Title goes here

Content that Connects
About me
• Longtime journalist
• Digital retread
• Father of 3
First things first
Print is not dead …
I’m not
dead yet!
But the crisis is real
Information overload
The Google challenge
Reader habits are changing
• Active not passive
– Sharing
– Commenting
– Participating

• Love their mobile devices
– 87% ...
Many sources competing
for moms’ attention
How to stay in the game?
•
•
•
•

Become more relevant
Make an emotional connection
Innovate around the edges
Medicate hea...
15 ways to
create
content
that
connects
1. Build a blog network
A roster of regular contributors can:
• Extend your reach
• Fill gaps in your coverage
Independent bloggers
Local experts
• Teachers
• Medical professionals

•Lawyers
•Non-profit pros
Advertisers*
• Local businesses
– Healthcare facilities
– Dining/entertainment
– After-school programs

• National brands
...
2. Create personality
• Beyond the byline
• Photos
• Bios
• “featured authors”

• Build personal brands
• Grow fans and fo...
3. Get even nichier
• Use Google Trends to discover what
people in your region are searching for
• Create micro-audience s...
4. Practice ‘newsjacking’
• Use curation to
localize national
topics
• Demonstrates
currency and
relevancy
5. Embrace visual storytelling
• Americans
watched
48.7 billion
online
videos in
January
Free/low-cost tools
• TouchCast
• Wibbitz, Gui.de
6. Host a Google Hangout
• Easy to set up
• Record & publish on
• Up to 10 participants YouTube or website
7. Turn data into content
• Make your directories:
– Searchable
– Sortable
– Cutomizable
– PDFs: Just say no
Interactive directories
• Rankings
• Local directories – schools, activities
• Gift guides / with e-commerce integration
Data visualization
• Use public data
• Free tools available
8. Add a few engagement
widgets to your website
• Social sharing
• Commenting tools
9. Create ‘appointment
programming’
10. Think mobile
• Mobile web
traffic rising
sharply
• 40% of all
mobile
searches are
performed with
a local intent
Moms love mobile
11. Use social media the
way it’s meant to be used
Interactivity

Content
creation /
curation

Crowdsourcing
12. Capture everything!
• Post as you go
– Digital first, then print
– Quotes from interviews
– Stats from research

• ‘Sk...
13. Rethink your newsletter
• Optimize for
mobile
(responsive
design)
• Experiment
with
frequency
• Subdivide
into niche
t...
14. Create an eBook
• Repurposed archives
• Mobile-friendly
• Revenue opportunity
15. Build a publishing
ecosystem
Print
magazine

Events

Mobile

Your
brand
Social
media

eMail

Website
15 ways to create
content that connects
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.

Build a blog network
Create pe...
Questions?
Thank You
• Email: rob@emediavitals.com
• Twitter: @roboregan
• LinkedIn:
http://www.linkedin.com/in/roboregan
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Content that Connects

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Small, independent magazine publishers face many challenges in building and retaining an audience. This presentation at the Parenting Media Association's 2014 spring conference offers some helpful tips for creating unique, engaging content.

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Content that Connects

  1. 1. Title goes here Content that Connects
  2. 2. About me • Longtime journalist • Digital retread • Father of 3
  3. 3. First things first Print is not dead … I’m not dead yet!
  4. 4. But the crisis is real
  5. 5. Information overload
  6. 6. The Google challenge
  7. 7. Reader habits are changing • Active not passive – Sharing – Commenting – Participating • Love their mobile devices – 87% of moms use smartphones – 42% of moms say smartphones are their device of choice for information – 34% of U.S. homes have tablets • Curation over brand loyalty – 100 million Flipboard users
  8. 8. Many sources competing for moms’ attention
  9. 9. How to stay in the game? • • • • Become more relevant Make an emotional connection Innovate around the edges Medicate heavily
  10. 10. 15 ways to create content that connects
  11. 11. 1. Build a blog network A roster of regular contributors can: • Extend your reach • Fill gaps in your coverage
  12. 12. Independent bloggers
  13. 13. Local experts • Teachers • Medical professionals •Lawyers •Non-profit pros
  14. 14. Advertisers* • Local businesses – Healthcare facilities – Dining/entertainment – After-school programs • National brands – Consumer goods companies – Adoption agencies – Financial services firms *See you at 10:45!
  15. 15. 2. Create personality • Beyond the byline • Photos • Bios • “featured authors” • Build personal brands • Grow fans and followers
  16. 16. 3. Get even nichier • Use Google Trends to discover what people in your region are searching for • Create micro-audience segments – ‘Mature’ first-time moms – Millennial dads – Special needs children • Nurture sub-brands to help them grow – Opportunities for sponsorships / underwriting
  17. 17. 4. Practice ‘newsjacking’ • Use curation to localize national topics • Demonstrates currency and relevancy
  18. 18. 5. Embrace visual storytelling • Americans watched 48.7 billion online videos in January
  19. 19. Free/low-cost tools • TouchCast • Wibbitz, Gui.de
  20. 20. 6. Host a Google Hangout • Easy to set up • Record & publish on • Up to 10 participants YouTube or website
  21. 21. 7. Turn data into content • Make your directories: – Searchable – Sortable – Cutomizable – PDFs: Just say no
  22. 22. Interactive directories • Rankings • Local directories – schools, activities • Gift guides / with e-commerce integration
  23. 23. Data visualization • Use public data • Free tools available
  24. 24. 8. Add a few engagement widgets to your website • Social sharing • Commenting tools
  25. 25. 9. Create ‘appointment programming’
  26. 26. 10. Think mobile • Mobile web traffic rising sharply • 40% of all mobile searches are performed with a local intent
  27. 27. Moms love mobile
  28. 28. 11. Use social media the way it’s meant to be used Interactivity Content creation / curation Crowdsourcing
  29. 29. 12. Capture everything! • Post as you go – Digital first, then print – Quotes from interviews – Stats from research • ‘Skin the pig’ – Repurpose across channels • Record interviews for podcasts • Post videos/photos from events on social media • Curate Facebook posts into blog posts or print articles
  30. 30. 13. Rethink your newsletter • Optimize for mobile (responsive design) • Experiment with frequency • Subdivide into niche topics
  31. 31. 14. Create an eBook • Repurposed archives • Mobile-friendly • Revenue opportunity
  32. 32. 15. Build a publishing ecosystem Print magazine Events Mobile Your brand Social media eMail Website
  33. 33. 15 ways to create content that connects 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Build a blog network Create personality Get even nichier Practice ‘newsjacking’ Embrace visual storytelling Host a Google Hangout Turn data into content Add a few engagement widgets to your website Create ‘appointment programming’ Think mobile Use social media the way it’s meant to be used Capture everything! Rethink your newsletter Create an eBook Build a publishing ecosystem
  34. 34. Questions?
  35. 35. Thank You • Email: rob@emediavitals.com • Twitter: @roboregan • LinkedIn: http://www.linkedin.com/in/roboregan
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