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Web-Original

Storytelling

Web-original content
1. 2. 3. 4. 5.

Deni*on Some Story Types Techniques Online Voice Distribu*on

1. Deni6on
What is web-original content?

Web-original content
Of the web Not a radio script or newspaper ar*cle posted online Not a webied radio script Online news cycle delivery (~10 - 15 posts/day)

News Cycle
Core Publisher sites July 2011 hourly traf5ic

Infrequent content

Strong content frequency

2. Some Story Types

Basic Post

Basic Post

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Following up

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Breaking News

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Breaking News

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Breaking News

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Follow up to breaking news

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Developing News

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Developing News

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Developing News

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Developing News

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Developing News

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Developing News

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Developing News

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Explainers

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Explainers

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Explainers

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Lists

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News Round Ups

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News Round Ups

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Ques6ons

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Ques6ons

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Ques6ons

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User generated content

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User generated content

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User generated content

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Tumblr

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User generated content

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Video

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3. Techniques
Tools of the Trade

Linking Out

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Aggrega6on
I love aggrega*on.

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I love aggrega*on. Aggrega*ng, as I wrote, is what editors do. It is, to repeat myself, plugging one another into the bounty of the informa*on universe. Readers come to The Times not just for our original repor*ng, but for our best judgment of what else is worth reading or watching out there, and for the comments posted by all of you.
-Bill Keller, former Execu1ve Editor, New York Times

Aggrega6on/Cura6on

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Aggrega6on/Cura6on

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Bolded Subheadlines

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Bullet Points

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4. Online Voice

Online Voice
Conversa*onal, like radio Magazine vs. wire copy Imitate someone you like Experiment & prac*ce

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5. Distribu6on
Ive wriaen my post. Now what?

Social media engagement drives trac

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Social Media
Facebook/Twiaer Hashtags and men*ons of people in the post Converse with your fans/followers

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Converse with your audience

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Ques6ons?
Ki-Min Sung ksung@npr.org hap://editorial.digitalservices.npr.org/ @callmeKi (310) 815-4220

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