http://www.mequoda.com/
Don Nicholas--editor of Mequoda, B2B publication for publishers. Integrated media approach. Internet centrique, multiplatform publisher. Most publishers on 3-7 individual platforms.
Internet forms the bottom of media pyramid. You will have audience experience you in many different ways--Web site, email newsletter, books reports, products, magazine, etc. Those deployed on all platforms are very successful, and some are very small.
With a blog, you are a publisher.
Getting to know your neighborhood: Whenyou go online it is a virtual neighborhood. Defined the words on your web site (key words).
Online we measure audience by "unique monthly visitors". Keyword indexing drives neighborhood." Google has become online planner to get to your neighborhood.
Inlinks: Hyperlinks from other people's Web sites. They point at your Web site. Important to drive traffic. And Google pays attention to rank you by how many hyperlinkls you gte related to keyword phrase. Get site well ranked to link to you boosts your value.
Archive online helps to get keywords out.
If you write and post, and no keywords anyone looking for in it, will anyone read it? Probably not. Being online publisher means knowing how to get right keywords in your documents.
Three levels:
1. Content drive
2. Google friendly
3. E-mail centric--commit to follow you, also includes RSS, Twitter
4. Profit minded
Mentioned http://www.technorati.com/ -- million blogs.
5 things learn from online market audit:
1. size--how big is market
2. growth--how get more people
3. seasonality--peaks in market
4. keywords--drive online content
5. neighborhood-who lives here and how can we get better link relationships?
Web site for analytics: http://compete.com/
How can we build relationships--user-generated content, content review (from other publishers) and content syndication (cut a buisness deal to push data up to them--drive traffic back to you, revenue).
For all business models you see on Internet, there was old model--newspaper is now periodical Web site. Encyclopedia is reference Web site, etc.
Who pays--user-driven Web sites (takes money from users--Fidelity), sponsor-driven Web site (Yahoo finance), hybrid Web site(do both--subscriptions and live events, sponsorships--CNN money)
27 different Internet business models.
Question: how check numbers of competitor who says has 2 million visitors?
Answer: 2 sources--www.compete.com. Do a tutorial on B2B to see if telling truth. BTW, check your first. Also use www.quantscast.com. Be the truth-teller in marketplace!
Question RE Syndication
Answer: Way for smaller publisher to get pentration into larger markets. Don't give all your content--duplicate content issue. Good news--will drive traffic.
Coming next--Search Engine Optimization + build keyword universe
