Posted in Uncategorized

Deciding Where, When and How to Post Content

By Benét J. Wilson, DJTF co-chair,

Online Managing Editor-Business Aviation, Aviation Week Group

I work for the Aviation Week group, where we have myriad platforms for our stories.  We have a weekly magazine, 2 monthly magazines, 2 weekly newsletters, 2 daily newsletters, a free web site, a premium paid web site and 8 blogs covering defense, aviation and aerospace.  We also have a photography gallery, a podcast channel and a video section.

That’s a lot of content to fill.  In the old days, I’d write a story for a specific medium, send it off to my editor and wait until it was published.  Not any more.   Now when I decide to do a story, I have to think about all the platforms it can fit into.  As an example, I do a feature for our weekly newsletter called “5 Good Questions.”  I now always ask extra questions and slice and dice it in the following ways:

  • Original story in the newsletter;
  • Short version for the Aviation Week Intelligence Network premium site;
  • 2-3 questions for the monthly magazine;
  • Photos submitted to the gallery;
  • Blog post with extra questions, including a quick podcast or video clip.

None of the pieces are exactly the same, so even if a subscriber has access to all our publications, they still find new information in each source, but the don’t lose the impact of the interview if they don’t go to all the sources.   For more insight, check out this post on the Wired Journalist network.

And Happy Thanksgiving!

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Author:

Home of the National Association of Black Journalists's (NABJ's) Digital Journalism Task Force

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