide 8: Every Organization Can Be a Web-Native Publisher

Slide 9: A Blog Is A Simple, Web-Native CMS

Slide 10: Why Blogging Software Is Web-Native Blog CMS Features Why It’s Web-Native Reverse chronological Easily see what’s new order RSS feed Easily see what’s new Comments It’s a conversation Trackbacks It’s a neighborhood Tags Everything is miscellaneous Permalinks So links don’t die Archives The best content has a long shelf life

Slide 11: The New York Time’s Blog Ghetto

Slide 12: Wall Street Journal’s Web-Native Innovation

Slide 13: Individuals As Publishing Brands

Slide 14: Look Who’s Talking

Slide 15: Your Readers Talk To You, And You Talk Back

Slide 16: Talk Like A Real Person Speaker Pelosi is saying she wants a vote on energy legislation by the Thanksgiving break, with a House vote as early as next week. Given the wholesale rejection of market forces and domestic supply so far, we doubt any House- Senate "compromise" will address America's energy needs, but there are varying degrees of possible lousiness. Adoption of the Senate's CAFE standards would be lousy- cubed. Now, we like to mock Lou Dobbs as much as the next blog. (Obviously. We have a blog category, "Dobbs Watch.") Dobbs IS a classic blowhard and populist bully, and on free trade he's wrong. And yes, he has a big megaphone. But we also worry about lending him too much influence. He's not why free trade is suffering as an issue.

Slide 17: Every Publisher Can Have Personality

Slide 18: Here’s What We’re Up To

Slide 19: Show The Sausage Getting Made

Slide 20: Take To Your Neighbors -- And Link To Them

Slide 21: Linking To Your Neighborhood - Links As Content

Slide 22: Why Should You Send Your Readers Away?

Slide 23: Sending People Away Is What Google Does

Slide 24: Give Links and Yeh Shall Receive Links Go to search.yahoo.com Enter link:yourblog.com

Slide 25: Why Links Matter

Slide 26: Links Are The Web’s Distribution System

Slide 27: Getting Linked To Your Neighborhood

Slide 28: Domains: Rent or Own?

Slide 29: Domain Sharecropping

Slide 30: bits.blogs.nytimes.com

Slide 31: The Power Of Domains

Slide 32: 10 Secrets of Web-Native Publishing 1. It’s easy 2. It’s high velocity 3. A blog is web-native CMS 4. People are publishing brands 5. It’s a conversation 6. It’s an open process 7. Your niche is your neighborhood 8. Readers want to be sent away 9. Links power distribution on the web 10. Domains are a distribution platform

Slide 33: Scott Karp Scott Karp Editor & Publisher CEO PUBLISHING 2.0 www.publishing2.com www.publish2.com scott.karp@publishing2.com scott.karp@publish2.com