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Oh publishers, when will you learn?
Of course you need revenue (after all you wouldn’t exist without it). But if you don’t start getting the balance right between ad revenue and user experience you’re going to die a slow and painful death.
Some people may hate the term, but there's no doubt that content marketing has caught on big time.
As many people point out, there isn't anything especially new in the concept of using content to attract customers, but what's new is that content marketing roles are being created, and teams are being restructured.
Content is becoming more tactical as a result.
Here's a selection of 15 of the best content marketing tips...
A lot of attention has been paid to the effects of Google’s latest updates to its search algorithm.
And rightly so, as the latest changes give long overdue improved ranking to sites that have been optimised for mobile.
The New Mobile Display Ecosystem report, published by Econsultancy in association with OpenX, explores the latest trends in mobile advertising and looks at what the future might hold.
The report, which includes insights from more than 20 industry leaders, explores the impact of increasingly mobile-centric consumer behaviour on different stakeholders within the marketplace.
This article is focused on how publishers need to adapt to the rise of mobile.
For many traditional publishers, moving from print to desktop was a challenge. Migrating to an ever more complex landscape is equally challenging, but can be as richly rewarding for the companies that do it right.
This week I heard Helen Southgate, the MD of affilinet UK, speak at a performance marketing conference and say;
If affiliate networks don’t change they will gone in five years.
This isn’t another 'death of' post. The performance marketing sector is a £14 bn growth area.
There are pressures, though, and Helen isn’t wrong to urge change. I doubt anyone inside the industry would argue that there are no common demands that networks, agencies and in-house teams face.
One of those common issues is the feeling that there is untapped value in the large number of content affiliates available and a frustration this value is hard to reach.
The World Cup in Brazil has created an online buzz;. Swathes of content have outpoured online and social media activity has been off the scale.
While England, Spain and Italy will be licking their wounds and flying home in disappointment, we take a look at what comparisons can be drawn between native advertising and the sporting event of the year.
BuzzFeed is successful in anyone’s book when it comes to creating content their audience wants to consume wherever they are and then share with their friends.
I listened to Will Hayward, VP Europe, BuzzFeed, at the Adobe Summit EMEA 2014. He was talking about how traditional display advertising is still inefficient and how new methods of social distribution of native content are worki.ng for BuzzFeed.
Here I’ve attempted to sum up some of Will’s thoughts.
The Axel Springer group is pretty big, it’s active in 44 countries and generated revenue of €3.3bn in 2012.
13,650 people are employed across the group, which includes more than 230 publications such as Bild, but also companies such as Zanox (which includes Affiliate Window).
But despite its size, Axel Springer is using startups and a new culture to drive digital change and growth across the group.
This has been a big step and is a trend we’re seeing in many industries – see John Lewis’ recent announcement of JLabs, a call for entrepreneurs with a £100,000 investment to the best new startup.
At Digital Media Strategies 2014, Springer Electronic Media CTO Ulrich Schmitz talked to us about developing a digital portfolio.
How does one develop new business models in the light of digital? What is the best way to foster innovation and entrepreneurship? And when does one integrate digital investments or indeed keep them separate.
Is achieving integration of print and digital publishing the pursuit of the Holy Grail? Well, it certainly sounds nice listening to a publisher talk about burgeoning digital revenues in multiple channels, alongside beautiful print products.
Verdens Gang is a Norwegian newspaper with a daily circulation of more than 200,000, in a population of 5m. Across print and digital, 1.8m people use VG daily.
At Digital Media Strategies 2014, editor-in-chief and CEO of VG Torry Pedersen gave the lowdown on how they integrated print and digital effectively, along with how they monetised smartphone and tablet content.
Culture is the key, as is so often the case in disrupted industries where big brands have to adapt and are competing with pure-plays that have started on the right foot.
Torry used the analogy of Haile Gebreselassie vs. Usain Bolt to describe print and digital. They both run but they run in very different ways and they shouldn’t have the same training regimen. The same can be said of magazine-style high quality print products compared with the fast-moving multimedia world of online news. The two teams can’t necessarily work together.
That’s why from 2000 until 2011, everything at VG was separate for print and online, from ads to editorial. In 2011 the two were joined back together once again.
The same thing happened with mobile and desktop, the two had separate ad sales and technical teams from 2010 until 2014 (though the same content team). Now ad sales and techies across desktop and mobile are integrated.
So what are the challenges that VG has overcome and how is it moving forward?
I’m trying my best to sound literary in this post - the pseud’s headline, the confessional first line.
I was tweeted by an author this morning. The whole uplifting experience was enough to slap me in the face with the wet fish of Twitter’s usefulness to the author and publisher.
I thought suddenly, I should write this up for the blog! One of the great things about the blog is the opportunity it affords us to commit the bonne pensée to a medium slightly less fleeting than mere conversation.
The story is this: I was tweeted by an author and subsequently decided to buy her book. These things happened for a number of reasons.
I’ll detail the exchange and then discuss why this case study is symptomatic of Twitter’s use and usefulness.
Perhaps someday native advertising will mature into a viable alternative to traditional web advertising but today it creates more problems than answers.