blogs and beyond
Post on 11-Nov-2014
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Blogs and BeyondBlogs and BeyondIncorporating New Media Content
Into Your OfferingsRobyn Greenspan, Editor-in-Chief, ExecuNet
Content’s Intent
To broadcast (or narrowcast) messages, opinions, information (one-dimensional)
To start conversations (interactive) To drive to the web
(traffic/engagement)
The Winning Hybrid
Content + Marketing + Social Media = SOCIAL SYNDICATION
Quality content has no value if it’s not being read.
Bring your content to the party – but WHERE’S THE PARTY?
Content Delivery Channels/Drive to Content Strategies Blogs Mobile Twitter Widgets RSS Feeds Status Updates “Answers” Groups Audio, Video Podcasts Community, Comments Reader-Generated Loop Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
Blogs
Editors, CEO, staff – executive/expert presence Remnants – relevant content that doesn’t
have a place in the publication/site Commentary, opinion – instead of news Personal – creating “story” around your
product, people
Mobile Internet (“Weekend Web”)
Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics
58% of smartphone users have accessed news or information via their device – M:Metrics
85% of iPhone users have accessed news or information via their device – M:Metrics Optimize web pages for mobile reading
Mobile Text Messaging
2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner 301 billion mobile messages to be sent in
the U.S. in 2008 – Gartner
Twitter Twitter.com
Micro-blogging, mass text messaging “Business casual” environment – messages must
be under 140 characters Drive readers to twitter.com/yournamehere and
have them “follow” you “Tweet” headline + URL
Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport
Widgets
Small pieces of code downloadable to desktop, website, task bar
Push content Viral
RSS
Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)
Better than bookmarks All sections of the publication should
carry an RSS subscription button Feedburner
Status Updates
Informs network Drives to content Beware “UCD” = updating
compulsively disorder
Answers
LinkedIn, Yahoo!, Ask Metafilter You’re the expert -- respond to questions
that subtly showcase your content/research
Transparency is essential
Audio, Video Podcasts
Commentary, interviews, news can be offered on your site Offered via iTunes by one-off or
subscription YouTube channel
Community, Comments
Interactive platform for readers Creates stickiness Inspire discussion with content, links
Add comments to other communities/blogs
Reader-Generated Loop
Capture member conversations Package and distribute
Contributors will virally spread
Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
Content sharing, social bookmarking Digg demographic
Male, 18-49 years old, $30-$100k Compelling headlines Prepare for the “Digg Effect”
Just Because You Can…Should You?
Hyper-distribution Can saturate a niche audience Message clarity, purpose
Measuring Success
Traffic Views Comments Feedback Subscribers Clickthroughs Search ranking
Blogs and Beyond:Incorporation New Media Content Into Your
Offerings
Robyn Greenspan Editor-in-Chief, ExecuNetrgreenspan@execunet.com
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