How To Drive Readers To Your Website With Locable's Print-to-Web Strategy [Redux]7-15
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The document outlines a presentation on Locable's print-to-web strategy designed to drive web traffic from printed content. It discusses the importance of engaging readers through various content types and planning that involves the entire organization. Strategies include contextual calls-to-action, online exclusives, and tips for effective content creation and promotion.
How To Drive Readers To Your Website With Locable's Print-to-Web Strategy [Redux]7-15
- 1. WEEKLY OFFICE HOURS We will begin momentarily, say hi in the chat pane! TURN ON AUDIO OR DIAL IN How To Drive Readers To Your Website With Locable’s Print-to-Web Strategy
- 2. Participation Type your questions into the chat pane and we’ll address them as we go or at the end of the presentation. Ask Us a Question! www.locable.com 2
- 3. 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 www.locable.com 3
- 4. 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)
- 5. Print-to-Web: The Print Side Confidential 5 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
- 6. Print-to-Web: The Digital Side Confidential 6 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
- 7. The Digital Side (Con) Confidential 7 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!
- 8. Types of Content Online Exclusives Born as part of the digital editorial process Shared in print for added exposure/value to readers (audience development) www.locable.com 8 Online Extras Created as part of the print editorial process Shared online for various reasons: • Online only medium • Audience Development • Sales package
- 9. 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) www.locable.com 9
- 10. 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) www.locable.com 10
- 11. 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 www.locable.com 11
- 12. 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 www.locable.com 12
- 13. 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 Publisher Concierge
Editor's Notes
- #5: People already read your magazine and talk about it with their friends and families, we want to host that conversation on our site. If it's about food then go online for a recipe, to add your own recipe, or share a favorite food experience (hopefully you can tie it to the story). If it’s about an event share more photos. Maybe you have additional sidebar that couldn’t fit in print. Use that as the basis for providing something valuable online.