Whether you’re looking to build a local news media site or a local lifestyle publication, finding great local content is critical to your success. Taking the time to develop a few key relationships within your community will help keep a steady stream of news and stories filling your inbox and making your life easier.
Digital is not replacing print – at least not in the way you think if you’re a local publisher. In nearly every business you strive to identify opportunities to introduce new product lines. My father-in-law runs a local HVAC (heating and air conditioning) business and a few years ago added solar installation because his company was fundamentally well equipped to offer this new product which results in new value and more revenue. A retailer is always on the lookout for new clothing lines that will be well received by their customers – either to meet their current customers needs or to attract a new clientele. Product extension doesn’t detract from the ‘current’ offering when done… [Read More]
When someone asks a question it’s easy to give a simple answer however there’s often much more to the sentiment behind the questions. We regularly field questions from publishers ranging from simple things like how to update their homepage or target an advertisement to more advanced things like how to effectively post their print content online and leverage it across social media and email newsletters. I make it a personal goal to not merely answer their immediate question but help them attain a deeper understanding. It’s good business and the right thing to do. It’s akin to the difference between giving a man a fish and teaching a man to fish, in the latter case… [Read More]
How you do things matter as much as what you do, especially when it comes to content and it’s reach within search engines and social media. For instance, there are two publishers we work with with comparable ‘fan bases’ but very different engagement. Publisher A has just under 7k FB fans and serves a community of some 30-40k people. Publisher B has just under 8k FB fans and serves a community of a few hundred thousand people. Publisher A‘s average post reaches 7k people with better posts reaching 15k or more (keep in mind FB average is roughly 2% of the fanbase so even ‘average’ posts are killing it). Publisher B‘s average post reaches 200-300… [Read More]
The life of a publisher isn’t an easy one. We’ve got people pulling us in tons of different directions. The sales staff, the editorial team, advertisers, business partners, prospects, leads, our families. With your focus on any one of these tasks limited, where do we find time to concentrate on driving traffic and gaining a better social media following? Some publishers may gawk at the idea of using “canned content,” but today, we’ll show you three ways to use it to your advantage without sacrificing quality.
Call it a New Years resolution or call it a goal but the one thing every publisher needs to do in 2015 is to start treating their digital presence as an opportunity to drive real revenue rather than a necessary evil! Even if you’re like many publishers and look at your website as an expense, it’s relatively easy to turn that around quickly. In 2015 resolve to leverage your digital efforts to increase revenues and your bottom line with this simple plan.
In 2010, American Express started Small Business Saturday to help businesses get more customers and ever since then it has grown into a powerful movement that encourages people to shop small. As a local publisher, you are uniquely positioned to champion the effort in your community or as American Express calls it “Rally Your Neighborhood”. Steven Jack, of OnlyOswego.com, has done a nice job promoting the day for his community and we’ve outlined how he did it along with a couple other ideas to take advantage of #SmallBizSat.
We get the opportunity to work with publishers of all types and sizes and regularly field important questions. We’re introducing a new series called Quick Bytes where we’ll answer their question(s) on video and produce a short post related to it so other publishers can learn from their experiences. In this first episode we address the following question from a quarterly magazine (edited to shorten): I am meeting with a real estate agency. My contact has a background in digital sales. He has asked me to bring information regarding website traffic. Specifically, he wants data from Google Analytics and our audience (i.e. who are we specifically reaching, how are they utilizing the site), etc. I… [Read More]
We live in a world replete with data, statistics and analytics but that doesn’t mean that all data are actionable or even worth our attention – given the daily grind. In this post and the attached video I show you how to setup and use Facebook Page Insights Pages-to-Watch to keep an eye on competitors, find content ideas and even track prospects to be better prepared to close. Adding Pages to Watch Visit your Facebook page and click on Insights when logged in as a page admin. Then scroll to the bottom to add Pages-to-Watch, you have to add at least 5. Add competitors, sites you like/respect that are similar enough to you to be useful i.e. not… [Read More]
My family and I recently moved into a new home – new as in new to us – and the faucets and fixtures are from the 80’s. This has practical implications for our family as our eldest child is still just 6 years old and thus none of our kids can turn on the faucet in their bathroom to wash their hands without help. As responsible parents we’re preparing to replace the faucets and my son (the aforementioned 6 year old) asked, “If the faucets are bad why did we even move in here?” In his mind in that moment the faucets were the most important aspect of the house and they didn’t work we… [Read More]