The Seventh Mequoda Summit and Internet Marketing Conference isn’t just the ultimate training experience. It is also the ultimate networking event for the digital publishing industry.

Experienced professionals will be in every session to share their wisdom. Questions will be asked, stories shared, and a wealth of knowledge passed between attendees.

April 6^th can’t come soon enough. It’s not every day that some of the most brilliant minds in the digital publishing industry gather to discuss issues, new trends and the most effective solutions to problems. The Summit is basically a networking opportunity of a lifetime for publishers.

Who’s who at the Mequoda Summit in Napa Valley

The attendees of the Mequoda Summit deserve to be called luminaries. Many of them are celebrities in the world of online publishing and they often inspire others with their publishing techniques.

The following three individuals are reason enough to attend the Mequoda Summit. They possess knowledge and experience within the industry that could change the way you approach running a publishing business.

Clay B. Hall – The experienced entrepreneur, publisher and magazine enthusiast behind Aspire Media. Hall has led Aspire’s Interweave Press to great success in the past several years, having launched six email-centric Mequoda hubs in art, knitting, beading and crafting spaces. 

Carl Kravetz – The president of Cultural Asset Management, Inc., a Santa Monica based marketing consulting firm specializing in the Latino Market, and the publisher behind Vida y Salud, the largest source of health information and wellness tools in Spanish on the web.

David Foster – The CEO of Business Valuation Resources, an information-industry company he acquired in 2005. In Foster’s first three years, BVR grew 101%. He often speaks on the changing information marketplace, particularly the opportunities for traditional publishers to create growth with new content distribution channels focused on direct contact with customers.

Phil Ash – Publisher at Capitol Information Group and President at National Institute of Business Management, Ash heads up BusinessManagementDaily.com and InvestingDaily.com. He’s currently busy transforming his legacy print company into a digitally focused company and rapidly rolling out a new digital product every 30 days on his print brands.

David Foster, Phil Ash and Clay B. Hall will be panelists at the Managing Digital Media Transformation across Additional Platforms general session on Thursday, April 8^th at the Mequoda Summit. Be sure to attend to hear how these successful publishers are dealing with the constant evolution of digital technologies on the internet. Here you will discover how to expand your brand digitally and profitably from those already doing so.

Carl Kravetz will be a featured speaker during the Building Online Partnerships session on Wednesday, April 7^th. If you are responsible for business development for your company then this session is a must for you. During it you will explore who can sell your products, and whose products you can sell.

David Foster will also be part of the Digital Product Strategy roundtable session on Thursday, April 8^th. Attend this session to discuss strategies for brand development, new product ideas, businesses and revenue streams.

Now you can mingle with the stars for less

Get the chance to speak with and learn from these luminaries, and a slew of other knowledgeable presenters at a reduced price.

We have rolled back our price to the 2009 rate, even though we are offering more valuable content this year: 25% more content to be exact.

Participating in discussions with these publishing professionals is not an everyday occurrence. Hopefully you are as excited as we are.

I’m looking forward to seeing you in Napa in five weeks.

“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.

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.

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!

In Editorial Management Guidelines for Online Publishers you’ll discover:

• How copywriters, editors and publishers reuse, recycle, and repurpose content over multiple media platforms and formats
• The seven levels of the Mequoda Digital Media Pyramid and how each platform can be used to serve your online audience
• General email newsletter best practice guidelines
• Specific Mequoda System Editor job responsibilities, including sample production schedules
• Email promotion best practice guidelines, including sample editorial and promotion calendars
• How to use a separate and distinct nameplates for different product promotions
• Why you should establish an email opt-in/opt-out strategy and policy
• The value of an archive release policy to drive circulation
• Free special report best practice guidelines
• Premium information product best practice guidelines

Download Editorial Management Guidelines for Online Publishers today!

Last week, Don gave seven reasons why all your products should be digital, to compliment his predictions on how all content will have a digital platform by 2025.

Whether or not print will completely die out is debatable, but what’s for sure is that as information becomes easier, faster and cheaper to consume digitally, the need for print becomes less and less.

The good news is that all it takes is a change in thinking to start adapting.

The good folks over at Mother Earth News have an admirable approach to thinking about content development.

“We think of an idea first, like energy-efficient lighting or solar power, and then we start asking ourselves how to best present that idea in a magazine article, in a blog or in a video. We think of the idea first, then we think of how to convey it to the various mediums that we have,” John Rockhold, Managing Editor told us, who increased his traffic 114% last year with free content.

So, what does it take to start with an idea, or a concept, rather than a story, or an article? A dramatic change in process.

Here’s a one sample project plan for repurposing one idea into many platforms:

You’re a gardening magazine and one of your topics is roses. Here are some items you could generate from this single idea:

Handbook: This is likely your main research project, if your specialty is research and developing content. If your specialty was producing video, you might write this, extracting from the video. The handbook will be around 200 pages long and be the “complete guide” to Roses.

Handbook quick-guides: Extracted from the handbook, focusing on one topic, such as “growing roses” or “where to buy the best roses”.

Complimentary “special report”: This is an extraction from the handbook, possibly a very condensed “10 tips” version. At the end of the report, it promotes the paid handbook. The orderflow for this complimentary report collects an email address for your list, and it also upsells to the handbook on the “thank-you page”.

Website articles: Articles are extracted from the paid handbook, and inline text ads promote it, or the complimentary report, or both.

Email newsletter: Just like the website, tips here are extracted from the handbook. The email newsletter promotes the handbook and any related products. It may be a single-topic email and sponsored by an online vendor of roses.

Webinar or “workshop” (paid): Content and graphics are extracted from the handbook. Suggestions on content are taken from blog comments.

Webinar or “workshop” (free): A short extraction from the paid webinar. This free webinar promotes the paid webinar where they can “get even more actionable tips” when they register.

Video: Original content based on the “roses” concept. The handbook may include a “step-by-step” tutorial, which can easily be translated into video. Video can accompany blog posts, or can be turned into a video membership site.

Membership site: Digital copies of your paid handbooks can be kept here in HTML format, with the videos that compliment them.

Live event: You might sponsor, or gather sponsors for a rose gardening event or workshop.

When you start at the moment of “content conception”, you can decide your lead product, and where your original efforts might go. In this case, because the hypothetical publisher decides that a handbook can be repurposed most easily by his team, it becomes the first product.

Since the handbook was created with all of these extra content platforms in mind, it is more easily re-purposed into video, email newsletters and webinars without the need for new research.

So have I made this sound too simple? Too complicated? How have you or your company started re-purposing content?

The key to a workable editorial strategy is developing a written document that establishes rules for timing, disaggregation, email posts, article length, and more

Here’s a riddle that many publishers still get wrong:

Does premium editorial content diminish in value over time until it becomes useless?

Answer: Diminish in value? Yes, perhaps as news. But often it can still serve some reader needs.

Become useless? No. Not usually.

Not if you recycle your editorial content as part of your primary online marketing program.

Not if you have a formal policy and procedures for using recycled editorial content to help search engines bring traffic to your website.

It’s really no brain-teaser. The most successful online publishers have proven that good editorial content doesn’t fade away, but can be an invaluable component of your online marketing program.

When does this happen? Days, months — sometimes even years — after it was first published in print. It all depends on your editorial policy.

How does this happen? Again, it depends on your editorial policy.

Do you have a formal, written, editorial policy covering recycling, reusing and repurposing your content online for marketing and search engine optimization?

If you don’t have a formal editorial policy for driving website traffic with recycled content, you should.

Your editorial policy should cover such issues as disaggregation, or how articles are to be broken up into posts and emails. And reused as special reports. And recycled with syndication partners.

Plus, you need to establish titling, categorization and tagging rules, in order to achieve the optimal use of primary keyword and secondary keyword phrases for SEO.

Additionally, you need a policy and rules for attributing content to authors, for internal hypertext linking, and for creating keyword clusters and tags.

Here’s how we can help…

We have a brand-new seminar in Mequoda Pro called Online Content Management.This seminar comes with access to the Mequoda Pro Q&A forum, moderated by me and my team.

This seminar alone will answer your questions on how to establish an effective editorial policy for disaggregating content and optimizing it for the web.

But hey, if you register today for our Online Content Management training seminar in Mequoda Pro and we’ll throw in access to ALL NINE online publishing training seminars. Learn more about these other seminars…

But you must act now!

Join Mequoda Pro today.

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.

Successful investing depends on knowing what stock to buy and when to buy it, wouldn’t you agree?

But does that mean thoughtful, well-researched stock recommendations have only fleeting value?

Not necessarily. Here’s how one financial publisher recycles, reuses and repurposes its research and premium stock recommendations.

TSI Network Daily is the online home of Pat McKeough’s highly successful family of investment publications, The Successful Investor, Stock Pickers Digest, Wall Street Stock Forecaster and Canadian Wealth Advisor.

While most media outlets only cover the popular investment theories of the day, TSI Network Daily goes beyond the headlines to focus on research. Pat seeks out stocks that have exceptional quality at a relatively low price.

Full disclosure: TSI Network Daily is a Mequoda website, launched this week, and I am a regular reader of Pat’s Wall Street Stock Forecaster newsletter. So, a few months ago, when Pat recommended a buy on Wells Fargo Bank, I bought.

Why not? I’m a native Californian. I know the bank. My sister used to work at Wells Fargo. I have always believed it to be a very well managed, buttoned-down company.

Pat’s analysis said Wells Fargo was a solid, long-term buy. It had not been pounded repeatedly by adversities as so many other banks have been buffeted.  Still, because of the general banking sector decline, Wells Fargo stock had bottomed at about $8 and was trading at about $11 off a 12-month high of about $36.

I don’t follow any investment advisor blindly, but when Pat points out his research about a stock that is congruent with all that I already know about a company — in this case, Wells Fargo — I pay attention.

So, I bought the stock at $11. And today, Wells Fargo is trading at about $24.

Now the lesson about content management is that Pat’s advice to buy Wells Fargo wasn’t offered for free on the TSI Network Daily website on the day the Wall Street Stock Forecaster newsletter was published. Nor was it recycled on the website a mere 30 days later.

Pat doesn’t release information on the TSI Network Daily website for free for a full 12 weeks from the time he first recommends it to paid subscribers of his Wall Street Stock Forecaster newsletter.

It’s probably still a good, solid buy recommendation, because Wells Fargo is probably headed back to its previous high of $36. But the recommendation was a lot more valuable when the stock was trading at $11 than when it was already at $24 and headed higher.

TSI Network Daily has a clear, logical, and prudent policy for recycling editorial content. It both respects its paid newsletter subscribers and it helps market the TSI Network by supporting search engine optimization.

Among the editorial policy guidelines that Pat McKeough’s team follows:

• Research a company once, but resort, recombine, and rewrite the research findings into numerous articles of editorial value.
• Articles from the paid newsletter become posted to the online topic archives after 90 days, bearing the original publication date.
• Industry roundup articles from the paid newsletter are further broken down into individual stock tips. For instance, a roundup article about bank stocks can be reworked to create three or more new posts — one about each of the individual stocks cited in the roundup article. These are given new headlines and editorial leads.
• These articles are further broken down into “micro posts” and used as individual company stocks tips or recommendations. They might contain only abbreviated information including the stock’s price history, symbol, exchange, etc. These are given still other new headlines and editorial leads, and flow into the online post archive file 90 days later.
• Members of Pat McKeough’s Inner Circle get answers to their individual investment questions, including specific recommendations, plus all the newsletters — and full access to the members-only Inner Circle website. Questions posted by paid Inner Circle members are eventually rewritten into articles posted to TSI Network Daily, but not so quickly as to diminish the value of Inner Circle membership.
• If possible, recycled articles are generally tagged for only one topic page. The exception to this rule is when two stocks from entirely different market segments are mentioned in the same article.

Developing your own editorial policy disaggregation guidelines

“One size fits all” is seldom true.

No one editorial policy on content disaggregation and reuse fits every publication. There are numerous questions to ask and answer.

• What are the attributes of content that at some point should become free?
• What are the rules for disaggregating a newsletter into a series of posts?
• Which content gets released?
• Which content, if any, should always be proprietary?
• When does it become free?  Ninety days?  Twelve months?  Thirty-six months?
• What dateline should recycled content carry?
• Should recycled content be posted to the home page, or to daughter pages?
• Should recycled content be identified as “previously published in…”?
• Should posts precede or be simultaneous with emails?

If you want to discover more of what we’ve learned about setting up an optimal content release policy, join Mequoda Pro for the astonishing low, charter membership fee of only $197.

Simply listen to the Mequoda Pro Online Seminar on Online Content Management and address any questions you have to us in the Mequoda Pro Seminar Q&A.

You can get answers to your questions about online publishing and marketing, plus unlimited online access to all nine Online Seminar modules — and more — when you join Mequoda Pro.

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A bonanza of previously published content can be reused to attract search engine traffic and build links to your website.

David Foster is a thoughtful, experienced and highly respected publisher.

He is a past President of SIPA and for many years was the president of IOMA, Inc., a subsidiary of the Bureau of National Affairs, the publisher of management and professional information.

Today, David heads up Business Valuation Resources, which publishes a monthly newsletter on business valuation topics, Business Valuation Update newsletter, and a variety of electronic databases that include Pratt’s Stats, with data on almost 8,000 sales of privately held businesses; BV Law, with the complete texts of over 1,400 federal and state business valuation cases; and other databases.

Not surprisingly, when David Foster speaks, other publishing professionals prick up their ears.

Against that background, it is worthwhile to note that one of the most difficult conversations we ever have with a potential online publisher is explaining where the online content will come from. That’s because so many publishers resist the idea of reusing their archived material.

At the basic level, there are three sources:

1. archives of printed content,
2. a regular schedule of emails, whose content can be reused on the website, and
3. free special reports that can drive an online circulation campaign.

But so many publishers seem oblivious or unaware of why and how to do this.

So, when David spoke at a SIPA meeting and challenged all to take a mental walk though our office, looking for content, his words shook a few more traditional publishers in the audience.

“How many of you have content that is sitting on a shelf, or on a hard drive, and that generated zero income for you during the past 12 months?” he asked.

Almost everyone raised a hand.

“All of that content can be reborn, recycled, and put on a website as web pages that will organically contain the keywords your users are searching for. This reborn content could be, should be the backbone of your organic marketing program.”

David is absolutely right.

Every print publisher has at least 1,000 pages of old content. Many have 10,000 pages; some have as many as 100,000 pages.

Overcoming objections to recycling content

Let’s dispel any excuses for not mining your wealth of recyclable assets.

Excuse Number One: Our old content is dead.

Fact: Your old content can have a life beyond the library shelf.

Excuse Number Two: Our old content is out of date.

Fact: If the content was accurate at the time it was originally published, you can republish it with the original date, and readers will understand that it was accurate as of that date.

Excuse Number Three: The writer/editor doesn’t work here anymore.

Fact: The content is probably a work-for-hire product. You probably own all the rights to it.

Thinking through your article release plan

Are you ready to revisit your archives in search of content that can fuel your online marketing program?

Your content recycling strategy requires you to answer three questions.

1. What content do I have?
2. How can I break it down into minimum information units?
3. How can I get it formatted, categorized, tagged and uploaded into our website’s content management system?

See Raiders of Lost Content for suggestions on how to handle the busy work.

Periodical Websites (any site with a dated archive, like blogs) are not encyclopedias, their basic taxonomy is a chronology. The basic structure of a Periodical Website is editorial content organized first by date, then by subject, then by author, and then searchable by keyword. Every article is a minimum information unit (MIU).

Whether you own magazines, newsletters, books special reports, videos, conference transcripts, or audio programs, you can do a content inventory and establish both a policy and a schedule for repurposing old content online.

A previously published magazine article with three sidebars can be posted online as four minimum information units, each with a hypertext link to the others.

The publisher of a financial newsletter can post any previously published article online, in its entirety, for one MIU. They can then break this same article into individual discreet stock profiles, each of which constitutes another MIU.

Breaking this content into MIUs, each on its own webpage, makes the publisher’s stock recommendations easier to find through organic search.

Following this republishing strategy results in an exponential growth in the number of website pages, which results in a greater number of keywords, more incoming links, and, ultimately, more organic website traffic.

The goal of an article release plan is more organic traffic. Pages drive keywords. Keywords drive incoming links. Keywords and links drive traffic.

Expressed more simply, the more pages, keywords and incoming links on your website, the more organic traffic it will attract. And in almost every publishing sector, the site with the most pages gets the most traffic.

You already have the archived content to fuel a vigorous online marketing program. It’s right on the shelf (or the hard drive) where you left it.

Thanks for a terrific tip, David.