“Marketing Your Work and Engaging Your Audience - Marketing Your Work” from Reynolds Business Journalism Week 2016 by Elizabeth Mays

1. Marketing Your Work
by Elizabeth Mays
Reynolds Week 2016

2. Why me? Why this presentation?
Web marketing for the Reynolds Center, Cronkite School
Web marketing for other
Serial content entrepreneur (freelancer)
Connect at: linkedin.com/in/elizabethsmith2009

3. Why are you marketing your work? What’s the point?
Share an important story?
Prove worth to current employer?
Prove worth to future employer?
Brand self around expertise?
Build brand you can monetize later?
Other?

4. What do you want people to DO after your content?
Read your work?
Think you’re an awesome reporter?
Go to your website to learn more about you?
Add yourselves to your followers?
Keep you in mind for opportunities?
Other?

5. Conversion possibilities (think like a marketer)
Consume your content
Share your content
Give you their info
Buy your stuff
Offer you a job

6. Key performance indicators
What is the one metric that matters to you?
Strategy, goals, tactics will depend on this answer.

7. Critical
Build your fan base / following
and a way to communicate with them.

8. Your website: quick tips
Use WordPress.
Use WordPress self-hosted so you can have plug-ins (cheapest
option, widely developed for).
Include Google Analytics.

9. Google analytics demo

10. Strategies
Hub and spoke from social back to website
Lead capture (build and quantify your list--plug-in)
Revenue generated or subscription content (ebook, podcast,
youtube channel, etc.--plug-in)

11. Make your content trackable
Make the content you send out from your employer’s website
trackable too, so you can track the impact YOUR audience and
network is making on their content.
● Bit.ly
● Etc.

12. Email communications to your list
Weekly digest email that sends people back to your website
but also links to your interesting content there and
elsewhere

13. Think outside the social box
Medium (long-form)
LinkedIn (long-form)
Youtube (video, channel subscription)
Periscope (live-streaming)

14. Segueway to social