What are the most successful forms of online audience development for digital publishers (SEO/SEM, Content Barters, Social Marketing Tools, Other)?
My LinkedIn Answer:
It is true when they say content is king. But "relevant" content is key to success. All publishers need to make sure they have the right content for the right people in their audience. How is the online content consumed?
A pull strategy (bringing people to your online content) requires SEO/SEM or display advertising to acquire the audience. This can be expensive.
A push strategy (delivering content to the people) is likely going to be key in getting cost-effective results and ROI. The best way to do this is delivering relevant content in a timely manner via email. In this case content is targeted to individuals based on their preferences and behavior.
Here are some more specifics on some push/pull techniques that Internet-centric media companies seem to be using:
- Search engine optimization and search engine marketing.
- Co-registration.
Not surprisingly, Marketing Sherpa uses this tactic on a lot of marketing vendor sites. One advantage: They have a paid content model, so there's no conflict of interest. I'd like to see an example of an ad-supported publisher doing this with suppliers in their space.
- Landing page optimization.
- Tracking/Analytics.
Jennifer Pricci
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