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The Story of UncoveringPA 
And What You Can Learn From It 
Speaker: Jim Cheney 
UncoveringPA.com
Finding My Niche 
• No blog from visitPA 
• Only a few blogs from other visitor bureaus 
• No bloggers covering all of PA ...
Refining the Niche 
• Asked what people thought of when I said 
“Pennsylvania” 
• Travel experience gave me a unique 
pers...
What’s Your Niche?
Problems I Faced in the Beginning 
• Didn’t feel I knew enough to be an expert 
on PA travel 
• No one else was doing exac...
SEO Problem
When I First Started… 
• I thought videos would be very popular 
• I thought popular places would be top posts 
• I though...
However, I’ve Learned that… 
• videos aren’t that popular 
• off-beat places do much better 
• outdoor attractions tend to...
Adjust as You Go 
• Always be willing to tweak your blog 
• Never be afraid to try something new 
• Conduct a survey to as...
5 Things I Learned 
• Treat your blog like a business from day 1 
• Always be thinking about your niche and 
audience 
• M...
Have Questions? 
Jim@UncoveringPA.com 
Twitter: @UncoveringPA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
NEPA BlogCon 2014: Session  5 - Jim Cheney, Uncovering PA
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NEPA BlogCon 2014: Session 5 - Jim Cheney, Uncovering PA

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Presenter: Jim Cheney, Uncovering PA
Title: The Story of UncoveringPA (and What You Can Learn From It)

Published in: Social Media
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NEPA BlogCon 2014: Session 5 - Jim Cheney, Uncovering PA

  1. 1. The Story of UncoveringPA And What You Can Learn From It Speaker: Jim Cheney UncoveringPA.com
  2. 2. Finding My Niche • No blog from visitPA • Only a few blogs from other visitor bureaus • No bloggers covering all of PA and just PA • Few print guidebooks for areas outside of Philly
  3. 3. Refining the Niche • Asked what people thought of when I said “Pennsylvania” • Travel experience gave me a unique perspective • Honesty very important • Visual content was lacking on other sites
  4. 4. What’s Your Niche?
  5. 5. Problems I Faced in the Beginning • Didn’t feel I knew enough to be an expert on PA travel • No one else was doing exactly what I was doing • Didn’t know anyone in the industry • SEO issues from established sites
  6. 6. SEO Problem
  7. 7. When I First Started… • I thought videos would be very popular • I thought popular places would be top posts • I thought site’s signature would be honesty
  8. 8. However, I’ve Learned that… • videos aren’t that popular • off-beat places do much better • outdoor attractions tend to be the most popular • site is known for finding unknown places • the more in-depth the better
  9. 9. Adjust as You Go • Always be willing to tweak your blog • Never be afraid to try something new • Conduct a survey to ask your readers what they want • Targeted marketing is invaluable • Use Google Analytics, Facebook metrics, etc. to find out what your audience wants
  10. 10. 5 Things I Learned • Treat your blog like a business from day 1 • Always be thinking about your niche and audience • Maximize your strengths and overcome your weaknesses • Marketing is important (and will be even more important in the future) • Be persistent
  11. 11. Have Questions? Jim@UncoveringPA.com Twitter: @UncoveringPA

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