NEPA BlogCon 2013 - Content Creation & Management

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?