Years ago I heard it said that the problem we face today isn’t information overload but rather “filter failure.” In all aspects of our life we have filters to help us identify and respond to the important things awhile quickly moving past the insignificant. On the web this has been true and growing for years but now we’re seeing some interesting side effects. The internet has democratized nearly every industry turning everyone into publishers with blogs, social media and the like but the problem is that not all content – or content creators – are created equal. As a result, there is far more noise on the internet and thus Google has become one of… [Read More]
Newsletters are still one of the most effective ways to reach an audience and drive traffic to your website. Compared to Facebook, newsletters often out perform Facebook posts by 20% or more as publishers in our network typically range between 20-30% open rate compared to reaching 1-2% on a Facebook post (all else being equal). While the level of competition for eyeballs in people’s inboxes continues to rise, publishers are uniquely positioned to provide awesome content where other businesses often fall short. Here are a list of 6 different types of content that you can re-purpose and use in your email newsletter.
When was the last time you took a few minutes to understand what’s in in Search Engine Optimization (SEO)? SEO is a topic that comes up frequently when we’re talking with publishers and their sentiments tend to range from “I have no idea” to “I get the basics.” Once we talk for a few minutes it becomes clear most publishers have some understanding of outdated SEO concepts but little more. If you don’t want to read, feel free to scroll to the bottom of the page to watch Google’s 2:45 video about their most recent overhaul called Hummingbird – note, that video is 2 years old and Hummingbird has been live for some time. Let… [Read More]
In our travels we regularly speak with publishers who have visions of the future of their business that are, shall we say, somewhat misguided. I always applaud action over inertia but I pride myself on educating publishers (even those we don’t work with) and when their vision is fueled more by hype than reality I want to jump in. In order to judge where you should invest your time and resources it’s important to understand the key pieces of the changing media landscape. Below are a list of things we often hear publishers “want” but which would fail to realize results. Let me be clear, many of the items below are great things they’re just… [Read More]
Within the Secret Service is a group of people focused on detecting and addressing counterfeit currency. If you’ve looked at a $100 bill over the last 10 years or so you’ve noticed a serious change in its appearance, in fact there’s a website dedicated to showing you what a new bill looks like called NewMoney.gov - definitely worth a quick look. Mistaking the fake for the authentic can be an expensive, time consuming, and embarrassing experience – in currency and in life. What does the changing appearance of a $100 bill have to do with your local media business? Glad you asked. See, the media landscape is changing faster than currency and attempting to identify the counterfeit… [Read More]
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]