Editorial Management Strategy

Mequoda Summit, and Its Attendees, Prepare to Shine

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Tips for online editors on tagging, targeting and titling online content
“Each information product in your brand portfolio can be used to supply content and drive traffic to your Internet hub. In return, your hub and its companion email newsletters can drive transactions for all of your information products. This concept makes your Internet hub the marketing nexus of your brand portfolio,” said Don Nicholas, opening the session Titling, Targeting and Tagging Online Content.

What Nicholas noted, was that most editors don’t think that optimizing content is part of their job. What editors are learning quickly (or should be) is that tagging and search engine optimizing titles and content should be the number one priority as an online editor.

To help out with this, we came up with a checklist that all publishers can follow:

Every title must include at least one primary keyword phrase or secondary keyword phrase
Every description must include at least one primary or secondary keyword phrase
Every subhead must include at least one primary or secondary keyword phrase
Primary and secondary keyword phrases for all of the above should most often be chosen from a single keyword cluster
Assign posts to one category only for internal linking control
Every post must contain a text include
Assign all applicable primary and secondary keyword phrases as tags
Assign an author to every post

Why should you care about titling, targeting and tagging your online content?

Because search engines should account for a large majority of your website traffic. If it’s not, then you’re only targeting your existing audience and completely missing the opportunity to attract a new audience.

During the Summit, we’ve found talked to publishers who’s traffic from search only accounted for 10% of their traffic. In comparison, our website gets 60% of our traffic from search.

So even if you already have a large online audience, consider how much larger it would be if your articles were getting found more frequently in search engines. Nicholas noted that magazines have years of back-content, that if properly optimized, can create an arsenal of new inbound links from search engines.

As for the debate on whether old content can be evergreen? “If they haven’t seen it before, it’s new to them”, says Nicholas. … Continue Reading »

Master your editorial management skills when you download our new toolkit for online editors
Online editors generally have pretty specific day-to-day responsibilities for the creation and deployment of content. Editors will send out at least one email newsletter a week, published in different formats, they’ll also create blog posts and build email circulation with free special reports or products.

In some cases, this content can be excerpted from existing books, and assembled/edited by freelancers. Additionally, many online promotions can be written by product managers, often by reusing content borrowed from online sales letters.

This week we have a new toolkit of free white papers specifically written  for these online editors:

Blogging for Marketing 101
Editorial Management Guidelines for Online Publishers
SEO Copywriting Secrets

Blogging for Marketing 101

If you’re an online editor or website designer, you will learn how to monetize a blog with: social media, web 2.0 strategies, and good old fashioned networking when you claim your COMPLIMENTARY copy of Blogging for Marketing 101: Blogging Advice for Publishers Who Want to Learn How to Monetize a Blog. Download Blogging for Marketing 101.

Editorial Management Guidelines for Online Publishers

Get specific answers and recommendations that address your most pressing online publishing questions when you claim your COMPLIMENTARY copy of Editorial Management Guidelines for Online Publishers:Email Newsletters, Special Reports, Blog Posts & Beyond. Download Editorial Management Guidelines for Online Publishers.

SEO Copywriting Secrets

Challenge and change your beliefs about using the written word to sell information products when you claim your COMPLIMENTARY copy of SEO Copywriting Secrets: Five Creative Copywriting Tips for Attracting, Engaging and Monetizing Customers. Download SEO Copywriting Secrets.

Want more? Check out even more free white papers available for download. … Continue Reading »

Being a Mequoda System editor means following a regular, formal process that recasts the content of other media products.
As a Mequoda System Editor, or any online editor, you may have responsibility for developing content that is variously combined and disaggregated for four uses: emails, blog posts, free special reports and premium products.

Fundamentally, editors generate email newsletters and email promotions in a regular, formal process that recasts the content of other media products. In most cases, the editorial content for these two platforms begins life as a more comprehensive article, book, report, webinar or live event.

For each special report, you’ll create a unique online sales letter that we call a rapid conversion landing page (also known as a name squeeze page). And you’ll distribute a press release announcing its availability.

The free special reports enroll new email subscribers in return for the complimentary download. The same free special reports are also disaggregated to create individual blog posts.

Every email newsletter also becomes a blog post. Every email promotion, if it’s not already in use as a sales letter landing page, also becomes a post. And every free special report is disaggregated into a series, or a cluster of blog posts.

Our Mequoda System clients have editors that have specific day-to-day responsibilities for the creation and deployment of this content. Ideally, five or six days a week, editors will send out at least one email newsletter, published in different formats. They’ll also make as many as 780 blog posts annually, and create a minimum of 26 free special reports.

That’s a lot of content creation and dissemination. But editors shouldn’t be expected to write everything themselves. The creation of some content can be outsourced to other copywriters, as can the rapid conversion landing pages that offer free reports.

In some cases, free reports can be excerpted from existing books, and assembled/edited by freelancers. Additionally, many online promotions can be written by product managers, often by reusing content borrowed from online sales letters.

Success requires that you execute an organized strategy that reinforces your end goal, whether it’s generating leads and clicks for your sponsors, or selling subscriptions and products.

Learn more about our Editorial Management Guidelines for Online Publishers in our newest free white paper! … Continue Reading »

Now a free special report, Editorial Management Guidelines for Online Publishers, provides specific answers and recommendations that address your most pressing online publishing questions. … Continue Reading »

Ideas for an editorial strategy that re-purposes content for additional revenue streams
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Every print publication should recycle, reuse and repurpose its premium content online
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Why every print publication needs an editorial policy for reusing content online
How this financial publisher’s editorial policy effectively recycles, reuses and repurposes its premium stock recommendations into robust historic online content that effectively drives traffic to their site and sells more subscriptions.
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As a valued reader of mine, I have an irresistible offer for you including hundreds of dollars in free gifts. … Continue Reading »

Online Content Management: Finding the hidden assets that can fuel your online marketing program
A bonanza of previously published content can be reused to attract search engine traffic and build links to your website.
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Editorial Strategy: User perceptions can often be altered with a simple change in language. A handbook by any other name…

If you’re a publisher, answer this simple question:

What’s more valuable to customer, a book or a handbook? … Continue Reading »

How to Give Away Content and Get More Subscribers, Additional Product Sales and Higher Profits in Return … Continue Reading »