promoting & sharing your journalism online (and getting paid, too)
DESCRIPTION
While traditional journalism jobs are becoming more scarce, there has actually never been a better opportunity for journalists to create and share content -- and get paid for it. Users (and therefore Google) are looking for authoritative, non-promotional, well-edited and factual content - exactly what journalists are trained to create. This presentation goes through some of the ins and outs and producing journalist content online and getting paid to do so.TRANSCRIPT
Promoting Your Journalism Online (And Maybe Getting Paid Too)
UCB J-School PresentationNovember 18, 2013
Agenda
WHAT’S YOUR BEAT?WHO’S YOUR AUDIENCE?
PACKAGING YOUR CONTENTBUILDING YOUR NEW MEDIA
EMPIREGETTING PAID FOR YOUR
EFFORTSCOMING OVER TO THE BEIGE
SIDE
About Jon Greer
• Content marketer, blogger, media trainer, former journalist
• Content Marketing firm focused on financial services, tech companies, legal sector
• Follow me to track content marketing trends @jongreer
• Let’s connect on LinkedIn:
www.linkedin.com/in/jongreer
What’s Your Beat?
• Biz/tech/B2B• Consumer• Health/Science• Personal Finance• Politics• Offbeat/Niche-y/Wide-ranging• Local• Controversial/Whistle-blowing
Who’s Your Audience?
• Consumers– High-End, Specialty, Budget, Ethnic
• Businesses– Corporate and Small Business buyers– Horizontal (cross-industry
functions)/Verticals– Investors/Investment Community
• Seniors/Boomers (pre-Internet peeps) /Internet Generation
• Policy Makers• Local Citizenry
Global Audience Reality Check
Source: http://www.internetworldstats.com/
Global Audience Reality Check
Source: http://www.internetworldstats.com/
Global Audience Reality Check
Source: http://www.internetworldstats.com/
Finding Your Audience• Positioning/POV• Consistent Use of
Keywords• #Hashtags• Media Networking• PR
Contacts/Information Officers
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
May 2011:The Magna Carta of Content(seriously)
What Google Said• Don’t worry so much about coding and
SEO• If you post fresh, credible and mostly non-
promotional content, we will find it• Your content should be:
– Factual– Trustworthy– Authoritative– Well-edited– Insightful– Shareable
Packaging Your Content
• Long-form• Short-form• Pictures• Video• Pinboards• Tweets• E-books/Print Books• White papers/Research
Papers/Downloadables
The Wonderful World of Content
Broadcasting Your Content
• Social Media (natch)– Low-Hanging Fruit (Twitter, FB, G+, LinkedIn,
YouTube etc.)– Content Curation Sites (e.g., Scoop.It)– Niche Social Media (e.g, discussion boards)
• Other Bloggers/Other Media (Including MSM)
Building Your New Media Empire
• Webinars• Conferences• Research• Speaking Gigs• For-Sale Downloads• Ebooks/Print Books• Content Partnerships• News Sites (e.g., AllThingD, TPM)
Getting Paid for Your Efforts
• Advertisements• Subscriptions/Premium Content• Research Reports• Consulting• Trainings• Paid Webinars• Merchandise• Affiliate Links• Keyword Links
Coming Over to the Beige Side
• Brand Journalism• Content Marketing
Benefits:• There is an intense need for
content creators on thecorporate side
• It’s almost like working for the MSM
Case Study: Please Don’t Pass the Nuts
Case Study: Please Don’t Pass the Nuts
Jon Greer Consulting LLC
Content Strategy & ProductionMedia RelationsInvestor Relations Spokesperson Training
(remote & in-person)
[email protected]@jongreer
Jon’s Blogs
Jon Greer on PR http://jongreer.blogspot.com/
http://www.biznology.com/author/jongreer/
Thank you!