Patricia Handshiegel

Digital Dish covers the ins and outs of an Internet executive moving into the television arena. Disher Patricia Handschiegel is the founder of Stylediary.net, which she sold to Stylehive.com in November 2007. She has a background in Internet infrastructure and technology business, was an advisor to Kaboodle.com (sold to Hearst in 2007), and has contributed as an entertainment/media business writer for Venturebeat.com. She’s also been an early visionary of professional Internet TV content since 2005 and is currently an advisor on several entertainment/Internet projects. Always an entrepreneur, she had a highly profitable babysitting monopoly at 11, lent her writing skill to students at 17 and landed her first published national article at 23.

She has also worked as a ghost writer for a national TV correspondent. At 22, she was recognized nationally for promoting the growth of women’s hockey and advised companies on creating hockey products for women. She’s been quoted and profiled in dozens of media outlets since and is currently developing two book concepts. A serial entrepreneur, she plans to continue to build Internet, entertainment and media companies, with the goal of promoting social change and charities. She is currently involved in the use of technology to help find missing and abused children, and has contributed financially to TheJoyfulChild.org and other organizations. She is the founder of Look|Shop|List.com (in development).


Digital Dish

Pay Attention to Promoting Web Shows

September 12, 2008 5:56 PM

With Internet video revenue still in an early phase, much of the budget for Web TV content goes directly into production. This is true particularly for producers who are creating on their own (without a brand sponsor). It leaves very little for marketing your work.

But the good news is that the barrier of entry for publicizing projects has never been lower, thanks entirely to the Web. Just a little time and effort on someone’s part can help generate buzz and traffic for just about anybody producing shows. All it takes is a few quick steps:

Distribution is important. Where you put your content counts. Consider various options and create a strategy before you launch. Work with larger brand/recognizable sites or marry the audience to yours, but have a firm, solid idea in advance. All your marketing/promotion efforts will stem from there.

Get cozy with relevant bloggers and media. I think a successful buzz campaign includes both traditional media and blogs that cover Web TV (yours truly is an example). Contact information is generally available on most sites. Update reporters/bloggers on what you’re doing. Be sure to keep it simple.

Social network. Get the word out but keep it targeted. Use the majors like Twitter, Bebo, MySpace and Facebook and keep the emphasis on moving the audience to your Web site via link-backs, etc. There is no reason to do the effort if it’s not generating a visible return. I’m a fan of offline campaigns as well, but be selective! They usually cost more time and/or money.

The strategies vary in size and duration depending on the nature of the project and who is behind it, but little has changed in what works in marketing content from the past. Even though it’s by way of a new distribution channel (the Internet), the same strategies generally apply.


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