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Posts in Content

Google, Demand Media and the value of content

As consumers, techies and the media trade some of their infatuation with Google for the latest crop of super-hot web upstarts like Facebook, the world's most dominant search engine is finding that more and more people are pointing out its flaws.

The quality of Google's SERPs have increasingly come under question, with some complaining that Google isn't doing enough to weed out web spam and low-quality content that ranks well but doesn't offer consumers much value. I am one of those who have been highly critical of Google's capabilities in these areas.

4 comments

How you can attract more retweets: a 10-step guide

How you can attract more retweets: a 10-step guideIs there a science to optimising retweets? Or is it a combination of luck and network reach?

I believe that some tweets are more likely to be shared than others, and that you can increase your chances of being retweeted by following a few simple tips. 

There are various factors that come into play, and thankfully there is some data to back up some of these ideas. 

11 comments

Paid content on the iPad is just like on the web: report

Media executives around the world are holding their breath. Rupert Murdoch's bold and risky bet on the iPad is on the way. The ultimate hope: it will prove that the iPad is a viable platform for profitable content distribution. A big part of the 'profitable' part: paid content.

But media executives might not want to hold their breath for too long. According to research firm Knowledge Networks, consumer expectations on the iPad look a lot like consumer expectations on the internet.

2 comments

Five principles for online personalisation

Web personalisation is about delivering targeted content and adaptive web experiences based on what you know about each visitor. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity.

Of course, it’s not without risks. Get it wrong, and you’ll confuse visitors, waste resources and depress conversions. But get it right and you’ll surprise and delight your web visitors while driving your website to new levels of effectiveness.

9 comments

Is online advertising really failing content?

Online content may be sexy, but even on the internet, turning a profit as a publisher isn't always easy, particularly if you rely on ad revenue to pay the bills. After all, today's advertising market has come a long way since the 1990s.

Advertisers have a seemingly unlimited array of advertising options, and the proliferation of ad networks and technologies such as retargeting mean that many publishers have seen their CPMs decline.

According to
an AdAge opinion piece by Tom Hespos, who runs a digital marketing firm, advertising is failing publishers.

4 comments

New Year's resolutions for the PR industry

Rightly or wrongly, the PR industry has taken a lot of stick over the last year. Allegations that it has fallen behind in the race to ‘own’ social media may or may not be true. But, in an industry that has built itself on perceptions, there is work to be done to ensure it remains a key weapon in any marketing arsenal.

So, given the time of year, I’ve been thinking about five New Year resolutions that the PR industry should consider for 2011.

8 comments

10 reasons why list-based posts work well online

Humans appear to be hardwired to tune into lists, judging by our Google Analytics data from 2010. Half of Econsultancy's most popular 25 posts were lists, including nine out of the top 10.

I don’t subscribe to the idea that lists are somehow inferior to articles with lots of dense multi-idea paragraphs. Either the content is good, or it’s not. The list format is precisely that: a format, a simple framework for communicating ideas.

So here, in no particular order, are 10 reasons why readers and publishers love lists, and why they work so well online... and yes, my tongue is firmly planted in my cheek as I'm writing this.

23 comments

iPad magazine strategy: recycle old content?

Many print publishers hoped that the iPad would do more for them than it has done thus far, but that doesn't mean that the iPad, and tablet computing in general, doesn't have potential.

The challenge: figuring out a strategy that works. Trying to charge more for your newspaper on the iPad than it costs in print doesn't seem all that sensible, and creating tablet-only dailies doesn't exactly come off as a smart investment given the economics of the publishing business today.

However, Condé Nast might have stumbled upon a concept that might be a viable part of a larger strategy: take old, existing content, repurpose it and sell it as a new product.

1 comment

Google ditches H.264 support in Chrome

Google may be one of the world's most respected tech companies, but it could learn a thing or two from Apple. One lesson: surprises are supposed to be good.

Yesterday, Google surprised the world with an announcement that it is dropping support for the popular H.264 video codec. Not surprisingly, this sparked an outcry from many publishers and users who now know: the codec wars are on.

3 comments

Traditional publishers just don't get consumers: report

Most traditional publishing executives have bought into the idea that digital is crucial to the success of their publications in the 21st century. But despite the fact that most of them are increasingly embracing and investing in digital, few are seeing the kind of results that would indicate good times are back again.

A new survey of 476 publishing industry professionals and 1,800 consumers conducted by Harrison Group sponsored by Zinio might just hint at why: publishers are simply blind to what consumers really want.

5 comments

Announcing the Econsultancy Innovation Awards 2010 shortlist

Ah, December. For many media folks it is a month of fat lunches and the parties. It used to be like that for me too, until we launched our Innovation Awards a couple of years ago. 

Since then December has turned into a month of hardcore reading. Our in-house judging panel (me, CEO Ashley Friedlein and Research Director Linus Gregoriadis) spent the majority of the month poring over the 350+ entries, checking out sites and apps, and generally trying to make sense of things.

Last year was a great year for innovation, based on what we read. There are some amazing things going on in our industry. 

3 comments

17 digital marketing trends for 2011, by Econsultancy CEO Ashley Friedlein

Following are my personal views on what will be interesting and important in the world of digital marketing and e-commerce for 2011. 

I haven’t given extensive justification for any of these. It’s just what I feel to be likely from my many conversations with industry influencers.

I’d be very interested to hear your thoughts, or feel free to post a link to your own predictions.  

31 comments