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Week In Review: August 9th, 2010 – August 13th, 2010

Want actionable advise on how to be a better content marketer? Join us at the Mequoda Summit Boston 2010 [1] to learn multi-platform content marketing and how to execute on the strategy successfully. Register now before it’s too late.

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August 9th, 2010

Food for Thought: The iPad, the iAd and Branded Content [2]

The world of digital readers and tablets is being embraced now, and will grow in popularity in the future

Like everyone else in the online publishing world, I’ve been weeding through the latest iPad news, carefully digesting the actionable information for our industry.

During the search for knowledge I’ve come across the two often overlooked concepts for the iPad, apps and competing digital readers: the iAd and branded apps. Read more… [3]

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SIPA Member Profile: Lynch Finds the Light [4]

Tom Lynch, CMO, Astek Consulting

SIPA: What was your first job out of college and how did you get into this business?

LYNCH: First job out of college: Selling “plain paper” copiers in Chicago for a large company out of Minnesota—lots of cold calling. Did it for about a year and a half. The earliest heat fusion models would set the paper on fire if they ran too long. Short demos sold more copiers… Found out on the street a large company out of Japan manufactured their copiers and sold the identical box in my territory for about a grand less. It was a tough job…[As for getting into this business] A friend pulled me in and I haven’t been able to escape since. Read more… [4]

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The Mequoda Summit Boston 2010 will include information on all aspects of content marketing, from utilizing apps and new technology like mobile devices and tablets, to ways of leveraging content and growing your readership. Register now [5] so you can experience 4 powerful keynote presentations, 17 panelists throughout 14 sessions and dozens of informative case studies.

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August 10th, 2010

Online Copywriting that Combines Storytelling and SEO is Easier When You Model a Proven Formula (AKA Swipe File) [6]

Putting all the elements together to satisfy both the reader and Google

In our Gold Member Mequoda SEO copywriting workshops we’re sometimes asked how we create rapid conversion landing pages and sales letter landing pages that both tell engaging stories and combine our targeted keyword phrases for search engine optimization.

The answer is the same as the punch line to that old joke. “Hey taxi driver, how do you get to Carnegie Hall?” Reply: “Practice, practice, practice.”

For me, practice usually translates to “find a good model and then copy, copy, copy.” After all, it is called copywriting, isn’t it? Read more… [6]

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Building Online Communities Takes Engagement [7]

In This World, Engagement and Relationships Build Online Communities, Not Marriages

Creating relationships in online communities.

In his presentation at the SIPA 2010 session on Building Online Communities, Sift CEO Ben Heald crossed out the word “conversations” from the above slide and put in “relationships.” Conversations aren’t enough anymore, he implied. You need to engage people.

Based in Bristol in the United Kingdom, Sift Media is a leading business-to-business publisher specializing in online, interactive professional communities. It’s comprised of websites such as AccountingWEB.co.uk, mycustomer.com and the recently purchased PublicTechnology.net. Read more… [7]

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Multiple sessions at the Mequoda Summit Boston 2010 will address the topic of leveraging magazine content and creating multi-platform digital content. Register now [5] so you can learn how to begin building a multi-platform brand.

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August 11th, 2010

Content Marketing Tips for Leveraging Magazine Content [8]

Begin building multi-platform brands

Whether you have years of back-issue magazine content, or you’ve compiled information that has never been seen by the eyes of your niche audience, you can be leveraging that content in the digital age.

Content marketing and ways of leveraging that content go hand in hand. Improving and enhancing the audience’s experiences with your content is the name of the game. In order to do this, you have to supply them with the content and do so in any number of multi-media platforms that your audience members use on a regular basis. Read more… [8]

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BLR Profile Tips Straight Out of Site [9]

BLR Profile Gives You ‘Backstage’ Information To a Very Audience-Friendly Company

“We do everything we can think of to get visitors to the site,” says Bob Brady, founder and president of BLR—Business and Legal Resources. “We use paid search, organic search optimization, email promotions, demo disks…. anything that makes sense, because you’re never really sure what might work.”

BLR’s formula does work and has been for many years. That’s one reason why this leading compliance information company is profiled in SIPA’s latest management report, Building Subscription Websites That Sell: A Marketing Perspective. The profiles in this report give you very workable examples of many kinds of successful subscription websites. Read more… [9]

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While some print publishers are closing their titles, others are growing print circulation and selling all manner of print and digital products…on the Internet…with solid profit margins. Discover how to thrive and prosper in the new publishing environment at the Mequoda Summit Boston 2010 [5].

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August 12th, 2010

This Successful Blog Combines the Passion of Writing and Riding [10]

A lifelong love of horses inspires the popular blog ‘The Gallop Report’

“I’m laughing a little because I don’t know that I’m an expert in the horse industry. My twin passions have always been riding and writing. My degree is in journalism-news communication, and I worked as a newspaper reporter and editor before coming to the American Quarter Horse Association in 2000, where I was able to combine my two loves.” – Holly Clanahan

Holly Clanahan has been around horses her entire life, she says she was a ‘horse-crazy kid’. Clanahan is the editor of America’s Horse magazine, which goes to all AQHA members. Since December 2008 she’s been writing The Gallop Report, a blog about her life with horses. Their goal with the blog is to help readers relate to her as “one of them” — just another horse lover who struggles, as they do, to balance work, family and horses, while maintaining a sense of humor about it all. Read more… [10]

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Five Speakers, Five Solutions; A Glimpse of Miami [11]

The Heat Isn’t the Only All-Star Team in Miami; Check Out These Speakers!

Reach out to bloggers, evaluate your renewal series, find the most successful direct marketing material and read it. With the speakers assembled for this November’s Marketing Conference in Miami, tips and solutions will be flying. Here are a few:

1. Copywriter Robert Lerose will co-lead a session on Renewals.

“Come up with a ‘value proposition’ and sell it. Why is your publication valuable to the subscriber? What value will it continue to give? The answer to these questions should inform your renewal copy and become a selling point. Because times and subscriber needs change, you should regularly evaluate your renewal series to refine and sharpen this statement.” Read more… [11]

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August 13th, 2010

A Marketing System That Supports Free Content [12]

If you don’t own it, our free Internet Marketing Strategy for Publishers eBook

Download a free copy of our eBook Internet Marketing Strategy for Publishers now [13]

A major difference between a Mequoda system and other traditional publishing models is that a Mequoda system offers free content to drive online traffic.

This content can come in the form of email newsletter subscriptions, website access, eBooks, white papers, audio or video podcasts. As technology grows, the ability to create and distribute content through multimedia platforms like the iPad or iPhone is realized by publishers as well. Read more… [14]