Conversation Marketing for Newspapers

Conversation Marketing

AOL Hell

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Today

Vincent Ferrari

Marketing Tactics

Source: Elliance, Inc.

What You’re Looking For

Search VisibilityPersistent LinksContent SyndicationWord of MouthTargeted CommunitiesConversation

People Streams

Source: Elliance, Inc.

Source: Elliance, Inc.

Life of an Article

Traffic strategies

Link internally Use consistent domains Ask for “link love” Promote outbound links File a site map Register on bookmarking sites

Publish Everywhere it Makes Sense

Promote Your Content

Promote Others’ Recommendations

Source: Elliance, Inc.

Credibility Through Validation

Choose Appropriate Outlets

Source: Elliance, Inc.

Source: Elliance, Inc.

Blogs Matter

Engage Popular People

Stream It

The Power of RSS

Source: Elliance, Inc.

RSS Is For Machines, Not People

Tracking success

Traffic – unique visitors vs. page views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks WebsiteGrader, Xinu, Compete, Alexa, etc.

Track and Double Down

Use Third-Party Tools

Growth Will be Steady

Link Love

02,0004,0006,0008,000

10,00012,00014,000

W40

200

8

W42

200

8

W44

200

8

W46

200

8

W48

200

8

W50

200

8

W52

200

8

W02

200

9

W04

200

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W06

200

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W08

200

9

W10

200

9

W12

200

9

W14

200

9

Prominent blogger link

Prominent magazine link

High interest event

Prominent magazine mention (no link)

Good and Bad Visibility

Source: Elliance, Inc.

Tricks of the trade

Encourage and respond to comments Comment elsewhere Report Serialize Use themes Give stuff away Use Multiple Media

Widgets Extend Reach

EasyWiFiRadar – Find hot spots

Flickr – Share

photos from your travels

Seekr – Displays photos matching tags you enter

Jaxtr – Readers can call you

without having your phone

number

MyBlogLog – Readers engage with each other

Tag Clouds – Quick visual map of what you write

aboutMeetup –

Get together

with others

LinkedIn – Contacts network

Google Calendar –when you’re

available

Twitter – Group text messaging

Technorati – Blog ranking

25% of SEO is On-Page Visible

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

25% On-Page INvisible

Description

Keywords

Alt Images

And 75% is Word-of-Mouth