Community Content for Newsrooms
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A workshop on how newsrooms can create community networks with local bloggers and other groups to boost their content offerings and audience. Delivered at APME's Newstrain March 23-24, 2012.
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Community Content for Newsrooms
- 1. Who’s afraid of community content? How Newsrooms Can Tap Into The Best Of What’s Around Mandy Jenkins, @mjenkins Phoenix Newstrain, March 23-24, 2012
- 2. What is community content? How is it different from UGC?
- 3. Not everyone gets a trophy
- 4. Community partners can : • Provide high quality content in niche or underserved areas of your coverage • Bring in a new audience to your site • Lend their brands to yours
- 5. Examples to Draw From
- 6. The Cincinnati.Com Model • Sought bloggers to supplement underserved lifestyle content and popular sports content • Recruited existing local bloggers with known brands • Converted offline brands into onsite bloggers • Advertising on the blogs • Bloggers were paid
- 8. The TBD Model • Recruited existing local and hyperlocal blogs to supplement a small staff output • All topic areas considered, so long as it was local • Shared advertising with bloggers* • Bloggers were unpaid
- 10. • Increased content in Lifestyle area • Increased incoming traffic to Cincinnati.com • Added traffic from network affiliates increased overall pageviews • Built goodwill within the blogging community Cincinnati’s Success
- 11. • Increased local content • Sent traffic to a new website • Built awareness & trust for new brand • Built goodwill within the blogging community TBD’s Success
- 12. • What audiences do I want to reach that I’m not currently reaching? • What kind of content do we need to better attract and retain readers? Evaluate your needs
- 14. • Document every local content source you can find • Name, link, social networks, content type, etc. • Helpful for source building, too Step 1: Do a local blog audit
- 15. • The #1 space to find local blogs is the blog rolls of other local blogs • Follow the links down the rabbit hole Start with those you know
- 16. Ask your staff – and readers
- 17. • blockbyblock.us/ • outdoorbloggernetwork.com • blogher.com/network • sbnation.com • fansided.com • Google for other, more local networks Check blog networks
- 18. Create new blogs
- 19. • Community group, church and school publications • Neighborhood listservs and newsletters • Competing publications • Content outside your area More than blogs
- 21. Where will the content live?
- 22. Option 1: Host on your site
- 23. Option 2: Host offsite
- 24. Blog Preview Via RSS
- 25. Option 3: Direct linkouts
- 27. • Online staff? • Engagement/social media editor? • Section editor? • A mix? Who reaches out & manages this content?
- 29. • Who owns copyright? Questions to Consider
- 30. • Who owns copyright? • Will content be featured in print? Questions to Consider
- 31. • Who owns copyright? • Will content be featured in print? • Will bloggers be edited by staff? Questions to Consider
- 32. • Who owns copyright? • Will content be featured in print? • Will bloggers be edited by staff? • Required number or length of posts? Questions to Consider
- 33. • Monthly or by post? • Tied to pageviews? • Access to traffic reports? • Ad revenue share or no? Paying Bloggers
- 34. Blog Badges
- 35. Advertising
- 36. • Marketing, co-linking agreements • Co-hosted events and meetups • TV/media appearances Added Relationships
- 37. Questions?
- 38. Mandy Jenkins Twitter: @mjenkins Slides available at slideshare.net/mandyjenkins More resources at zombiejournalism.com
Notes de l'éditeur
- For the sake of this class: Writing, photography, graphics, video created by people who are not on your staff. UGC is general interest user content.
- What makes a community partnership more valuable than everyday UGC is that you are selecting and recruiting people who are already known in this space. They create good content - and they can bring their own audience to the site.
- Existing news presence looking to expand and grow audience
- Brand new local news presence looking to find an audience
- Brand new local news presence looking to find an audience
- Very close knit blogging community
- Cincy wanted to reach womenTBD wanted to reach local readers for a new siteThink niche: lifestyle, non-dominant sports, hyperlocal/neighborhood coverage
- We did this at both Cincinnati and TBD - collecting all of the blogs we could find in a spreadsheet with their social networks, contact info and a quick assessment of their viability as partners. It is time consuming, but this sort of list is useful for building your network and for future research and source-building.
- Local bloggers tend to interlink and be connected with one another - this is an excellent starting point.
- No local gardening blog, recruiting gardening center to write oneLocal cooking icon didn’t have an online presence, we made her one
- Outside vendor also happened to be local
- Blog roundups, with direct links out to the blog sources
- At TBD, community engagement eds with focuses in certain subject areas reached out and maintained relationshipsAt Cincy, it was a mix, depending on the subject area.
- Both sites kept copyright with blogger, could also publish blogs elsewhere, on other networks
- Cincinnati worked that out on a post by post basis
- Onsite blogs were given a once-over for content, not line edited
- Cincinnati didn’t write it into agreement, but said it outright needed 3 substantive posts a week
- Consult Cincy agreement and pay scale
- Denote members of the network, usually link back to a main page, driving traffic back. Might also include Omniture tracking code and/or ad tags
- Cincinnati sold ads on the blogs, usually as a vertical or group (food blogs, Reds blogs, living blogs, etc.)
- Cooking with Caitlin and Cincy Chic….We Love DC…..LOL Expo