Creating compelling content

LOCAL LISTS Creating compelling content GATEHOUSE MEDIA

COPYRIGHT 2016 GATEHOUSE MEDIA, LLC. SOME RIGHTS RESERVED

LOCAL LISTS

Goals and recommendations What’s the point? GOAL: Reach into community interests by focusing on time- and location-specific information that readers love, while generating page views and contributing to social media engagement.

How many should we publish? ü  Newsrooms with 1-18 staff members: 4 per quarter ü  Newsrooms with 19+ staff members: 8 per quarter


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LOCAL LISTS

Why lists? ü Why are they valuable? Lists provide readers with fun or relevant information that they can then reference to find new places to explore, experiences to pursue or resources to reach out to.

ü Why do readers like them? Readers enjoy the organized, digestible information that the list format provides.

ü Why do publications like them? Lists are attractive to new audiences and can help boost page views while presenting quality local content to readers.


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LOCAL LISTS

Writing the list Best practices

ü Restrict lists to no more than 300 words ü Include photos or videos to each item to give them visual appeal ü Stay away from prefacing your list as “The best …” Bad title: “13 of Middletown’s best burger joints” Better title: “13 local burgers you need to try”


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LOCAL LISTS

Writing the list Lists should include…

ü At least three list items ü At least three photos ü A description or explainer with each list item ü Specific local content ü Related items


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples


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LOCAL LISTS

Local list examples Three great spots for enjoying nature Taking a leisurely summer stroll down a tree-lined path, or cooling off in the clean, clear water of Canandaigua Lake – there are a lot of great places within a 30-minute drive of Canandaigua. Got a favorite to add? Comment on this story and tell us your top spot. 1.  Kershaw Park: With lakefront walkways and a community beach, this is one of the best places to get some sun and relax – and it’s right here in town. There’s also a small craft launch and a public boat dock, if you have a seaworthy vessel and want to enjoy nature while bobbing along the shore. Location: Lakeshore Dr. between Booth and Muar streets. COPYRIGHT 2016 GATEHOUSE MEDIA, LLC. SOME RIGHTS RESERVED

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LOCAL LISTS

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Local list examples Three great spots for enjoying nature 2.  Grimes Glen: Taking a hike through this glen will be well worth your while, for the beautiful waterfalls and scenic views. Deer will actually come up and eat our of your hands. Location: Take Route 21 through Naples, turn onto Vine Street and follow until it ends. 3.  Barnes Creek Falls: This 1.2 mile hike features three gorgeous waterfalls. Some hikers recommend leaving the trail behind and actually walking up the shallow creek instead – just be careful on the slippery rocks. Location: The trail is just south of Onanda Park, off of West Lake Rd.


Photo: Flickr / Visit Finger Lake

LOCAL LISTS

What to avoid ü Generic content, non-specific to community

Examples ü 8 things you might not know about Memorial Day

ü Unrelated items

ü Better: 8 local ways to celebrate Memorial Day

5 things to do this weekend ü Unique Valentine’s Day gifts ü List breakouts within news stories

ü Better: Valentine’s Day gifts to buy local

ü Raw data in list format

ü List of most popular baby names in area ü Better: List of most popular baby names in area with name meanings included


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LOCAL LISTS

Including readers ü “Did we get it right?” Ask your readers whether they agree with your choices – and encourage them to comment with any favorite items you may have left off.


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LOCAL LISTS

Including readers ü Let readers interact Include links to relevant information on your lists. If you’re creating a list about great places to snag dessert in your city or town, make the names of the restaurants clickable with the link to that restaurant’s website. Linking with articles also has SEO benefits. Including maps is another great way to add an interactive element to local lists.


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LOCAL LISTS

Including readers ü Use social media to issue a callout for input


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LOCAL LISTS

Promoting lists ü Be diligent about posting lists to social media ü Don’t just promote once – some list content is evergreen, can be promoted many times


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LOCAL LISTS

Promoting lists ü Build anticipation by asking for reader input in advance of publishing the list ü If you name businesses or events in your list, let owners or event coordinators know they were included ü Post lists to carousel, place in visible spot on website


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LOCAL LISTS

List ideas Larger markets ü Great spots for foreign cuisine ü Five musicians to line up for at the upcoming music festival ü Great studios for all kinds of yoga ü Lesser-known coffee shops great for getting work done ü Where to go for an urban picnic COPYRIGHT 2016 GATEHOUSE MEDIA, LLC. SOME RIGHTS RESERVED

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LOCAL LISTS

List ideas Smaller markets ü Relaxing places to sit and read ü Top books checked out of the local library in May ü Local places to volunteer ü Favorite day trips in the region ü Places to let your dog off the leash ü Great farmer’s market vendors to check out COPYRIGHT 2016 GATEHOUSE MEDIA, LLC. SOME RIGHTS RESERVED

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LOCAL LISTS

Lists in print


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LOCAL LISTS

Lists in print


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LOCAL LISTS

Lists in print


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LOCAL LISTS

Recap

Aim for each list to include at least three items, with at least three related photos. Each item should contain a brief explainer of one to two sentences. Lists should feature local, related content.


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THANKS FOR LISTENING HAVE A NICE DAY EVERYONE! GATEHOUSE MEDIA
