Strategy For News Sites – The Rest Remains Unwritten

I was driving the other day when my 13 year old said, “Mom, what is black and white and red all over? A newspaper!” My initial thought was …well not anymore…

It is refreshing to read an uproar on blogs, and healthy as well.

So, journalists, you got your butt whooped by innovative marketing that disrupted your industry status quo; stuff happens, and now it is time to do something about it.

Professionally managed strategic planning sessions channel brainstorming and drive topics to defined action items, within a well-paced, productive environment.

Journalists, consider that you build widgets. In your case it happens to be news, and like many engineers and other developers, you are enamored with your widget. However, like every widget, your widget needs to be marketed, sold, and supported etc, to generate cash flow and a long-term healthy balance sheet so you can build more widgets.

Google, Yahoo and others are in the business of generating web traffic for profit; they distribute your widgets to generate more traffic to their sites They distribute your widgets free of charge without payment to you setting a defacto standard; they are not in business to make money on news.

Once you commit to developing business models you will progress forward. Once you step out of your homogenous comfort zone, you will never think about your widgets the same way again. For example, think of the intelligent, motivated blog readers as a resource. Consider the following rules of engagement for strategic planning sessions:

1. Building business models is about working ON your business, not IN your business. Be objective, and open-minded; learn from history without dwelling on the past.

2. The team will evaluate markets and customer segments, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, value propositions, price elasticity, competition and many other components. Strategic planning sessions conducted by an experienced professional will not solve all issues tomorrow, but will focus on the achievable and deliver action items, set goals for the next session, establish feedback mechanisms, etc.

3. Harvard’s session last week, “How to Make Money in News: New Business Models for the 21st Century” had 48 attendees, 3.5 dozen too many. A productive team is comprised of 6 people, a maximum of 7, plus a session leader providing agenda, content and infrastructure, as well as setting the pace and keeping the session on track

These days Search Engine Optimization is gaining immense popularity owing to the fact that this has turned into a significant form of online marketing. Everyone is aware of the need for internet today. After all, for performing any activity every person firstly head towards Google. Following the much needed significance offered to internet alone, people naturally are giving more significance to services which has its base solely on the web. This online marketing platform helps to enhance the recognition of a site on renowned search engines. The process of Search Engine Optimization includes writing articles, press release and blogs, creating meta tags, submission of directories, keeping an eye on Google analytics and so on. Just creating a website with a good design will not suffice. Here content plays a major role. Thus posting quality and relevant SEO news and updates as well as contents is essential to ensure that every visitor who visits the site stay long enough for making a transaction. No wonder trained SEO experts are hired to offer adequate information and quality content to the clients. This can indeed go a long way to make sure that the every visitor of their concerned client remains on the page which in turn will help in boosting ROI thereby promoting the business successfully on the web.

I will be honest and admit that I stumbled onto this high traffic generation news article secret totally by accident, although it had been staring me right in the face for a long time. I am fully aware of the fact that this sort of admission may not make me look very good or impressive as a traffic generation expert. But then I sincerely believe that at the end of the day, folks will always prefer somebody who insists on sticking to the truth rather than a “plastic” creation of some clever spin-doctor.

For years I have closely studied the effect of keywords in article generation and the result has been the generation of massive amounts of traffic both for my own blogs and client sites as well. I have also discovered many fascinating ways to use keywords in content to dramatically boost Google AdSense earnings. But through it all, I remained completely unaware of this amazing news article secret.

There is this current affairs blog that I launched almost on a whim and had not been updated the content for a long time. One day some interesting news item broke and I wrote a couple of quick news articles and posted them at the blog. When I monitored the traffic after a few days I was amazed at how high it had jumped. I carefully studied my tracking stats to see where the traffic had come from. What I discovered amazed and excited me.

I was shocked to realize that most of the traffic was from search engines. I was eager to understand why things had happened the way they had and that was the beginning of my journey of discovery. Probably the most important immediate news article secret you need to grasp is the fact that search engines have a way of monitoring and classifying news articles so that they will tend to get indexed much more quickly.

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