Trends That Will Help Publishers Win 2019
Trends That Will Help Publishers Win 2019
8 trends to investigate and implement to successfully execute your content strategy and marketing efforts this year.
8 trends to investigate and implement to successfully execute your content strategy and marketing efforts this year.
1. The buzzword of this year is Story.
Isn’t it refreshing? After all the AI and AR and VR - we return to origins and put the Story at the top. This allows us to focus on the meaning, but also forces us to think deeper about our story, why is it interesting, why is it different than others? Is it coherent? Is it promoting our business? And a special question for this year - should we keep it or change it into a new story, that better reflects our values, our products and USPs, the goals for this year? Complete this task and you’ll have the proper infrastructure for everything else.
2. First thing to do this year - a plan to understand who your clients are. So that you can leverage on personalization.
We now understand that we want and need to talk to different clients in different ways.
Processes that should be part of your marketing efforts this year
3. What creative marketing channels are really relevant for you?
From social, bots, recommendation platforms, to programmatic distribution, content and SEO strategies. Where should you invest in?
This year is when you go deeper and maximize all the great channels out there by aligning them with YOUR story.
You need to ask yourself...
What are your target audience really looking for?
Where do they look for them and can you use those channels?
How can you use it in a more disruptive way? Is it a chatbot? How should this chatbot look, talk, behave to grab your user attention, win his trust, convince him to take action.
4. Revolutionize content consumption with creative content solutions.
Answer these questions to focus on relevant solutions
5. ‘More of the same’ is not the right answer - innovative solutions are the new goal.
Publishers have been using the same methods for centuries. Majority of their articles are, well, boring textual ones. Now realizing that video and interactive content increases CPMs, publishers are required to meet advertisers’ standards and make sure to guarantee viewability and improve other KPIs. This year, publishers should ask themselves: What will better serve their advertisers, what will help them sell more?
6. Increase engaging user-centric content and maximize positive vibes.
The key to the advertiser’s heart is user’s satisfaction.
7. Master technology and be savvy about it.
First and foremost, forget the buzzwords and examine your audience, end goal and strategy. Now, choose the relevant technological solutions. For example, if you’re Gen Z oriented, audio integration is a must to increase traffic. If your end goal is to make money and sustain your revenue overtime - make sure you integrate multiple monetization solutions and track their contribution. If your strategy is a media buy program, make sure you have the right dashboards to optimize your profit margins.
8. Last but not least - investing in people.
With stories everywhere, publishers will need to come up with unique angles on news stories. This requires skills, training, mentoring and collaboration between departments.
The people will need to...