Mobile is becoming an increasingly significant medium in our lives with ever more powerful devices and faster wireless connections enabling enjoyable experiences for most of the US Population. Half of Facebook’s users are now Mobile Only and more than half of their revenue comes from mobile users. As such, optimizing your website or message for mobile is becoming increasingly important especially at the local level. But it’s even more than that because Facebook represents a significant share of traffic for local sites – or at least it must if you’re going to have a thriving and engaged community who shares your content with their friends – which means a significant amount of your traffic is… [Read More]
Great content has always been important but with the growth of the internet great ‘advertiser’ content is becoming increasingly important – for them and you, the publisher. Sponsored Content (advertorials or the preferred fad label “native advertising“) is a great way for businesses to tell their story, demonstrate expertise and company values, and simply stand out from a crowded local market. The fact is, most local businesses are viewed as a commodity and Sponsored Content helps leading businesses break out of the mold. Plus, when done well, Sponsored Content complements traditional ad buys while also keeping your (publisher) brand in front of more consumers in the process. But what happens when the sponsored content stinks?… [Read More]
Most local publishers have thrived for years with display ads and bring this approach when embracing digital. There is absolutely nothing wrong with display ads when done well (banner ads as the digital variety are usually called) but they only provide one benefit to you, the publisher… income. Ok, sure, revenue is a pretty great benefit but there are a variety of revenue generating opportunities that exist for local publishers that drive more than just revenue such increased readership, engagement, SEO and social media sharing. Sponsorships are also often easier to sell locally than traditional digital because we’re so accustomed to sponsorships in our culture from ESPN’s College Gameday Built by Home Depot to the various… [Read More]
In an attempt to help local businesses become better overall marketers we’ve put together a short video introducing marketing fundamentals and some contemporary technologies and approaches that everyone needs to be aware of. As a local publisher, you know you’re already a ‘marketing consultant’ to your advertisers. The topics in this video should help you to that end. Moreover, feel free to share this with you advertisers. If you have questions or other topics you’d like us to address please post them in the comments, we expect this to expand into an ongoing series.
Regardless of its size, every business needs to have a marketing plan. A way to attract customers to your business and get them to spend money with you. With that in mind, they’re typically two schools of thought on how to accomplish this which are inbound marketing and outbound marketing. Today, we will be talking about how publishers can take the best parts of each and combine them in a set of tools that helps local businesses execute their marketing plan.
Publishers, especially community focused publishers, often miss a huge opportunity to leverage their reach by organizing and participating in events within the community. While outside the normal comfort zone for many publishers, they are uniquely positioned to promote physical events and therefore make great event partners. Let’s take a look at the 3 most common types.
When we think about most publishers, we typically see a two-sided business – advertisers on one side and their audience (readers) on the other. While most publishers generally focus on generating revenue from the business side, you’d be remiss to ignore the consumer side when it comes to generating revenue. Here are 5 revenue opportunities that target consumers.