The Publisher's Edge en-US A podcast for hyperlocal and small market news publishers navigating social media, short form video, and the ongoing hunt for revenue in a rapidly shifting media landscape. Hosted by Julie D'Aloiso, founder of SpiderCat Marketing and a nearly 11 year hyperlocal journalism veteran running a Northeast Ohio regional news site, a hyperlocal news site, and several microsites across the region. Each episode shares practical, in the trenches strategies and honest lessons, including how publishers can use social platforms to source and distribute news, grow reach through short form video, and create content that could potentially get found in AI search. https://megaphone.imgix.net/podcasts/4f4b9f6e-99b1-11f1-9edd-bf8995207e5f/image/fe275b4c3c5900858b18bc0d711a97f1.jpg?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress The Publisher's Edge episodic SpiderCat Marketing, Inc. A podcast for hyperlocal and small market news publishers navigating social media, short form video, and the ongoing hunt for revenue in a rapidly shifting media landscape. Hosted by Julie D'Aloiso, founder of SpiderCat Marketing and a nearly 11 year hyperlocal journalism veteran running a Northeast Ohio regional news site, a hyperlocal news site, and several microsites across the region. Each episode shares practical, in the trenches strategies and honest lessons, including how publishers can use social platforms to source and distribute news, grow reach through short form video, and create content that could potentially get found in AI search. SpiderCat Marketing, Inc. julie@spidercatmarketing.com Episode 2: Why Social Media Is Cutting the Reach of Your Local News Links Welcome to episode two of The Publisher’s Edge with Julie D. In this episode, Julie breaks down her new article, “Social media is cutting the reach of local news links,” and explains why local publishers need to stop broadcasting like a megaphone and start hosting like a town square. Topics covered: Why social media platforms are limiting the reach of posts that send readers to other websites How to treat your social pages as a distributed newsroom with native summaries The flaw in the “put the link in the comments” trick, and why shared posts lose the link Why testing a summary post first and a link post later can help you learn what your audience responds to Becoming the digital town square by resharing events and announcements from libraries, schools, and community centers Strategic tagging of local organizations to expand your reach Which local topics get the most sharing, tagging, and commenting How short video clips from council meetings reached over 50,000 views on TikTok Three action steps to try this week, including a link ratio audit LocalPod, the tool Julie uses to create and distribute this podcast, and how it turns articles into podcast episodes How to use Creator Studio from Facebook to find out which of your posts performed best Read the full article here. Email Julie at julie@spidercatmarketing.com to ask about the Hyperlocal News Playbook. Have a question or topic you would like covered on a future episode? Send that along too. Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com. Sun, 11 Oct 2026 15:28:11 -0000 full SpiderCat Marketing, Inc. Welcome to episode two of The Publisher’s Edge with Julie D. In this episode, Julie breaks down her new article, “Social media is cutting the reach of local news links,” and explains why local publishers need to stop broadcasting like a megaphone and start hosting like a town square. Topics covered: Why social media platforms are limiting the reach of posts that send readers to other websites How to treat your social pages as a distributed newsroom with native summaries The flaw in the “put the link in the comments” trick, and why shared posts lose the link Why testing a summary post first and a link post later can help you learn what your audience responds to Becoming the digital town square by resharing events and announcements from libraries, schools, and community centers Strategic tagging of local organizations to expand your reach Which local topics get the most sharing, tagging, and commenting How short video clips from council meetings reached over 50,000 views on TikTok Three action steps to try this week, including a link ratio audit LocalPod, the tool Julie uses to create and distribute this podcast, and how it turns articles into podcast episodes How to use Creator Studio from Facebook to find out which of your posts performed best Read the full article here. Email Julie at julie@spidercatmarketing.com to ask about the Hyperlocal News Playbook. Have a question or topic you would like covered on a future episode? Send that along too. Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com. Welcome to episode two of The Publisher’s Edge with Julie D. In this episode, Julie breaks down her new article, “Social media is cutting the reach of local news links,” and explains why local publishers need to stop broadcasting like a megaphone and start hosting like a town square.

Topics covered:

  • Why social media platforms are limiting the reach of posts that send readers to other websites
  • How to treat your social pages as a distributed newsroom with native summaries
  • The flaw in the “put the link in the comments” trick, and why shared posts lose the link
  • Why testing a summary post first and a link post later can help you learn what your audience responds to
  • Becoming the digital town square by resharing events and announcements from libraries, schools, and community centers
  • Strategic tagging of local organizations to expand your reach
  • Which local topics get the most sharing, tagging, and commenting
  • How short video clips from council meetings reached over 50,000 views on TikTok
  • Three action steps to try this week, including a link ratio audit
  • LocalPod, the tool Julie uses to create and distribute this podcast, and how it turns articles into podcast episodes
  • How to use Creator Studio from Facebook to find out which of your posts performed best

Read the full article here. Email Julie at julie@spidercatmarketing.com to ask about the Hyperlocal News Playbook. Have a question or topic you would like covered on a future episode? Send that along too.

Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com.

]]> 736 Episode 1: The Google Shift and the Tool Every Local Publisher Needs Welcome to the first episode of The Publisher's Edge with Julie D. In this introductory episode, Julie shares how the shift from traditional Google search to AI search is changing the way local publishers need to write and structure their articles, and how that shift creates new monetization opportunities through advertorials and guest content. Topics covered: - How Google search results are changing and what it means for publishers - Writing articles that get found in AI search tools like ChatGPT and Claude - Structuring advertorial content with summaries and FAQs to boost visibility - Using Gemini for AI generated images when stock photos fall short - An automation Julie built in Abacus to surface daily local news leads Seegov, a free tool for covering city council and school board meetings through video clips and transcripts Why short form video under three minutes performs best on YouTube, TikTok, and Instagram A behind the scenes look at how Julie built her hyperlocal news network across Northeast Ohio Have a question or topic you would like covered on a future episode? Email Julie at julie@spidercatmarketing.com Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com.  Sun, 27 Sep 2026 15:59:38 -0000 full SpiderCat Marketing, Inc. Welcome to the first episode of The Publisher's Edge with Julie D. In this introductory episode, Julie shares how the shift from traditional Google search to AI search is changing the way local publishers need to write and structure their articles, and how that shift creates new monetization opportunities through advertorials and guest content. Topics covered: - How Google search results are changing and what it means for publishers - Writing articles that get found in AI search tools like ChatGPT and Claude - Structuring advertorial content with summaries and FAQs to boost visibility - Using Gemini for AI generated images when stock photos fall short - An automation Julie built in Abacus to surface daily local news leads Seegov, a free tool for covering city council and school board meetings through video clips and transcripts Why short form video under three minutes performs best on YouTube, TikTok, and Instagram A behind the scenes look at how Julie built her hyperlocal news network across Northeast Ohio Have a question or topic you would like covered on a future episode? Email Julie at julie@spidercatmarketing.com Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com.  Welcome to the first episode of The Publisher's Edge with Julie D. In this introductory episode, Julie shares how the shift from traditional Google search to AI search is changing the way local publishers need to write and structure their articles, and how that shift creates new monetization opportunities through advertorials and guest content.

Topics covered:

  • - How Google search results are changing and what it means for publishers
  • - Writing articles that get found in AI search tools like ChatGPT and Claude
  • - Structuring advertorial content with summaries and FAQs to boost visibility
  • - Using Gemini for AI generated images when stock photos fall short
  • - An automation Julie built in Abacus to surface daily local news leads
  • Seegov, a free tool for covering city council and school board meetings through video clips and transcripts
  • Why short form video under three minutes performs best on YouTube, TikTok, and Instagram
  • A behind the scenes look at how Julie built her hyperlocal news network across Northeast Ohio

Have a question or topic you would like covered on a future episode? Email Julie at julie@spidercatmarketing.com


Julie D is the founder of SpiderCat Marketing, an AI powered digital marketing agency helping local businesses and publishers grow through SEO, AEO, and smart content strategy. Learn more at spidercatmarketing.com. 

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