How To Drive Readers To Your Website With Locable's Print-to-Web Strategy [Redux]7-15

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How To Drive Readers To Your Website With Locable’s Print-to-Web Strategy

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Today’s Agenda

A brief overview of the Print-To-Web strategy

A review of the In-This-Issue (ITI) approach

Types of content

Why you need a plan and who needs to be involved

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Print-to-Web Overview

An engaged reader is looking to extend their experience and is need of cue’s – think in terms of story arcs/cross promotion.

Confidential 4

Business Basics

Contextual CTAs

Online Extras

Online Exclusives

Share Back To Print

A systematic approach to drive web traffic from print.(and back)

Print-to-Web: The Print Side

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Business Basics Page

Contextual Calls-to-Action

• Newsletter• Popular Online Articles (Online Exclusives)• CTAs (Online Extras)• Calendar• Community Sponsors• Contests• Premium Listings• Comments

• Cutting Room Floor (Extra photos, recipes, sidebars, Q&A, overflow, etc.)

• Videos• More Events (Calendar) or Listings (Directory)• Related Articles

Print-to-Web: The Digital Side

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In-This-Issue (ITI) Article

ONE PLACE FOR ALL CONTENT REFERENCED IN PRINT • Editors note/digital introduction• Links to all print articles posted online• List with links to all online exclusives and

extras• Links to community sponsors• Highlight contests• Digital Edition

Embedded Digital Edition @ Bottom of ITI Article

The Digital Side (Con)

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In-This-Issue (ITI) Promotion

• “Pin” it to first spot in the carousel• Add it to an archive page (In-Print category)• Create sidebar graphic and link to the article• Share THIS article to Facebook• Include THIS article in newsletter

Then just send people to your homepage in print!

Types of ContentOnline Exclusives

Born as part of the digital editorial process

Shared in print for added exposure/value to readers (audience development)

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Online Extras

Created as part of the print editorial process

Shared online for various reasons:

• Online only medium

• Audience Development

• Sales package

Online Exclusives Pick your most popular articles

from pervious month

Highlight a group, people or business

A big (and ongoing) story you’ve covered

Paid Placements (special advertising section)

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Online Extras Gallery Extra

Video

Overflow (extra questions from an interview, additional recipes, etc.)

Curated articles (social posts, other resources, etc.)

The same topic from a different viewpoint (opinion, angle, contributor)

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Online Extras Tips Always create an article and embed

content if necessary

– SEO, Context, Shareable

Use consistent tagging for different types and use this to display content throughout site

– Homepage Widgets, Sidebar Elements, Archive pages

Pay attention to SEO

– Title, Description, Images

Use the same style/icons in call-to-actions in print

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Planning Ahead Crosses the entire organization

Editors, Designers, Sales, Digital Team, Etc.

Requires lead time from advertisers/community

Needs to be part of regular conversations

Editors ask for extra content

Sales look for story ideas

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Helping You Reach Your Goals

Ask us how these programs can grow your business

We make it easier for you to do yourself: Community Content Engine (Tech) Training, Support and Resources A La Carte Fulfillment Services Additional Revenue Opportunities

Standard Membership

We do everything for you: Web Editor Community Manager Revenue Specialist

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