Title goes here Content that Connects

About me

• Longtime journalist

• Digital retread

• Father of 3

First things first

Print is not dead …

I’m not

dead yet!

But the crisis is real

Information overload

The Google challenge

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

Many sources competing

for moms’ attention

How to stay in the game?

• Become more relevant

• Make an emotional connection

• Innovate around the edges

• Medicate heavily

15 ways to

create

content

that

connects

1. Build a blog network

A roster of regular contributors can:

• Extend your reach

• Fill gaps in your coverage

Independent bloggers

Local experts

• Teachers

• Medical professionals

•Lawyers

•Non-profit pros

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!

2. Create personality

• Beyond the byline

• Photos

• Bios

• “featured authors”

• Build personal brands

• Grow fans and followers

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

4. Practice ‘newsjacking’

• Use curation to

localize national

topics

• Demonstrates

currency and

relevancy

5. Embrace visual storytelling

• Americans

watched

48.7 billion

online

videos in

January

Free/low-cost tools

• TouchCast

• Wibbitz, Gui.de

6. Host a Google Hangout

• Easy to set up

• Up to 10 participants

• Record & publish on

YouTube or website

7. Turn data into content

• Make your directories:

– Searchable

– Sortable

– Cutomizable

– PDFs: Just say no

Interactive directories

• Rankings

• Local directories – schools, activities

• Gift guides / with e-commerce integration

Data visualization

• Use public data

• Free tools available

8. Add a few engagement

widgets to your website

• Social sharing

• Commenting tools

9. Create ‘appointment

programming’

10. Think mobile

• Mobile web

traffic rising

sharply

• 40% of all

mobile

searches are

performed with

a local intent

Moms love mobile

11. Use social media the

way it’s meant to be used

Interactivity Crowdsourcing

Content

creation /

curation

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

13. Rethink your newsletter

• Optimize for

mobile

(responsive

design)

• Experiment

with

frequency

• Subdivide

into niche

topics

14. Create an eBook

• Repurposed archives

• Mobile-friendly

• Revenue opportunity

15. Build a publishing

ecosystem

Your brand

Print magazine

Mobile

eMail

Website

Social media

Events

15 ways to create

content that connects 1. Build a blog network

2. Create personality

3. Get even nichier

4. Practice ‘newsjacking’

5. Embrace visual storytelling

6. Host a Google Hangout

7. Turn data into content

8. Add a few engagement widgets to your website

9. Create ‘appointment programming’

10. Think mobile

11. Use social media the way it’s meant to be used

12. Capture everything!

13. Rethink your newsletter

14. Create an eBook

15. Build a publishing ecosystem

Questions?

Thank You

• Email: rob@emediavitals.com

• Twitter: @roboregan

• LinkedIn:

http://www.linkedin.com/in/roboregan