Keenan Media has developed a digital media course that walks editors through modern techniques for succeeding in today's digital, mobile and social channels. Here is an abridged version of the course. To learn more, contact Rob Keenan at rkeenan@keenandigitalconsult.com

1. The Changing Content
Landscape: Learning
How to Survive!
Robert Keenan
President
Keenan Media LLC

2. Meeting Agenda
10 - 10:15 am: Intro
10:15 – 11:15 am: New Engagement Model
11:15 am - Noon: Podcasts, Videos, and More
Noon – 1 pm: Lunch
1 – 2:15 pm: Analytics and How it Impacts Content Development
2:15 – 3 pm: SEO Trends
3 – 3:15 pm: Break
3:15 – 4 pm: Influencers and Social Media
4 – 4:30 pm: Tools That Can Help
4:30 - 5: Wrap Up/Practical Takeaways

3. Our Journey Today
• The goal of today’s session is five-fold:
– First, our goal is to take a practical look at content development today and how
it’s changing.
– Second, to better understand the analytics powering our sites and how that can
influence the content development process.
– Third, to understand our influencers and how we can better leverage them in
social channels.
– Fourth, the understand some of the new tools we can use to do our job.
– Finally, to have real-life takeaways that you can start using in your editorial
operations today.

4. So, Who Am I?
• BtoB Exec with 20+ years experience with 10+ in editorial.
• President of Keenan Media, a consultant practice focused on content,
digital and audience development operations.
– Clients have included Farm Journal, BridgeTower Media, and Northstar Travel
Media.
• Former VP of Online Media for Edgell Communications.
– Managed all digital, editorial, audience development, and production
operations
• Lead editor at United Business Media (formerly CMP Media).
– Last position – Editor-in-Chief of the TechOnline network of sites.
• Also held editorial positions at Penton Media and VerticalNet.
• In my most recent roles, I’ve been tasked with turning editorial teams
into analytics-focused operations.

5. Changing the Way We Engage

6. Times, They are a Changing
Engagement now means engaging across ALL channels in all formats.

7. The Engagement Dynamic
• As the last slide showed, the complexity of content creation is on the
rise.
• It’s no longer good enough to create a piece of content for one medium
and hope it works across all.
• SEO and delivery must be kept in mind when creating content.
• Photos mean more in digital channels than ever.
• Multimedia delivery of content is going to be king going forward.
• Editors NEED to balance engagement across channels in order to
survive.

8. So How Do We Make this Change?
• Find ways to break down your four walls.
– If you work online in the four walls of your publication or your website, you will
limit your overall audience reach.
– Social media, influencers, iTunes, and others provide ways to reach your
audience in new ways.
• Consider investing in content marketing
– Boosting posts on Facebook and LinkedIn can be key to reaching your audience
as well as lookalike audiences.

9. Making the Change (continued)
• Think about packages for online and social.
– In print, we always talk about the package that goes around a story.
– We need to make the same considerations when posting content in online and
social channels.
– How do I want the content to appear? What additional resources can I add? How
can I leverage technology to improve engagement?

10. Podcasts and Videos, Oh My!

11. What Video Works for BtoB
• The answer is no one has really cracked this nut yet.
• But, we know a few things:
– Tutorials (especially 101-type videos) to capture attention.
– Video interviews from events is an easy way to get video done, but the content
needs to be compelling, have good audio, and must be well edited.
– Good video production does help.
– E-learning has been lost to YouTube and other vehicles.
– Embedding video within content is more successful than delivering a one-off
video to a user.
– Video needs to operate on mobile to succeed.
– Making money is still the challenge.

12. Podcast Opportunity
• While video is still a question mark, there are clear models emerging for the
running of podcasts in the media space.
• Consumer media brands are investing a ton of money and marketing in
podcasts.
– See iHeart Radio’s Ron Burgundy series: https://www.iheart.com/podcast/the-ron-
burgundy-podcast-30270227/
• BtoB players are also making strong investments in podcasting.
– See Hanley Wood’s new podcast series: https://www.hanleywood.com/press-
room/hanley-wood-launches-podcast-series-featuring-transformational-building-
industry-trends-and-technologies
– See Farm Journal’s podcast offerings:
https://www.agweb.com/article/listen-up-great-podcasts-for-producers-on-the-go-
NAA-alison-rice

13. Analytics That Matter

14. Analytics Alphabet Soup

15. Which Ones Matter
• As you saw on the last slide, we have a ton of analytics that we can
look at.
• But, as editors and marketers, we have to ask:
Which are the right ones?
• The answer is: It depends!
– It depends on the medium.
– It depends on your goals.
– It depends on when you’re looking at them.

16. Core 5 for Your Websites
• For your websites, there are really five metrics that you should be looking at
everyday:
– Pageviews – Pageviews are your baseline analytic that we’re all judged on.
– Unique visitors – This is the closest number for telling a true audience on a site.
– Pageviews/session (aka pageviews/user) – This tells how long users stay on a site.
In BtoB, we look for a user to stay roughly 2 to 3 pages per stop.
– Time spent on site – This goes hand in hand with pageviews/session. The more
time we have a user on site, the more pages they are viewing and, in turn, the more
engaged our user becomes.
– Google referrals – This is your search engine optimization (SEO) health check.
Keeping track of this number can show wins and losses from an SEO perspective.
• And, when asked, you shouldn’t have to look for these. You should know
them!

17. Core Stats for Newsletters
• Newsletters continue to be a critical traffic driver, which makes tracking
analytics here also critical. Here are the analytic keys you should be
monitoring:
– Open Rate – This is a tricky one. Open Rate isn’t always the most accurate number.
But, it’s a health check. If open rates drop, it’s a sign that something is not going
right. If they jump, it’s a sign to analyze what worked.
– Click Rate – Some people look at click percentages. Others look at total clicks. I’m a
total click kind of guy and I use this as a health check to see how my newsletter
resonated. It’s also great to track engagement on a story.
– Unsubscribes – Over the years, some editors have told me they don’t monitor
unsubscribes. But, this is one that editors absolutely need to own. If you’re seeing an
increase in unsubscribes, then there is something wrong with the product and
adjustments need to be made.
– Delivery % - This represents the difference between the number mailed and the
actual numbered delivered. Keep an eye on this on a regular basis. Significant
changes here show potential black list issues.

18. And Don’t Forget Your Click Maps
Click maps, like the one
here, can give you great
insights into how a piece
of content or marketing
promo resonated with
the audience.

19. How Do I Use Analytics?

20. Practical Analytics
• It’s great to have numbers, but the key is using these numbers to guide
decisions.
• The real question I get is: Where do I start?
– Start by talking about them.
– Make it a point to check.
– Share what you’re seeing.
– Make analytics a part of all staff discussions.
– What’s working?
– What’s not?
– What’s trending?
– How are we making adjustments?
– The key here is to get started. Analytics won’t be important to your team unless the
whole team is informed.

21. Putting Analytics into Action

22. Taking Steps Forward
• A big question from editors and marketers typically is: How do I start?
• The best part about analytics is you can start now.
– The tools are in your hands now. Take advantage of them.
• Change your staff meetings.
– Share results from newsletters and the site for the previous week.
– Look at what topics have been trending.
– Build weekly reports that give insight to the entire team about what’s working.

23. Steps (continued)Forward
• Feed the Beast
– See what topics are resonating and make shifts in your online and newsletter
content to align with the reading habits of the audience.
• Test New Things and Then Measure
– Try splitting your newsletter list and working different subject lines.
– Post content at different times of the day.
– Try different engagement techniques on Twitter and LinkedIn.

24. Influencers and Social Media

25. Let’s Start with Influencers

26. Influencing the Influencers
• There has been a ton of talk in the BtoB and consumer space about
influencer marketing.
• But, we have to ask ourselves: How does that apply to the content
development process?
• The answer is it should have a 100% impact on what we do daily.
• As editors, it’s our job to drive traffic and increase SEO placement and
one way to do that is by influencing our industry’ influencers.

27. Who Are Our Influencers?
• To influence the influencers, we first have to ask: Who are our influencers?
• To answer this, we need to define what an influencer is.
• This question can be answered in many ways, but there are really 2 answers
we care about:
– First, it would be defined as the people in the social media space and blogsphere that
are regularly driving traffic to our site.
– Second, it would be the people in these same arena that are seen as experts on the
web and are a great source for driving new traffic our way.
• Basically, the people we’re looking for are the people that sharing,
tweeting/retweet or write about our content or the people that should be
sharing, tweeting/retweeting, or promoting our content to their followers
through Twiiter, LinkledIn, Facebook, and more.

28. Finding the Influencers
• Twitter is one of the best places to track down and leverage influencers.
• It also offers some of the easiest ways to keep track people down.
• To start tracking Twitter influencers, go to your account daily and keep track
of the people that are of the best ways to start is by tracking who’s tweeting
and retweeting your content. Then follow those users.
– This helps you get in touch with the people that are finding value in your content and
provides you a way to share content with them.
• Tools like BuzzSumo and Parse.ly can also help track existing influencers.
• But, more important, a tool like BuzzSumo can keep you in touch with the
people and organizations that are influencing your industry.

29. On To Social

30. The Changing Social Landscape
• Just like SEO, social media channels are going through significant
changes for BtoB media players.
• LinkedIn has moved from a professional networking tool to a powerful
content sharing mechanism.
• Twitter continues to grow in importance. But, headline delivery is not
enough anymore.
• Facebook still holds a lower priority status in BtoB. But, it’s partner
Instagram is gaining ground for photo sharing and telling stories.
• Reddit is becoming a more popular way for content to be read by
users.

31. Hashtags Matter a Ton
• If you’ve used Twitter, you’re likely familiar with Hashtags.
• But, are you using them properly?
• The key to success with hashtags is to use ones specific to the content
you’re writing as well as ones that are focused on the topic as hand.
– For example, you can use the hashtag for an event to get your content to event
attendees. Example: #CES2019
– But, you can significantly expand your reach by adding hashtags that offer a
broader reach. For example: #4KTVs, #consumerelectronics, #HDTV

32. Final Thought

33. One Final Message:
Start Today, Try Something New
and Then Analyze the Results.

34. Thank You!
Robert Keenan
973-219-9508
rkeenan@keenandigitalconsult.com
Twitter: @robkeenan11
LinkedIn: https://www.linkedin.com/in/robertkeenan/