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.

1. Michael Lello
Highway 81 Revisited
Content Creation

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. What is Highway 81 Revisited?
An online source for music news, reviews,
interviews, new songs and videos across
various genres.

5. 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.)

6. 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.

8. What are others saying?
-Blabbermouth.net

9. 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).

10. Social Networking
Don’t just share links – create conversations

11. Social Networking
Offer something of value
August 2013 Newsletter

12. 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

13. Existing in “Real Life”
• Events
• Concerts
• BlogCon
• Arts on the Square
• Newsletter
• Promotions
• Contests

14. Questions?