Digital Publishing, like the internet itself, is in a state of almost constant evolution. Forget the big changes like social networks, mobile, or the Internet of Things – we see frequent changes even at the content format, distribution, or amplification levels that have a huge impact on how publishers and brands that know they should act like publishers do business. That’s to say nothing of how Facebook or Google (um…Alphabet?) changes the publishing world frequently with the drop of an algorithm.
With that in mind, we here at BigContentDaily like to help you stay informed with the most useful new short-form and long-form articles, videos, and presentations about digital publishing alongside our commentary about how you can actually apply what you learn to deliver targeted, relevant content that will help you keep your audience engaged for longer and coming back for more.
5 Ways Publishers Can Capitalize on the Content Marketing Boom
To really take advantage of their position and operate as content marketers, publishers should be growing their understanding of how search, social and referral marketing works, tracking the effectiveness of what they do by measuring and evaluating if they’ve hit their goals, experimenting with calls-to-action by mining the data they collect from readers, and, lastly, optimizing sharing buttons to reflect where target audiences are. Share buttons can be leveraged with plugins that push content to various social channels.
According to Publishing Executive, “Content marketing plays to publishers’ core strengths.” Below are the reasons why:
(1) Publishers are well-versed at discovering and telling great stories.
(2) Publishers are established as content curators, a core component of effective content marketing.
(3) Publishers have access to and can offer the kind of longer-form content that is most likely to have an impact.
(4) Perhaps most importantly, publishers are already in the business of linking content to markets, the main purpose of content marketing.
While there has been a good deal of buzz about the growing importance of content marketing for brands, some publishers may still be asking, “Can I get a piece of the content marketing pie?” The answer to that question is an unqualified “yes,” as publishers already have the skills required to operate effectively as content marketers on behalf of their clients.
Publishers, You’re Holding All Content Marketing Chips
The Content Marketing Institute encourages brands and agencies to “think like publishers” and present valuable, compelling content that is relevant to their targeted audience. Peter Loibl, one of the smart guys behind the CMI, points out two main factors every publisher has in their pocket that can help them with content marketing efforts.
Publishers should never stop engaging with audiences and should ask themselves whether they’re replying to every comment — good and bad — on social media. Regardless of their content – whether pure editorial, or branded content, or everything in between — publishers should ask whether they’re putting their audience’s interests ahead of their own agenda. They should never stop building trust because modern audiences are finicky and can slip away easily if they detect a lack of authenticity in your content.
Know Your Audience
If you’re a publisher, it’s important to know your audience’s objectives, their needs, and their dynamics. This needs to be ingrained at a personal level that is used to make decisions about the kind of content delivered. Whether this is something you know from CRM integration with your content platform or you know your audience as if they were your own family, that knowledge is needed when judging what content to package for their consumption.
It was late on a recent weekday evening, and I pledged to finally throw in the towel after a rather hectic workday and spend my final waking hours channel surfing before bed. After my channel guide revealed a rather unappealing menu of options, my attention drifted to ESPN, which was featuring the “World Series of [ ] The post Publishers, You’re Holding All Content Marketing Chips appeared first on Publishing Executive.
Here’s How Advertisers Are Learning to Market to Imgur’s Geeky Millennials
Both advertisers and publishers need to learn what their audiences like as well as what will resonate with them. When eBay and Imgur partnered up, they took steps to ensure ads were on-brand with their site and matched similar popular content types. “We worked with Imgur for several months to research the types of themes and items that were popular on site, and we worked with some Imgurians to source imagery that helped us tell the best stories,” said Johnna Hoff, eBay’s head of communications.
Here’s the story of another Web destination popular with a hardcore audience of millennials that now has to figure out how to introduce digital advertising to its users who might well be critical of anything corporate. We’ve seen it play out time and again, and now it’s Imgur’s turn to make the jump from a free-for-all community to a legitimate Web-advertising player.
Time watching videos online will rise to an hour a day – report
“According to Google, half of all video requests on YouTube are now from mobile devices. Facebook is also pushing hard into video, and this is having a huge impact as its audience converts to mobile. Although broadcast television viewing is falling, the TV set accounts for the vast majority of overall viewing and it still has many advantages over its smaller-screened competitors,” says Joseph Evans of Enders Analysis.
With mobile viewing on the rise, there are a few best practices to keep in mind to ensure increased Youtube video views, including:
(1) Selecting a thumbnail that will entice viewers to click on your video. According to Google, action shots work better than logo-based thumbnails.
(2) Ensuring video titles, descriptions and tags are SEO-optimized.
(3) Including descriptions that also link to your site, social channels, and contain clear calls-to-action.
(4) Leveraging Youtube’s Content ID to protect your video assets. Content ID allows you to control what happens when someone tries to upload your video onto their channel. Options include blocking and preventing your content from showing up on another Youtube channel, tracking and allowing content to play on other channels or monetizing your content when it’s uploaded to other channels. To learn more about Content ID, click here.
People around the world will be spending an average of almost an hour a day watching online video by the end of next year, and more than half of that will be spent on a mobile device, according to a report from ZenithOptimedia. Mobile devices will become the dominant source of online video …
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