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Content Creation & Management Presented By: Michael Lello Track: Marketing Session Format: Single Presenter Session Description: Michael’s blog, Highway 81 Revisted, is an example of great content in action. This session will go over what types of content you can create and why, how to promote your content once it’s live, and ways to share your content so you can build a strong brand and loyal readership.
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Michael LelloHighway 81 Revisited
Content Creation
Quick Facts• Bachelors degree in journalism from Penn State
University
• Masters degree in writing studies from St. Joseph’s University.
• 13 years of journalism experienceo Weekender editor 2007-2011o Keystone Press Award recipiento Society of Professional Journalists recipient
• Founded Highway 81 Revisited in 2011
What is Highway 81 Revisited?
An online source for music news, reviews, interviews, new songs and videos across
various genres.
Content SelectionQuestions to ask yourself
Is it exclusive?
Is it relevant to our readers?
Is it something we are interested in?
Does it have potential to be shared? (Other sites, social networks, etc.)
Quality vs. Quantity
It’s not important how many times you post.
Each story has a different shelf life (news vs. interviews).
Establish a voice.
What are others saying?
-Blabbermouth.net
Differentiate From Other Sites
• Pitchfork.com – only covers indie rock
• Blabbermouth.net – only covers heavy metal
• On Sept. 17 alone, we posted an interview with Don Felder, formerly of The Eagles (classic rock) and new songs by Best Coast and Dr. Dog (indie).
Social Networking
Don’t just share links – create conversations
Social Networking
Offer something of value
August 2013 Newsletter
Establishing Credibility
• Everyone that writes for the site has journalism training and experience.
• The staff have existing relationships with readers as well as music industry people like publicists and promoters
Existing in “Real Life”• Events• Concerts• BlogCon• Arts on the Square
• Newsletter• Promotions• Contests
Questions?