Some Tips on Creating Dynamic Online Content
Become "Web-centric." Start thinking of online as the center of your business.
You cannot be a 21st century publisher without changing the mindset of editors to think of the Web -- not just your magazine -- as your content platform. Content now comes in many forms besides articles.
Control the blog. Blogging and forums should enhance your content model.
Don't let blogs be unmoderated rants. Develop blogs that attract the best of your readership and monitor them to keep them focused and sane. Propose themes and topics that tie into your online content. Use blogs to attract new subscribers.
Let content drive products.
Newsweek is partnering with Amazon to publish their best election coverage content on the Kindle. ... You used to create special sections; now start thinking about special products driven from the Web. Don't let audit rules inhibit innovation. Fully explore Facebook, MySpace, Twitter ... . These are becoming consumer AND business entry points! Advertisers just might love it as well. Don't think digital editions are the answer.
Magazines can be both the providers and acquirers of feature content. Utilize new online distribution channels like My.Yahoo, Mochila, iGoogle, etc. Create relevant core content but build a brand around it through partnerships and innovation. Make competitors your "frenemies."
Create an environment. Get the idea of a magazine Web site out of your head.
Publishing Web sites often are uninspired. Engage readers via market-appropriate software applications and unique presentations of your content. Look to the Style Press and other major brands for great ideas. Again, find your link to MySpace. Keep it simple and easy to navigate. Great content that is difficult to find is useless. Online attention spans are next to zero.
Phil Rugile is COO of MYMAG, LLC. MYMAG is a content company launching magazines curated by influential tastemakers for distribution to their fan base, providing a unique insight into the tastemaker. Magazines are distributed via MYMAG online channels of their brand partners.