Michelle L. Cramer

Michelle Cramer is a freelance writer based out of Missouri.


Articles by Michelle L. Cramer


It's hard to imagine a more eventful year for the ebook industry than 2013. From a guilty verdict in the Apple antitrust suit to a reported slowdown in the growth of the ebook market, there's been no shortage of news. Amazon and Apple both floated the idea of selling used digital books, and the self-publishing movement continued to gain steam thanks to ebooks. And this was all before the holiday sales rush that inevitably puts more e-readers into the hands of more consumers. "The great power of the ebook in today's world is that it really does open up the printing press to anybody," says John Kremer, author of 1001 Ways to Market Your Books. But as hot as the market is, traditional publishers continue to have a troubled relationship with the format. There may be signs, though, that change is on the horizon as some publishers continue to experiment with new distribution methods, marketing strategies, and more.
Editorial/Feature - January/February 2014 Issue, Posted Feb 21, 2014
With both content and technology always evolving with the fast pace of culture, web content management (WCM) systems must keep up. This is no easy task, and it keeps the industry leaders on their toes. "WCM is about creating and managing content in a central repository with the purpose of delivering it-publishing it-to the web," says Irina Guseva, senior analyst for Real Story Group, "as well as to other channels such as mobile, social, print, and email." And that requires continual adaptation.
Editorial/Feature - January/February 2014 Issue, Posted Jan 22, 2014
Imagine glorious sunsets over sandy Gulf beaches, Venetian structures dotting the Italian landscape, or a Broadway musical in the bustle of NYC. Every destination has much to offer its patrons. And in an age of mobility - and a desire to constantly be connected to the rest of the world - consumers want streaming access to information about any vacation spot they can dream. That's why one of the most important resources for the travel industry is data, according to Richard Stevenson, CEO of YUDU. "The closer a marketing message is to a customer's actual interests, the better the engagement and relationship the customer will have with the company," he says. That's why he believes that personalization is important for the travel industry, as it is for any competitive B2C industry. And being competitive, these days, means providing information and resources accessible on mobile devices.
News/News Feature - Posted Nov 20, 2013
Group SJR's "Unfiltered" report took an in-depth look at a variety of digital media platforms and how consumers respond. The SJR Insights team asked 903 individuals of all ages about their current digital behaviors and gleaned results from their responses. Probably the most relevant results in the report are regarding how Millennials respond to news media through social media channels.
News/News Feature - November 2013 Issue, Posted Nov 11, 2013
Your company has a blog that publishes several posts a week? Excellent. You have hundreds of people signed up for RSS subscriptions and frequent comments? Superb. You've got this content marketing thing down? Well, not quite."A lot of times the blog is sort of synonymous with content marketing," says Brendan Cournoyer, content marketing manager for Brainshark. "This rings true with companies that don't have an understanding of it. Even the blog itself is just a tool. The concept behind content marketing is really answering questions and communicating with potential and current customers."
Editorial/Feature - October 2013 Issue, Posted Oct 07, 2013
As content providers, it's critical to find a balance between making your presence known on a myriad of channels and spamming already drowning consumers to the point of annoyance (and possible brand detriment). It's also vital that the quality of the content produced doesn't suffer in the race to make it seen.
News/News Feature - Posted Sep 20, 2013
Back in May, Social Media Today compiled case studies from several reputable sources regarding the correlation between blogging and sales for businesses. Unanimously, studies show that maintaining an active blog can provide an increase in traffic of up to 210% to a website. Clearly, blogging still remains one of the most commonly produced and read forms of content marketing (in fact, many experts find that blogging is the first thing someone thinks of when mentioning content marketing). And, just like any other form of marketing, the blogosphere is evolving.
News/News Feature - Posted Sep 11, 2013
Anyone who has a blog with an open comment option has encountered malicious online bots. Log in to your Wordpress dashboard, and you'll find hundreds of new comments. Deceptively, they're not often people excited about your eloquently penned prose, but rather systematic bot programs plugging their own products to your regular human readers.
News/News Feature - Posted Aug 05, 2013
We are a busy people; bombarded with jobs, kids, soccer games, laundry, mowing the yard, paying the bills... the never ending cycle of everyday life. This isn't news to anyone. Because we are constantly in motion, even our entertainment has to move quickly and be bite-sized. For this reason, content is seeing a transition into the visual realm - as opposed to text-based -- across many platforms.
News/News Feature - Posted Jun 26, 2013
Digital publishing success is no longer just about old media adjusting to the digital future. Big media brands-whether they have a print legacy or a digital-only history-are learning that most readers are not coming through the "front door" anymore, and they must adapt to a social future where aggregators and curators are guarding the door or be left behind.
Editorial/Feature - June 2013 Issue, Posted Jun 17, 2013
Buyer personas have been a part of marketing strategies for years, but they've recently undergone an evolution, making an impact on the way businesses approach digital marketing, including the content sector. Unfortunately, many companies aren't clear on how to develop or adequately use personas to their advantage.
News/News Feature - Posted May 29, 2013
The journalist's toolkit has changed dramatically, according to news industry analyst, Ken Doctor. He considers an early 20th Century doctor and the meager tools of diagnosis he had in his traveling black bag. "The journalistic equivalent is the pencil and pad," Doctor says, jotting down facts in chicken-scratch shorthand that only he could read (if lucky), and traveling here and there to gather the facts from the most reliable sources. Now that journalist has the whole world at his fingertips. Even in an age of endless web information, it goes beyond Google searches and Wikipedia entries; today's journalists are also scouring social media, namely Twitter, for breaking news ideas.
News/News Feature - Posted May 03, 2013
Building reader engagement is at the top of every web publisher's to-do list. Getting your users to comment and partake in online discussions is one of the best ways to keep them coming back to your site. But when you open your content to commenters, you also open it to trolls, and many very successful websites with engaged users are still struggling to find ways to foster discussion and drown out the troublemakers.
News/News Feature - April 2013 Issue, Posted Apr 08, 2013
Content providers are no strangers to the free versus fee debate, but over the past few years some newcomers have entered into the fray. Third-party companies have started offering media passes, often allowing users to manage a variety of digital subscriptions in one place. While some options, such as R.R. Donnelly & Sons Co.'s Press+, have seen measured success, others-offered by big players in the digital media space-have failed.
News/News Feature - March 2013 Issue, Posted Mar 25, 2013
The Content Marketing Institute reports -- in its 2013 B2B Content Marketing Benchmarks, Budgets and Trends -- marketers are now choosing LinkedIn the most for content marketing purposes. In 2011, 71% of B2B marketers posted content to the site formerly associated with nothing more than a virtual resume, but 2012 showed an increase to 83%, with Twitter and Facebook trailing by a nose at 80%.
News/News Feature - Posted Mar 01, 2013
Facebook's January announcement for fourth quarter 2012 revealed 1.06 billion monthly active users on the site and, with those numbers, marketers expect their reach to be vast within the social network. Instead, they were disappointed. A 10-15% view rate of page posts isn't a number that social media marketers like, especially on the most popular social media platform available on the internet, but many continue to struggle with understanding how to be seen.
News/News Feature - Posted Feb 22, 2013
We've all been there. You visit a website looking for information, movies, or other digital content and find a few freebies. Eventually, however, you run into a request for registration or, more substantially, a request to pay for additional content. DigiCareers, a website that provides job listings for those in the media industry, recently released survey results examining the impact of paywalls on current consumers. By sending emails to a random selection of its 30,000 members, DigiCareers received a 78% participation rate, using the feedback of 200 individuals. Some experts found the results surprising.
News/News Feature - September 2012 Issue, Posted Sep 24, 2012
Announced to the public in April of 2012, the Department of Justice (DOJ) filed an Antitrust lawsuit against Apple and publishers Hachette, HarperCollins, Macmillan, Penguin Group (USA), and Simon & Schuster. The Justice Department alleged that Apple and the aforementioned publishing companies conspired together in an attempt to curb competitive pricing for e-books, namely in the wake of Amazon's offerings of $9.99 or less.
News/News Feature - Posted Sep 21, 2012
Nearly any Facebook user can expand his game playing experience on the social networking site simply by purchasing Facebook Credits: unlocking special weapons to help in the quest to take back the neighborhood in Digital Chocolate's Zombie Lane, beefing up culinary creations on Zynga's Café World, or unveil clues to aid in your search for hidden objects on Zynga's Hidden Chronicles. As of July 1, 2011, all Facebook game and application developers with a purchasing system must user Facebook Credits.How is that sitting with the developers?
News/News Feature - Posted Apr 13, 2012