The document outlines a presentation on Locable's print-to-web strategy designed to drive web traffic from printed content. It discusses the importance of engaging readers through various content types and planning that involves the entire organization. Strategies include contextual calls-to-action, online exclusives, and tips for effective content creation and promotion.

1. WEEKLY OFFICE HOURS
We will begin momentarily, say hi in the chat pane!
TURN ON AUDIO OR DIAL IN
How To Drive Readers To Your Website
With Locable’s Print-to-Web Strategy

2. Participation
Type your questions into the
chat pane and we’ll address
them as we go or at the end
of the presentation.
Ask Us a Question!
www.locable.com 2

3. Today’s Agenda
 A brief overview of the
Print-To-Web strategy
 A review of the In-This-
Issue (ITI) approach
 Types of content
 Why you need a plan and
who needs to be involved
www.locable.com 3

4. Print-to-Web Overview
An engaged reader is looking to
extend their experience and is need
of cue’s – think in terms of story
arcs/cross promotion.
Confidential 4
Business
Basics
Contextual
CTAs
Online
Extras
Online
Exclusives
Share Back
To Print
A systematic approach to drive web traffic from print.
(and back)

5. Print-to-Web: The Print Side
Confidential 5
Business Basics Page
Contextual Calls-to-Action
• Newsletter
• Popular Online Articles (Online Exclusives)
• CTAs (Online Extras)
• Calendar
• Community Sponsors
• Contests
• Premium Listings
• Comments
• Cutting Room Floor (Extra photos, recipes,
sidebars, Q&A, overflow, etc.)
• Videos
• More Events (Calendar) or Listings (Directory)
• Related Articles

6. Print-to-Web: The Digital Side
Confidential 6
In-This-Issue (ITI) Article
ONE PLACE FOR ALL CONTENT REFERENCED IN PRINT
• Editors note/digital introduction
• Links to all print articles posted online
• List with links to all online exclusives and
extras
• Links to community sponsors
• Highlight contests
• Digital Edition
Embedded Digital Edition @
Bottom of ITI Article

7. The Digital Side (Con)
Confidential 7
In-This-Issue (ITI) Promotion
• “Pin” it to first spot in the carousel
• Add it to an archive page (In-Print category)
• Create sidebar graphic and link to the article
• Share THIS article to Facebook
• Include THIS article in newsletter
Then just send people to your homepage in print!

8. Types of Content
Online Exclusives
Born as part of the digital
editorial process
Shared in print for added
exposure/value to readers
(audience development)
www.locable.com 8
Online Extras
Created as part of the
print editorial process
Shared online for
various reasons:
• Online only
medium
• Audience
Development
• Sales package

9. Online Exclusives
 Pick your most popular articles
from pervious month
 Highlight a group, people or
business
 A big (and ongoing) story you’ve
covered
 Paid Placements (special
advertising section)
www.locable.com 9

10. Online Extras
 Gallery Extra
 Video
 Overflow (extra questions
from an interview, additional
recipes, etc.)
 Curated articles (social posts,
other resources, etc.)
 The same topic from a
different viewpoint (opinion,
angle, contributor)
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11. Online Extras Tips
 Always create an article and embed
content if necessary
– SEO, Context, Shareable
 Use consistent tagging for different types
and use this to display content
throughout site
– Homepage Widgets, Sidebar
Elements, Archive pages
 Pay attention to SEO
– Title, Description, Images
 Use the same style/icons in call-to-
actions in print
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12. Planning Ahead
 Crosses the entire organization
 Editors, Designers, Sales, Digital Team, Etc.
 Requires lead time from
advertisers/community
 Needs to be part of regular
conversations
 Editors ask for extra content
 Sales look for story ideas
www.locable.com 12

13. Helping You Reach Your Goals
Ask us how these programs can grow your business
We make it easier for you to do yourself:
 Community Content Engine (Tech)
 Training, Support and Resources
 A La Carte Fulfillment Services
 Additional Revenue Opportunities
Standard Membership
We do everything for you:
 Web Editor
 Community Manager
 Revenue Specialist
Publisher Concierge