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Building a Media Business Through User Content and Engagement
Readers want engaging content. Advertisers invest in relationships. Kate Thorp explains how she has built a highly successful community based on these principles, in her talk at Mediabistro's UGCX conference.
Table of Contents
- Highlights (1:20) FREE!
- Pleasing Everyone: Users and Advertisers (15:07) FREE!
Kate's challenge: Creating a highly branded user-generated content site that advertisers want to be part of. She begins by explaining how they use technology, how their users use it, and how they make money. Advertisers invest in relationships, she explains, and she works with users to make their content more palatable to advertisers. In the world of user-generated content, experience has trumped expertise.
- The Meaning of Value (13:29) FREE!
Divine Caroline was conceived as a user-generated platform for women to share content. Kate explains how great content like "The 4-Way" relationship advice column rises to the top, and is rewarded. The platform also has 450 content partners. Kate then describes how the RealGirls ad network fits in; there's a hand-in-hand relationship. She then shows a video by Jamie Lauren of Bravo's Top Chef as an example of value-added sponsored content. Kate closes by describing the success of the site, much of it attributable to user-generated content.
- Questions and Answers (14:55) FREE!
Questions from the audience: How do you manage transparency and ethics with blog content, especially with the new FTC guidelines? Were your community users who participated in advertorial compensated? How much sharing of content happens over social networks? How much polishing do your editors do to submissions? How does your categorization and tagging work?