Are You Making Any of These Content Marketing Mistakes?


No matter how big or profitable your company may be, there is no way to keep it competitive in the long run without content marketing. That's just the way things work these days - you need to publish a lot of quality content to raise awareness, build trust, generate leads, and drive conversions.

Content marketing is a huge privilege of the modern business because it helps you to approach highly targeted audiences around the clock - a feature traditional marketers could only dream of just a decade or two ago. A wide range of studies prove the potential of this marketing tactic:

more »

by Steve Hall    Dec- 5-19    
Topic: Publishing

4 Advanced Digital Marketing Strategies You Should Try


Whether you run a small business or a multinational company, digital marketing is the most effective way to reach unlimited prospective customers. Your strategies define your success. Therefore, since knowledge is power, you should constantly stay informed with the latest digital marketing techniques that are proven to provide excellent results.

Every business is unique, and that is why entrepreneurs should always test and measure their marketing campaigns before investing even more time, attention, and budget.

If you're a seasoned digital marketer, small business owner, or online entrepreneur who's looking for some spicy digital marketing techniques, you've landed on the right post.

In today's article, I'm sharing four advanced digital marketing strategies that you should try immediately. Knowledge is useless unless you act on it!

more »

by Steve Hall    Oct-22-19    
Topic: Publishing

Here's Why eCommerce Should And Can Account For 10% of Every Publisher's Revenue


Conde Nast's recent announcement to merge Lucky Magazine with BeachMint, an online retailer, follows the relaunch of Domino Magazine, another Conde property, as an e-commerce store. The New York media giant isn't the only one blurring the line between content and commerce. Meredith, Thrillist and Gawker are other prominent publishers investing considerable resources in commerce.

Despite these initiatives, commerce-based revenue remains a largely untapped growth opportunity for digital media companies. Display, native and video are the primary drivers of online publishing revenue. Yet, commerce holds the potential to generate a revenue boost of at least 10% with limited investment.

more »

by Steve Hall    Sep- 9-14    
Topic: Publishing

Top 7 Hardest Working Native Advertising Strategies for Publishers


We conducted an informal survey with our native advertising clients at MGID and found that 100% of our advertisers say that "publisher's quality" is the most important component for effective native advertising.

Another study by Hexagram conducted about the state of native advertising among publishers, advertisers, brands & agencies, found that 84% of publishers thought that native advertising adds value for consumers. Results of the same research state that 62% of publishers are currently offering native advertising opportunities for advertisers.

So, how to get the ripe fruit of native advertising, which is not always "low hanging?" In our experience with thousands of successful campaigns for publishers worldwide we recommend the top seven hardest working strategies for publishers that will yield effective native advertising.

more »

by Steve Hall    Sep- 4-14    
Topic: Publishing

3 Ways to Make Content Marketing Meaningful


Over the last few years, much of the marketing world has turned to content marketing: the idea that the best way to engage with audiences and raise your visibility is to share robust, usually educational content for free. This content takes many forms - blogs, videos, podcasts, books (and particularly ebooks, given their ease of distribution), material on social media, and more. Basically, anywhere and any way that folks learn.

Recent studies have, time and time again, shown the the same thing: content marketing works. It works in large part because there's a hunger for substance in marketing - for folks to talk to one another, teaching and sharing knowledge, rather than talking past one another with fluffy pitches. But as the research has shown, it's not just a feel-good strategy, but a serious driver of growth. So how do you go about implementing it for your own organization?

more »

by Steve Hall    Sep-26-13    
Topic: Online, Opinion, Publishing, Research

Murray Newlands, Bruce Clay to Launch Content Marketing Book


In the past we've written about the increasing popularity of content marketing and its benefits, like the fact that it typically costs over 60% less than traditional marketing. And, as pointed out in the comments by reader Rhona Wilkins, "Content style ad formats are already replacing typical banner ads. Orgs like Outbrain, Adblade, Google, Kontera and others have changed how ads look. "

As content marketing rises in popularity, much has been written about the practice and there is no shortage of books on the subject. One such yet-to-be-published book is being authored by Bruce Clay and Murray Newlands.

more »

by Steve Hall    Aug-18-13    
Topic: Publishing

Mastheading to Provide Agencies and Brands Custom Content Creation Services


Mastheading, an offering whose name oddly harkens the pilfering and plundering of the at-one-point sacrosanct editorial institution, launched yesterday as a turnkey solution for agencies and brands seeking custom content. Mastheading provides an affordable solution for streamlined content creation. All for just $15,000 a month. With a 6 month minimum commitment.

The new company is a joint venture of Knock Twice, a content strategy and PR agency, and GMD Studios, an innovation and experience design firm.

more »

by Steve Hall    Aug-16-13    
Topic: Publishing

Nate Silver Trashes New York Times Sales Force


For a man who has the ability to predict presidential elections, Nate Silver's recent comment about the sales staff at The New York Times was shortsighted and displayed a surprising lack of understanding of the tectonic shifts that are occurring in publishing and advertising. It's as if he hasn't realized that the disintermediation of the ad sales process through trading desks, RTB and other forms of ad tech has had a decimating effect on CPMs and, hence, the ability of a publisher and its sales force to generate healthy revenue.

more »

by Steve Hall    Aug- 9-13    
Topic: Online, Opinion, Publishing

How Struggling Publishers Can Recoup Lost Revenue Streams


It's not news that media companies are struggling to maintain healthy revenue. Seismic shifts have occurred over the past two decades that have dramatically altered publishers' ability to leverage advertising to make ends meet. From programatic buying to banner blindness to the rise of owned media, publishers' revenue streams have been slowly chipped away to the point where many can no longer survive.

But there is hope. There is a pot of gold at the end of the rainbow. While that might sound trite and overly optimistic, it's not.

Today, HubSpot Publishing and ISV Partner Program Sales Manager Melanie Collins wrote a blog post entitled Why Media Companies Are Struggling (And How Inbound Marketing Can Help) which outlines four ways inbound marketing can help publishers maintain a healthy revenue stream.

more »

by Steve Hall    Jul-24-13    
Topic: Publishing

Sharethrough Joins Native Advertising Trend With Sponsored Stories


Native advertising company Sharethrough today announced the launch of Sharethrough Sponsored Stories, a native advertising solution that helps brands promote articles, posts, reviews and more across the web. With Sharethrough Sponsored Stories, marketers can extend the reach of their content beyond owned and earned placements across Sharethrough's network of publishers.

Land Rover is one of the first brands to use Sharethrough Sponsored Stories in its content marketing programs, along with Pop Secret and the National Multiple Sclerosis Society.

more »

by Steve Hall    Feb-26-13    
Topic: Publishing