Hey, Mr. Reporter, you like your job, right?
You do realize, don’t you, that its advertising that pays your salary, right?
And newspaper advertising is getting hammered.
Online news sites, however, well, there is some revenue growth and opportunity there, isn’t there? It’s just not enough, necessarily, to save your job … yet.
What if you could help online revenue grow?
No, I don’t mean you should go out and sell advertising. What I mean is you should help your web site get more traffic.
If your newspaper.com revenue is based on CPM or CPC models, traffic equals revenue.
There are at least five simple things (and none of them require a huge time commitment once started) you can do to help your site grow traffic. All of them are ethical, both from an SEO perspective and an SPJ perspective.
- Start a blog. Yeah, I know, I’m always saying journalists should start a blog (interestingly, 27 percent of them have), but this time the advice isn’t about doing something to learn web culture, it’s to help your site’s SEO. To be useful, your blog can’t just be a link farm to your site. You need to do real blogging, the kind of blogging other bloggers will link to, so you build good SEO credibility. When you do, you can use your blog to deep link to your own stories and to your favorite stories of your colleagues. Google loves blogs. Blogging is great SEO.
- Join social networking sites such as MySpace and Facebook. Now, you should NOT just throw up a link to every story you do — only your best stuff. You should build a network and use that network to drive traffic to your best work. Nick Belardes at KERO in Bakersfield uses MySpace a lot to promote his work.
- Use social bookmarking tools such as del.icio.us and reddit. Bookmark interesting things you find on the web for your own benefit, but also bookmark your best stories. With proper tagging, others will find your links.
- Get into Digg and/or Mixx, or similar sites. To be effective, you have to Digg more than your own work. You need to find good stuff on the web, Digg it, and build a reputation for finding good stuff. You should also Digg your best stuff. Digg, especially, has powerful SEO juice, so even one Digg can help your story get more traffic.
- Make vlogs about your best stories and upload them to YouTube and other social video sites. You don’t need to make fancy productions. You just need a web cam and something to say — if you have a Macbook, for example, you can shoot your video with Quick Capture with no software or extra equipment and upload it to YouTube quickly and easily. A good title and keywords, and you’re giving your story some good SEO.
These SEO ideas are just a few of the things every reporter could do to help his or her site grow traffic, and thereby help the site grow revenue. Imagine if half the people in your newsroom cared deeply enough about their jobs to get this involved, what it would mean for traffic and revenue?
This post inspired by the SMARTS marketing video.