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publishing media Once again I am happy to share a real-life question I received and my answer. In one of my recent newsletters for writers I passed along information I learned at the Internet Summit. Some of this advice included making online content more ‘media-rich.’ To make this post more media-rich I am embedding on old writing advice video I made that helps a writer determine what exactly they should blog about if they are in the early stages of starting a blog.

One of my newsletter subscribers responded with a question; you can find her question and my answer below…

Email I received:

I really enjoy your newsletter and your blog. So full of information for writers. I have long been convinced that blogging is a far better way for a writer to become known and build an audience than Facebook, etc. so I was happy to see that blogging is the 3rd best way to reach people and that the other social media is falling away. I have one question. What exactly do you mean in this statement:

“When writing for the web we need to be more media rich. A blog post should have a complementing infographic, video, whitepaper, etc. This of course means more writing!”

I usually have a photograph in my posts and I use links to people and companies that I write about. I am not sure what an infographic is or what you mean by whitepaper. Thanks for all your good advice. You and Hope Clark are my favorite newsletter publishers.

My response:

Thank you for contacting me. I am so pleased to hear you enjoy my newsletter and blog! I see you have personal experience hosting a blog and you must know how nice it is to hear all the hard work is being valued! Yes, social media services change quite often and are unreliable in the sense that you can’t be certain you can keep the community you have built. This happens for a number of reasons. Stock options, ad revenue, all normally financially-driven. With blogging you have control over your content, and your blog platform (hopefully) will not censor the content your followers receive – which is what is happening on platforms like Facebook. To answer your question about being more media-rich: Let’s say you have a blog post about a new book genre that has never been around before. (Last year New Adult would have been the term.) Your post could detail how this genre came to be, if it is a merging of other genres, who the audience of this book genre is, and maybe mention a few book examples. To make this a media-rich post, instead of just adding an image of a book cover in the genre at hand, you could video interview an author (or two, or three) in that genre and embed the video in your post. You could also create an infographic, which brings up your next question: What is an infographic? An infographic is an image that visually represents statistics or other data. Here is an example of an infographic about hardcover books v. eBooks:

book publishing infographic

Example of an infographic.

You have probably seen infographics all over social media–they were super popular a year ago and remain user-engaging tools. If you search for free infographic creation tools you will find a bunch. I use Piktochart. Additionally, a podcast on what your local book store thinks about the new book genre could be linked in the post. A whitepaper could also be created to complement the post. A whitepaper is a guide that helps the reader understand or resolve a certain conflict. Related to the post in the example we’re using, a whitepaper on the pros/cons of the new book genre could help authors in that respective genre make decisions about their publishing choices. So if you wanted a super media-saturated blog post, you could have a video, podcast, infographic, and whitepaper.

Yes, you can embed/link to all in your blog post, but the nice thing about these items is that you can share the infographic on Twitter with a link to your post, share the whitepaper on LinkedIn with a link to your video, ensure the video is on YouTube with a link to your post, share the podcast on Facebook and discuss your blog/social media in the podcast. The other nice thing about all of these items: It’s not a one-day-peak-and-trickle exposure like a traditional post may be. You can time them a few days or weeks apart and get more mileage out of one topic. Plus, some people are more visually-driven.

Those who may have overlooked your post could be attracted to your infographic and video. This helps you reach more people effectively. I hope this helps you understand what I meant about a media-rich post!