Expand your brand, audience, and reach with the technology you’ve been pondering since 2007
ONE: Freemiums: This is obvious to most of us, but if it is news to you it’s time to get with the program. “Free” is not just a marketing term, it is an expected feature of any website. If you have a blog, this should be easy.
- Put it to action: Creating Freemiums should not mean creating new content. You have plenty of great existing content that new email subscribers may never see. Try creating a free special report by putting together a collection of old same-topic blog posts. Pick your keywords based on search traffic with something like WordTracker, optimize your Rapid Conversion Landing Page, and you’re off.
TWO: Monetizing RSS: In 2005, only 5-12% of Internet users subscribed to RSS feeds. Now
with an overwhelming choice of email newsletters, users prefer to pick and choose which stories they want to read from their favorite sources, and the number is up to over 20%. Read our article on 6 Ways to Enhance, Promote and Monetize Your RSS Feed.
- Put it to action: On the unsubscribe page of your email newsletter, add a link that says something like, “Too much email? Subscribe to our RSS feed to read articles at your leisure without sifting through your inbox”.
THREE: Podcasts: Now, not every publisher needs a podcast, it’s entirely up to you. Podcasts are beneficial because they broaden your audience and customer loyalty while opening a new marketing channel. Some publishers are making money by selling subscriptions to podcasts, some make it from advertising, while some publishers offer podcast subscriptions with the purchase of a product. Read our article Podcasting for Publishers.
- Put it to action: The easiest podcast to publish is an interview. You have other options, like audio conference recordings, author/editor bios, and even tutorials to start, but the simplest way to test the waters without investing too much is with an iPod, an iTalk recorder, an interviewer, and an interviewee. See how your users react, invite feedback, and respond accordingly.
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FOUR: Mobile Optimization: This isn’t a new concept, but it’s becoming very clear to publishers that mobilizing their website should not be an afterthought. 3G mobile Internet speed is almost the standard with most networks, and will certainly be by 2010, likely even 2009. Besides phones, you have a plethora of PDAs that work wirelessly and are judging your site. It’s true that some sites will take more effort than others. If your platform is WordPress based, you have a nifty plugin that will do the work for you. Read our article Should Your Website be Thinking Mobile?.
- Put it to action: At a bare minimum, ask one of your IT staff to set you up with something like a WinkSite account. It’s far from a serious effort, but if your site is a clutter zone, and you want users reading your content, it needs to be organized. Remember, this should only be a placeholder for your upcoming mobile portal. Check out our “Mobile Publishing Superstars” for inspiration.
FIVE: Blogging for Real: You might think you have a blog, but unless you update that blog frequently, it’s not doing you any favors. We’ve seen from our research, that blogs updated throughout the day have, by far, the highest rank in Google. Google loves updated content. Read our article on Blogging 2.0.
- Put it to action: If you currently are posting long in-depth blog posts, and if it makes sense, try separating them into sections and posting each section on its own at different intervals. Not only will it increase pages and broaden your search keywords, it will give you more posts.
SIX: Online Video: Nobody is asking you to start a revolution, just a few will do. Submit them to YouTube and have someone do a little social networking with them. See what the response is. This is a great way to decide if you have a place in online video, or if it’s just not for you. The opportunities are almost limitless. Plenty of publishers are finding ways to monetize online video. Marketers are even conducting email video campaigns, while startups are offering SEO and distribution services for free.
- Put it to action: Like podcasting, this can be easy as pie for your first try. Use the recording feature of a quality digital camera to get instant YouTube worthy videos. Also like podcasts, interviews are a good first try but so are team interviews. Perhaps your editors need a more interactive face on the Web. Personalize them with an introduction video.
SEVEN: Social Networks: This isn’t brain science. Social networks aren’t just for teenagers anymore; users of all ages are taking advantage of the Internet like never before. On average, a social network user has accounts with 9 separate social networks. More dedicated users have several more. Our audience is all over the Web, and they feel very comfortable and connected with their networks. If we don’t want to be where they are, then why do we exist? C’mon folks, even Hillary Clinton is on MySpace. Read our article How to Drive Traffic as a Social Network Evangelist.
- Put it to action: You have at least one intern sitting around that has fifteen separate social networking accounts and knows how to manipulate each and every one of them. To your dismay, he’s probably tapping into each of them while he’s interning for you. Imagine now, giving your social network addict intern the ability to use his skills for the better good. If appropriate (and it isn’t always), ask him to set up and promote a new MySpace, Facebook, MyRagan, Digg, and other accounts. In addition, part of your editors’ job description should include social networking. Since they are closest to the online content that you publish, it’s really their job to tackle the major news and media blogs, leaving comments that link back to your site. Interns might not be the best candidates for this aspect of social networking, because you want someone you trust to represent your voice online.
