Promoting Your Journalism Online
(And Maybe Getting Paid Too)

UCB J-School Presentation
November 18, 2013
Agenda
W HAT ’ S Y OUR B EAT ?
W HO ’ S Y OUR A UDIENCE ?
PACKAGING Y OUR C ONTENT
B UILDING Y OUR N EW M EDIA E MPIRE
G E...
About Jon Greer
• Content marketer, blogger, media
trainer, former journalist
• Content Marketing firm focused
on financia...
What’s Your Beat?
•
•
•
•
•
•
•
•

Biz/tech/B2B
Consumer
Health/Science
Personal Finance
Politics
Offbeat/Niche-y/Wide-ran...
Who’s Your Audience?
• Consumers
– High-End, Specialty, Budget, Ethnic

• Businesses
– Corporate and Small Business buyers...
Global Audience Reality Check

Source: http://www.internetworldstats.com/
Global Audience Reality Check

Source: http://www.internetworldstats.com/
Global Audience Reality Check

Source: http://www.internetworldstats.com/
Finding Your Audience
• Positioning/POV
• Consistent Use of
Keywords
• #Hashtags
• Media Networking
• PR
Contacts/Informat...
May 2011:
The Magna
Carta of
Content
(seriously)

http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-buil...
What Google Said
• Don’t worry so much about coding and SEO
• If you post fresh, credible and mostly nonpromotional conten...
Packaging Your Content
•
•
•
•
•
•
•
•

Long-form
Short-form
Pictures
Video
Pinboards
Tweets
E-books/Print Books
White pap...
The Wonderful World of Content
Broadcasting Your Content
• Social Media (natch)
– Low-Hanging Fruit (Twitter, FB, G+, LinkedIn,
YouTube etc.)
– Content C...
Building Your New Media Empire
•
•
•
•
•
•
•
•

Webinars
Conferences
Research
Speaking Gigs
For-Sale Downloads
Ebooks/Prin...
Getting Paid for Your Efforts
•
•
•
•
•
•
•
•
•

Advertisements
Subscriptions/Premium Content
Research Reports
Consulting
...
Coming Over to the Beige Side
• Brand Journalism
• Content Marketing
Benefits:
• There is an intense need for
content crea...
Case Study: Please Don’t Pass the
Nuts
Case Study: Please Don’t Pass the
Nuts
Jon Greer Consulting LLC
Content Strategy &
Production
Media Relations
Investor Relations
Spokesperson Training
(remote & ...
Thank you!
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Promoting & Sharing Your Journalism Online (And Getting Paid, Too)

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While traditional journalism jobs are becoming more scarce, there has actually never been a better opportunity for journalists to create and share content -- and get paid for it. Users (and therefore Google) are looking for authoritative, non-promotional, well-edited and factual content - exactly what journalists are trained to create. This presentation goes through some of the ins and outs and producing journalist content online and getting paid to do so.

Published in: Technology, Business
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Promoting & Sharing Your Journalism Online (And Getting Paid, Too)

  1. 1. Promoting Your Journalism Online (And Maybe Getting Paid Too) UCB J-School Presentation November 18, 2013
  2. 2. Agenda W HAT ’ S Y OUR B EAT ? W HO ’ S Y OUR A UDIENCE ? PACKAGING Y OUR C ONTENT B UILDING Y OUR N EW M EDIA E MPIRE G ETTING PAID F OR Y OUR E FFORTS C OMING O VER TO THE B EIGE S IDE
  3. 3. About Jon Greer • Content marketer, blogger, media trainer, former journalist • Content Marketing firm focused on financial services, tech companies, legal sector • Follow me to track content marketing trends @jongreer • Let’s connect on LinkedIn: www.linkedin.com/in/jongreer
  4. 4. What’s Your Beat? • • • • • • • • Biz/tech/B2B Consumer Health/Science Personal Finance Politics Offbeat/Niche-y/Wide-ranging Local Controversial/Whistle-blowing
  5. 5. Who’s Your Audience? • Consumers – High-End, Specialty, Budget, Ethnic • Businesses – Corporate and Small Business buyers – Horizontal (cross-industry functions)/Verticals – Investors/Investment Community • Seniors/Boomers (pre-Internet peeps) /Internet Generation • Policy Makers • Local Citizenry
  6. 6. Global Audience Reality Check Source: http://www.internetworldstats.com/
  7. 7. Global Audience Reality Check Source: http://www.internetworldstats.com/
  8. 8. Global Audience Reality Check Source: http://www.internetworldstats.com/
  9. 9. Finding Your Audience • Positioning/POV • Consistent Use of Keywords • #Hashtags • Media Networking • PR Contacts/Information Officers
  10. 10. May 2011: The Magna Carta of Content (seriously) http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
  11. 11. What Google Said • Don’t worry so much about coding and SEO • If you post fresh, credible and mostly nonpromotional content, we will find it • Your content should be: – – – – – – Factual Trustworthy Authoritative Well-edited Insightful Shareable
  12. 12. Packaging Your Content • • • • • • • • Long-form Short-form Pictures Video Pinboards Tweets E-books/Print Books White papers/Research Papers/Downloadables
  13. 13. The Wonderful World of Content
  14. 14. Broadcasting Your Content • Social Media (natch) – Low-Hanging Fruit (Twitter, FB, G+, LinkedIn, YouTube etc.) – Content Curation Sites (e.g., Scoop.It) – Niche Social Media (e.g, discussion boards) • Other Bloggers/Other Media (Including MSM) • Email
  15. 15. Building Your New Media Empire • • • • • • • • Webinars Conferences Research Speaking Gigs For-Sale Downloads Ebooks/Print Books Content Partnerships News Sites (e.g., AllThingD, TPM)
  16. 16. Getting Paid for Your Efforts • • • • • • • • • Advertisements Subscriptions/Premium Content Research Reports Consulting Trainings Paid Webinars Merchandise Affiliate Links Keyword Links
  17. 17. Coming Over to the Beige Side • Brand Journalism • Content Marketing Benefits: • There is an intense need for content creators on the corporate side • It’s almost like working for the MSM
  18. 18. Case Study: Please Don’t Pass the Nuts
  19. 19. Case Study: Please Don’t Pass the Nuts
  20. 20. Jon Greer Consulting LLC Content Strategy & Production Media Relations Investor Relations Spokesperson Training (remote & in-person) www.jgcllc.biz 510.547.7123 jgreer113@gmail.com @jongreer Jon’s Blogs http://www.biznology.com/author/jongree Jon Greer on PR http://jongreer.blogspot.com/
  21. 21. Thank you!

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