Content that Connects

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Information about Content that Connects
Business & Mgmt

Published on March 4, 2014

Author: RobORegan1



Small, independent magazine publishers face many challenges in building and retaining an audience. This presentation at the Parenting Media Association's 2014 spring conference offers some helpful tips for creating unique, engaging content.

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,

6. Host a Google Hangout • Easy to set up • Record & publish on • Up to 10 participants 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 Content creation / curation Crowdsourcing

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 Print magazine Events Mobile Your brand Social media eMail Website

15 ways to create content that connects 1. 2. 3. 4. 5. 6. 7. 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


Thank You • Email: • Twitter: @roboregan • LinkedIn:

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