Content Creation & Management
Presented By: Michael Lello
Track: Marketing
Session Format: Single Presenter Session
Description: Michael’s blog, Highway 81 Revisted, is an example of great content in action. This session will go over what types of content you can create and why, how to promote your content once it’s live, and ways to share your content so you can build a strong brand and loyal readership.
2. Quick Facts
•
Bachelors degree in journalism from Penn State
University
•
Masters degree in writing studies from St. Joseph’s
University.
•
13 years of journalism experience
o Weekender editor 2007-2011
o Keystone Press Award recipient
o Society of Professional Journalists recipient
•
Founded Highway 81 Revisited in 2011
3. What is Highway 81 Revisited?
An online source for music news, reviews,
interviews, new songs and videos across
various genres.
4.
5. Content Selection
Questions to ask yourself
Is it exclusive?
Is it relevant to our readers?
Is it something we are interested in?
Does it have potential to be shared? (Other
sites, social networks, etc.)
6. Quality vs. Quantity
It’s not important how many times you post.
Each story has a different shelf life (news vs.
interviews).
Establish a voice.
9. Differentiate From Other Sites
• Pitchfork.com – only
covers indie rock
• Blabbermouth.net –
only covers heavy metal
• On Sept. 17 alone, we
posted an interview
with Don Felder,
formerly of The Eagles
(classic rock) and new
songs by Best Coast and
Dr. Dog (indie).
12. Establishing Credibility
• Everyone that writes for the site has
journalism training and experience.
• The staff have existing relationships
with readers as well as music
industry people like publicists and
promoters
13. Existing in “Real Life”
• Events
• Concerts
• BlogCon
• Arts on the Square
• Newsletter
• Promotions
• Contests