Social Strategies, Passion Marketing and Audience Growth

Course Overview

Social Strategies, Passion Marketing and Audience Growth
Seminar Snapshot
This $24.95 course is being offered free, thanks to the generous support of the American Press Institute.
Time Estimate:
One hour

About Seminar Snapshots

A Seminar Snapshot features video highlights that capture the key learning of a seminar presentation.

What are you passionate about? Your favorite sports team? Your family? Your newspaper? Do you know how to market to your audience based on what your readers and users are passionate about?

Passion-based marketing is at the core of what will revolutionize the news industry, says Nathan Gwilliam, director of strategic verticals and social strategy at the Deseret News of Salt Lake City. In this Seminar Snapshot, he will talk about how you can grow audience for your digital publications by appealing to their interests and passions.

This Seminar Snapshot contains edited video highlights from a presentation at The Deseret News in Salt Lake City, Utah, during Transformation Tour, a workshop on Sept. 20-21, 2012. The presentation was part of the Transformative Content Strategies workshop, the first in a series of workshops by API and The Poynter Institute.

Find more information and register for other workshops in this series here.

What Will I Learn:
  • How to increase social engagement using strong emotions in social content.
  • How to build deeper relationships with your audience that will increase the ways they share your content
  • How to use SEO to organize social media based on the passions of audience
Who should take this course:

Social media editors, publishers, senior editors, web producers and key organizational leaders in technology, marketing, revenue, research, distribution, audience development, mobile and product development who want to transform their businesses.


Nathan Gwilliam

Nathan Gwilliam is the director of strategic verticals and social strategy for Deseret Digital Media. He is responsible for planning, developing, marketing and managing a network of strategic vertical sites focused on mission-oriented and values-based topics. Gwilliam is also responsible for the company-wide social strategy across all products.

Training Partner:

American Press Institute

The American Press Institute advances an innovative and sustainable news industry by helping publishers understand and engage audiences, grow revenue, improve public-service journalism, and succeed at organizational change.