Michael Lello
Highway 81 Revisited
Content Creation
Quick Facts
•

Bachelors degree in journalism from Penn State
University

•

Masters degree in writing studies from St. Jo...
What is Highway 81 Revisited?
An online source for music news, reviews,
interviews, new songs and videos across
various ge...
Content Selection
Questions to ask yourself
 Is it exclusive?
 Is it relevant to our readers?

 Is it something we are ...
Quality vs. Quantity
It’s not important how many times you post.
Each story has a different shelf life (news vs.
interview...
What are others saying?

-Blabbermouth.net
Differentiate From Other Sites
• Pitchfork.com – only
covers indie rock
• Blabbermouth.net –
only covers heavy metal

• On...
Social Networking
Don’t just share links – create conversations
Social Networking
Offer something of value

August 2013 Newsletter
Establishing Credibility
• Everyone that writes for the site has
journalism training and experience.
• The staff have exis...
Existing in “Real Life”
• Events
• Concerts
• BlogCon
• Arts on the Square

• Newsletter
• Promotions
• Contests
Questions?
NEPA BlogCon 2013 - Content Creation & Management
NEPA BlogCon 2013 - Content Creation & Management
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NEPA BlogCon 2013 - Content Creation & Management

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Content Creation & Management

Presented By: Michael Lello
Track: Marketing
Session Format: Single Presenter Session
Description: Michael’s blog, Highway 81 Revisted, is an example of great content in action. This session will go over what types of content you can create and why, how to promote your content once it’s live, and ways to share your content so you can build a strong brand and loyal readership.

Published in: News & Politics, Technology
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NEPA BlogCon 2013 - Content Creation & Management

  1. 1. Michael Lello Highway 81 Revisited Content Creation
  2. 2. Quick Facts • Bachelors degree in journalism from Penn State University • Masters degree in writing studies from St. Joseph’s University. • 13 years of journalism experience o Weekender editor 2007-2011 o Keystone Press Award recipient o Society of Professional Journalists recipient • Founded Highway 81 Revisited in 2011
  3. 3. What is Highway 81 Revisited? An online source for music news, reviews, interviews, new songs and videos across various genres.
  4. 4. Content Selection Questions to ask yourself  Is it exclusive?  Is it relevant to our readers?  Is it something we are interested in?  Does it have potential to be shared? (Other sites, social networks, etc.)
  5. 5. Quality vs. Quantity It’s not important how many times you post. Each story has a different shelf life (news vs. interviews). Establish a voice.
  6. 6. What are others saying? -Blabbermouth.net
  7. 7. Differentiate From Other Sites • Pitchfork.com – only covers indie rock • Blabbermouth.net – only covers heavy metal • On Sept. 17 alone, we posted an interview with Don Felder, formerly of The Eagles (classic rock) and new songs by Best Coast and Dr. Dog (indie).
  8. 8. Social Networking Don’t just share links – create conversations
  9. 9. Social Networking Offer something of value August 2013 Newsletter
  10. 10. Establishing Credibility • Everyone that writes for the site has journalism training and experience. • The staff have existing relationships with readers as well as music industry people like publicists and promoters
  11. 11. Existing in “Real Life” • Events • Concerts • BlogCon • Arts on the Square • Newsletter • Promotions • Contests
  12. 12. Questions?
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