Conversation Marketing for Newspapers

Conversation Marketing

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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



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

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

http://images.google.com/imgres?imgurl=http://theleetgeeks.com/large_images/viddler_logo.gif&imgrefurl=http://theleetgeeks.com/video/&h=226&w=580&sz=13&hl=en&start=1&sig2=F-itwPMKU2foqh8wkLrMrQ&um=1&tbnid=BwbAPsNL2WLcEM:&tbnh=52&tbnw=134&ei=WbubSOLvMI2AeaqI_LoF&prev=/images?q=viddler&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Promote Your Content

http://images.google.com/imgres?imgurl=http://www.officesnapshots.com/wp-content/uploads/2007/07/revver_logo.gif&imgrefurl=http://www.officesnapshots.com/category/revver/&h=66&w=200&sz=2&hl=en&start=2&sig2=AX30V8LtbsFUUKGFEsFGlg&um=1&tbnid=ySe-mAX331esHM:&tbnh=34&tbnw=104&ei=YLV6SMisM4LgeZmp4FE&prev=/images?q=revver+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Promote Others’ Recommendations


Credibility Through Validation

Choose Appropriate Outlets



Blogs Matter

Engage Popular People

Stream It

The Power of RSS


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

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W44

200

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W46

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W48

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W50

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W52

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W02

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W04

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W06

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W08

200

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W10

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W12

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W14

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9

Prominent blogger link

Prominent magazine link

High interest event

Prominent magazine mention (no link)

Good and Bad Visibility


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

Conversation Marketing for Newspapers

Business