Using Paper.li As Part Of A Content Marketing Strategy

August 20, 2013 on 5:27 pm | In audience, Blogs, Branding, Content Curation, content development, Content Marketing, Content Marketing 2.0, Creativity, Customer Retention, Fortune 500, Marketing, My Creative Team, Twitter, widget, Widgets | 3 Comments
 

The Creativity Times

Tamela Rich noticed recently that I was publishing several paper.li papers, including Moving To Charlotte: The Un-Tourist GuideThe Fortune 500 Daily, The Creativity Times, and The Social Media Daily. You are subscribed to them, right? If you don’t know about paper.li, then you need to go here to learn more about the service.

Anyway, Tamela said she had been wondering if that approach was right for her content marketing efforts. She asked my thoughts and you only have to ask me once!

From my perspective, paper.li newspapers that you have effectively customized provide an excellent medium through which you can engage, grow and retain the right audience looking for your news. (I won’t go into detail on how to set one up, since paper.li has a good explanation of it.)

Benefits of your customized paper.li include:

  • Updated daily, it serves as a regular reminder to your audience. You can set an automatic tweet to go out when it is updated, and subscribers get a note when it is updated.
  • It provides your audience with consistent, relevant information about topics in which they have interest.
  • Your automated paper saves you time by producing an elegant-looking paper with no continuing work or content development on your part.
  • Paper.li pulls relevant content that you can then mine for your tweets, Facebook posts or to utilize on your blog.
  • People you follow on Twitter will appreciate you including them and their tweets in your paper.
  • Your paper can be embedded via widget on websites and blogs, so you have an opportunity to reach even more people.
  • The basic service is free for up to 10 papers.

First, you need to decide what topics you should cover. The beauty of paper.li is that you can utilize hashtags, your Twitter, Facebook, Youtube, Google+ feeds and RSS feeds as sources for your paper. Don’t forget to add your own blog feed!

Let’s look at an example. I am authoring a book called Moving To Charlotte: The Un-Tourist Guide, so I set up a paper.li publication to provide my companion blog with fresh news about our town. I’m using hastags like #CLT, #Charlotte, and #QueenCity. Then, paper.li scours the sources I have specified for related tweets, articles, photos and videos.

Creativity and social media are topics I want my company to be known for, so that is why we have The Creativity Times and My Social Media Daily. Fortune 500s are my target audience, so I use that paper more selfishly to discover what is on the minds of prospects.

Are you using paper.li? Please tell us how you are using it and your results.

 

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Harry Hoover

Partner ♦ Brand Strategist ♦ Creativity Facilitator at My Creative Team
Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies. He is the author of Moving to Charlotte: The Un-Tourist Guide.

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3 Comments »

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  1. Thanks for responding to my request, Harry. I knew if you were running three papers on paper.li, the service was something I should consider! I’m eager to see what other comments come through.

    In addition to being a business ghostwriter, I’m an author whose work is rooted in the people and places I’ve encountered on my long-distance motorcycle tours. Travel has changed both my life and the way I view the world. I’m exploring the possibility that paper.li would be the right vehicle to curate content that is ignored or overlooked by “corporate media.” The paper would feature photos from places of solitude and fragility, grassroots stories, mindful minimalism, and (of course) roadside kitsch and slices of life. The paid version would allow me to place ads for my own books, projects and media outposts.

    I’m wondering, in your experience and in the experience of your readers, whether most of the clicks come from people who are called out in the tweets? or the general stream? or a widget?

    What about analytics? Is it easy to track results you’ve achieved, such as followers or clicks to your own content?

    Again, thanks for sharing your experience. I always enjoy learning from you.

    Comment by Tamela Rich — August 21, 2013 #

  2. Tamela, I’m using the free version which provides rudimentary analytics. But, I can tell you, I receive most of my feedback from people called out in the papers. However, the number of subscribers is growing recently. It seems I am gaining some traction. I have just started thinking about how to use the widget more to my advantage. I announced today that I am writing a book called Moving To Charlotte: The Un-Tourist Guide, so I have started a paper.li paper with the same name to start building buzz ahead of publication. I’ll keep everyone posted on how that is going.

    Comment by Harry Hoover — August 21, 2013 #

  3. Ohhhh, that new book sounds like the perfect case study! Standing by for more, Harry!

    Comment by Tamela Rich — August 21, 2013 #

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