The document provides 15 ways for content creators to connect with audiences and stay relevant in a crowded media landscape. It suggests building a network of bloggers, creating personality in content, focusing on niche audiences, embracing visuals like video, hosting Google Hangouts, making data interactive, optimizing newsletters for mobile, and creating an integrated publishing ecosystem across multiple platforms. The key challenges outlined are information overload, changing reader habits driven by mobile and social media, and increased competition for audiences' attention from many sources.
7. Reader habits are changing
• Active not passive
– Sharing
– Commenting
– Participating
• Love their mobile devices
– 87% of moms use smartphones
– 42% of moms say smartphones
are their device of choice for
information
– 34% of U.S. homes have tablets
• Curation over brand
loyalty
– 100 million Flipboard users
14. Advertisers*
• Local businesses
– Healthcare facilities
– Dining/entertainment
– After-school programs
• National brands
– Consumer goods
companies
– Adoption agencies
– Financial services firms
*See you at 10:45!
15. 2. Create personality
• Beyond the byline
• Photos
• Bios
• “featured authors”
• Build personal brands
• Grow fans and followers
16. 3. Get even nichier
• Use Google Trends to discover what
people in your region are searching for
• Create micro-audience segments
– ‘Mature’ first-time moms
– Millennial dads
– Special needs children
• Nurture sub-brands to help them grow
– Opportunities for sponsorships / underwriting
28. 11. Use social media the
way it’s meant to be used
Interactivity
Content
creation /
curation
Crowdsourcing
29. 12. Capture everything!
• Post as you go
– Digital first, then print
– Quotes from interviews
– Stats from research
• ‘Skin the pig’
– Repurpose across
channels
• Record interviews for
podcasts
• Post videos/photos from
events on social media
• Curate Facebook posts
into blog posts or print
articles
30. 13. Rethink your newsletter
• Optimize for
mobile
(responsive
design)
• Experiment
with
frequency
• Subdivide
into niche
topics
32. 15. Build a publishing
ecosystem
Print
magazine
Events
Mobile
Your
brand
Social
media
eMail
Website
33. 15 ways to create
content that connects
1.
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3.
4.
5.
6.
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8.
9.
10.
11.
12.
13.
14.
15.
Build a blog network
Create personality
Get even nichier
Practice ‘newsjacking’
Embrace visual storytelling
Host a Google Hangout
Turn data into content
Add a few engagement widgets to your website
Create ‘appointment programming’
Think mobile
Use social media the way it’s meant to be used
Capture everything!
Rethink your newsletter
Create an eBook
Build a publishing ecosystem