Promoting & Sharing Your Journalism Online (And Getting Paid, Too)
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Transcript of Promoting & Sharing Your Journalism Online (And Getting Paid, Too)
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!