Anyone in current affairs is familiar with the newspaper industry. Specifically, their struggle with maintaining their audience in an increasingly digital world. One of the giants of that industry, the New York Times, is no different. However, we don’t often get a deep look inside that struggle to recalibrate to thrive on the Internet.
But that is exactly what is contained in a report that was leaked a few weeks ago. The report (embedded below) is worth reading if only to better understand how an organization with arguably limitless content is still having a hard time figuring out the new rules of operation.
Further, the report demonstrates how important it is to successfully promote your content once it is published on your site. Many in the NY Times still adhere to the assumption that once the story is filed, then it will be organically distributed to the masses. That the value of the article, post or graphic will attract readers or views. But the NY Times is learning the hard way why that is not the case.
In the report, Paul Berry, who helped found the Huffington Post, eloquently describes the core problem with the way The New York Times views content creation: “At The New York Times, far too often for writers and editors the story is done when you hit publish. At Huffington Post, the article begins its life when you hit publish.”
It is all about using your outposts – Facebook Page, Twitter account, Google Plus, LinkedIn – to promote your content repeatedly after it is initially shared. In order for it to go anywhere, it must hit social feeds and other places large numbers congregate. The day of the RSS Feed – where readers come to you – is in the past. Now it is about putting that content in front of as many people as possible.
It is also not just a one time thing. As marketer Guy Kawasaki tells us, his key to success is to repeatedly push out the same content during different times throughout the day and over the course of multiple days.
Is it tough? If the NY Times finds marketing content tough, then you know it takes effort. But it is worth it if you are going to be successful in getting your content into the right hands.