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Journalism

Content Attribution Builds Trust, Credibility With Readers

The use of content attribution is one of the most basic concepts in traditional print journalism. It has benefits for online journalism as well.

Content attribution provides the source of a fact, quote or controversial statement. It uses words such as “says”, “said”, “according to” and variations along with the person, website, etc., that offered the information.

Newspapers are more strict about using attribution than magazines. It is more likely to appear in reporting of people and events and less likely to appear in opinions or commentary. (more…)

Website Quantity Drives Product Audience

A website succeeds with audience in part because of the quantity of content. How to get to that quantity is just as important.

Three metrics for measuring the quantity and efficiency of content on a site are:

  1.  Total pages
  2.  Total active or accessed pages
  3.  Views per active page

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Online Feature Content Matters Greatly

Evergreen contentNewspapers and TV stations find that online feature content is vital for creating an attractive Web site, despite their emphasis on news.

This lesson in content development has benefits for any online publisher.

Many sites that hire SEO experts have blogs with regular postings about their area of expertise. These blog postings almost always have a feature focus. It means they don’t have a tie to a specific event or date and therefore have short-term value.

They have readership value today, next month or even in years to come. (more…)

Quality Content Development Mixes Interest and Importance

Content developmentOnline content development often becomes focused on what drives the most clicks to an article, but too much of a focus on clicks becomes pandering.

Pandering undermines the credibility of a Web site. Visitors start to lose confidence in the quality of the site as a result. The practice is not much different than the old bait and switch technique.

Traditional media newsrooms at newspapers and TV stations debate every day what stories should appear on page one or at the top of the news program.

They sometimes erupt into fierce debates about what stories to play at the top and how to present them. The headline, the photos and any adjacent stories become subject to debate.

A common content development strategy has developed for many of them that combines interesting stories with important ones.

Interesting stories tend to emphasize human nature such as personality profiles, quirky behavior, great achievements and the link.

Important stories don’t always attract much viewership or readership. One example is a city council or board of education that passes an annual budget. (more…)

News Site Strategy Leads to Big Benefits, Big Challenges

News media sites have a business model that requires them to post a lot of in-depth content every day.

Because search engines favor fresh, original and frequent content, they respond with great enthusiasm and send plenty of visitors to those sites.

They also overwhelmingly appear in top ranking search results for certain content categories. “Chicago news” or “Los Angeles sports” will surely see media outlets dominating the results. (more…)

Newspapers on Facebook Deliver Great Results

Newspapers on Facebook defy the conventional wisdom of when and how often to post.

They also run counter to the recent trend of Facebook distributing fewer and fewer posts to people who Like a page.

The above two statements are conservative. Newspapers do fantastically well on Facebook, even ones that don’t pay any attention to their Facebook pages. (more…)

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Facebook Targeting Works Like 18th Century Newspapers

Targeting is a concept in marketing that goes back to the beginning of media.

Even newspapers in 18th century America and elsewhere knew the concept of targeting — topically and geographically.

Topical targeting appealed to groups with a like-minded interest, especially politics. Geographic targeting of course reached out to the citizens in a town or city. The Boston Gazette, which lived from 1719 to 1798, obviously appealed only to residents of Boston. (more…)

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