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A workshop on how newsrooms can create community networks with local bloggers and other groups to boost their content offerings and audience. Delivered at APME's Newstrain March 23-24, 2012.
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Who’s afraid of community content?
Mandy Jenkins, @mjenkins
Phoenix Newstrain, March 23-24, 2012
How Newsrooms Can Tap Into The Best Of What’s Around
What is community content?
How is it different from UGC?
Not everyone gets a trophy
Community partners can :
• Provide high quality content in niche or underserved areas of your coverage• Bring in a new audience to your site• Lend their brands to yours
Examples to Draw From
The Cincinnati.Com Model
• Sought bloggers to supplement underserved lifestyle content and popular sports content• Recruited existing local bloggers with known
brands• Converted offline brands into onsite bloggers• Advertising on the blogs• Bloggers were paid
The TBD Model• Recruited existing local and
hyperlocal blogs to supplement a small staff output• All topic areas considered, so long as
it was local• Shared advertising with bloggers*• Bloggers were unpaid
Cincinnati’s Success
• Increased content in Lifestyle area• Increased incoming traffic to
Cincinnati.com• Added traffic from network affiliates
increased overall pageviews• Built goodwill within the blogging
community
TBD’s Success
• Increased local content• Sent traffic to a new website• Built awareness & trust for new brand• Built goodwill within the blogging
community
Evaluate your needs
•What audiences do I want to reach that I’m not currently reaching?•What kind of content do we need to
better attract and retain readers?
Finding Community Content Partners
Step 1: Do a local blog audit
• Document every local content source you can find• Name, link, social networks, content
type, etc.• Helpful for source building, too
Start with those you know
• The #1 space to find local blogs is the blog rolls of other local blogs• Follow the links down the rabbit hole
Ask your staff – and readers
Check blog networks
• blockbyblock.us/• outdoorbloggernetwork.com• blogher.com/network• sbnation.com• fansided.com• Google for other, more local networks
Create new blogs
More than blogs
• Community group, church and school publications• Neighborhood listservs and newsletters• Competing publications• Content outside your area
Where will the content live?
Option 1: Host on your site
Option 2: Host offsite
Blog Preview Via RSS
Option 3: Direct linkouts
Option 4: Aggregation
Who reaches out & manages this content?
• Online staff?• Engagement/social media editor?• Section editor?• A mix?
Blogger Agreements
Questions to Consider
•Who owns copyright?
Questions to Consider
•Who owns copyright?•Will content be featured in print?
Questions to Consider
•Who owns copyright?•Will content be featured in print?•Will bloggers be edited by staff?
Questions to Consider
•Who owns copyright?•Will content be featured in print?•Will bloggers be edited by staff?• Required number or length of posts?
Paying Bloggers
•Monthly or by post?• Tied to pageviews?• Access to traffic reports?• Ad revenue share or no?
Blog Badges
Advertising
Added Relationships
•Marketing, co-linking agreements• Co-hosted events and meetups• TV/media appearances
Questions?
Mandy JenkinsTwitter: @mjenkins
Slides available at slideshare.net/mandyjenkins
More resources at zombiejournalism.com