Blogs and BeyondBlogs and BeyondIncorporating New Media Content

Into Your OfferingsRobyn Greenspan, Editor-in-Chief, ExecuNet

Content’s Intent

To broadcast (or narrowcast) messages, opinions, information (one-dimensional)

To start conversations (interactive) To drive to the web

(traffic/engagement)

The Winning Hybrid

Content + Marketing + Social Media = SOCIAL SYNDICATION

Quality content has no value if it’s not being read.

Bring your content to the party – but WHERE’S THE PARTY?

Content Delivery Channels/Drive to Content Strategies Blogs Mobile Twitter Widgets RSS Feeds Status Updates “Answers” Groups Audio, Video Podcasts Community, Comments Reader-Generated Loop Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us

Blogs

Editors, CEO, staff – executive/expert presence Remnants – relevant content that doesn’t

have a place in the publication/site Commentary, opinion – instead of news Personal – creating “story” around your

product, people

Mobile Internet (“Weekend Web”)

Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics

58% of smartphone users have accessed news or information via their device – M:Metrics

85% of iPhone users have accessed news or information via their device – M:Metrics Optimize web pages for mobile reading

Mobile Text Messaging

2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner 301 billion mobile messages to be sent in

the U.S. in 2008 – Gartner

Twitter Twitter.com

Micro-blogging, mass text messaging “Business casual” environment – messages must

be under 140 characters Drive readers to twitter.com/yournamehere and

have them “follow” you “Tweet” headline + URL

Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport

Widgets

Small pieces of code downloadable to desktop, website, task bar

Push content Viral

RSS

Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)

Better than bookmarks All sections of the publication should

carry an RSS subscription button Feedburner

Status Updates

Informs network Drives to content Beware “UCD” = updating

compulsively disorder

Answers

LinkedIn, Yahoo!, Ask Metafilter You’re the expert -- respond to questions

that subtly showcase your content/research

Transparency is essential

Audio, Video Podcasts

Commentary, interviews, news can be offered on your site Offered via iTunes by one-off or

subscription YouTube channel

Community, Comments

Interactive platform for readers Creates stickiness Inspire discussion with content, links

Add comments to other communities/blogs

Reader-Generated Loop

Capture member conversations Package and distribute

Contributors will virally spread

Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us

Content sharing, social bookmarking Digg demographic

Male, 18-49 years old, $30-$100k Compelling headlines Prepare for the “Digg Effect”

Just Because You Can…Should You?

Hyper-distribution Can saturate a niche audience Message clarity, purpose

Measuring Success

Traffic Views Comments Feedback Subscribers Clickthroughs Search ranking

Blogs and Beyond:Incorporation New Media Content Into Your

Offerings

Robyn Greenspan Editor-in-Chief, ExecuNetrgreenspan@execunet.com