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.

1. Promoting Your Journalism Online
(And Maybe Getting Paid Too)
UCB J-School Presentation
November 18, 2013

2. Agenda
W HAT ’ S Y OUR B EAT ?
W HO ’ S Y OUR A UDIENCE ?
PACKAGING Y OUR C ONTENT
B UILDING Y OUR N EW M EDIA E MPIRE
G ETTING PAID F OR Y OUR E FFORTS
C OMING O VER TO THE B EIGE S IDE

3. 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

4. What’s Your Beat?
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Biz/tech/B2B
Consumer
Health/Science
Personal Finance
Politics
Offbeat/Niche-y/Wide-ranging
Local
Controversial/Whistle-blowing

5. 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

6. Global Audience Reality Check
Source: http://www.internetworldstats.com/

7. Global Audience Reality Check
Source: http://www.internetworldstats.com/

8. Global Audience Reality Check
Source: http://www.internetworldstats.com/

9. Finding Your Audience
• Positioning/POV
• Consistent Use of
Keywords
• #Hashtags
• Media Networking
• PR
Contacts/Information
Officers

10. May 2011:
The Magna
Carta of
Content
(seriously)
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

11. What Google Said
• Don’t worry so much about coding and SEO
• If you post fresh, credible and mostly nonpromotional content, we will find it
• Your content should be:
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Factual
Trustworthy
Authoritative
Well-edited
Insightful
Shareable

12. Packaging Your Content
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Long-form
Short-form
Pictures
Video
Pinboards
Tweets
E-books/Print Books
White papers/Research Papers/Downloadables

13. The Wonderful World of Content

14. 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)
• Email

15. Building Your New Media Empire
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Webinars
Conferences
Research
Speaking Gigs
For-Sale Downloads
Ebooks/Print Books
Content Partnerships
News Sites (e.g., AllThingD, TPM)

16. Getting Paid for Your Efforts
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Advertisements
Subscriptions/Premium Content
Research Reports
Consulting
Trainings
Paid Webinars
Merchandise
Affiliate Links
Keyword Links

17. Coming Over to the Beige Side
• Brand Journalism
• Content Marketing
Benefits:
• There is an intense need for
content creators on the
corporate side
• It’s almost like working for
the MSM

18. Case Study: Please Don’t Pass the
Nuts

19. Case Study: Please Don’t Pass the
Nuts

20. Jon Greer Consulting LLC
Content Strategy &
Production
Media Relations
Investor Relations
Spokesperson Training
(remote & in-person)
www.jgcllc.biz
510.547.7123
jgreer113@gmail.com
@jongreer
Jon’s
Blogs
http://www.biznology.com/author/jongree
Jon Greer on PR
http://jongreer.blogspot.com/

21. Thank you!