Welcome to The 21^st Century Local Publisher Course

Built on more than a decade of working with hundreds of local publishers, this course gives you the inside track to filling the critical role of local media in your community.

The course enables you to walk in the footprint of success - you're in control but not on your own - and will help you build a foundation that will work in every market and every niche (though your pricing or your content strategy may vary).

Plus, as new platforms and social media channels emerge, those will also build on this foundation.

The course focuses on three primary topics:

1. A Repeatable Revenue Strategy - Local media businesses can drive revenue in multiple ways that go far beyond display banner ads.
2. Authentic Compelling Content - Information about local places-and-faces is incredibly valuable yet surprisingly simple to create.
3. Audience Development Made Easy - Reaching locals is the last-mile of local media, we'll simplify the content distribution so Internet fragmentation is less painful.

Local publishers can drive more revenue online and in print, grow their audience, and deliver more value by incorporating a few simple activities. We'll cover:

• Real-world examples to monetize digital activities
• How to effectively grow audience & engagement
• Simple steps to leverage print & digital
• Working smarter, not harder with Marketing 3-4-5™ Distribution techniques for Publishers
• Using Social Promotions to bolster core activities

It's time to drive revenue, grow traffic, and make a greater impact in your community. Feel free to go in order or jump around...let's get started!

1. A Lesson from Harley Davidson and Honda Motorcycles
2. Why People Engage with You and Your Unfair Advantage
3. Why Are You Taking This Course and a Systematic Approach Forward
4. How to Avoid Getting Overwhelmed

1. Introduction to Monetizing
2. Small Businesses Have a Moral Imperative to Promote
3. A Note on Print Publishers & Sales People Selling Digital
4. Community Sponsorships
5. Social Promotions
6. Premium Banner Ads
7. Directory Guides & Featured Listings
8. Sponsored Content
9. Setting Some Goals
10. Facebook Live Sales Incentive Package
11. Wrapping Up

1. Introduction to Simplifying Sales
2. The Competition & Understanding Client Needs
3. Client Types
4. Pricing & Packages
5. Prospecting & Outreach
6. Show Don't Tell - Mockups for the Win
7. Handling Objections, Education, and Closing the Sale 

1. Introduction to Web Content
2. Types of Content
3. Optimizing Content - SEO for Local Publishers
4. Featuring Print Content Online - Print-to-Web & In-This-Issue Approach & Digital Editions
5. The Role of User-Generated Content
6. Organizing Your Site
7. Article Titles That Deliver
8. Cross-Linking for the Win
9. How ESPN Structures Content
10. Common Mistakes Local Publishers Make with Content
11. Jumping Traffic with Viral Hits
12. Wrapping Up Content

1. Managing Your Homepage
2. Posting an Article - The Basics
3. Posting an Article - The Basics Part 2
4. Posting an Article - Cross-Linking
5. Posting an Article - Content Snippets
6. Posting an Event
7. Posting an In-This-Issue Article for Print Publishers

1. Introduction to Audience Development
2. Content Distribution & Marketing 3-4-5™
3. Leveraging Print to Drive Traffic - And Sales
4. Email Newsletter Considerations & Growing Lists
5. Anatomy of a Facebook Post
6. Are You Putting Too Much Trust in Social Media
7. Facebook Tips & Tricks
8. Resurfacing Old Content
9. Wrapping Up

1. Introduction to Marketing Services
2. What Can You Offer?