For the modern digital magazine publisher, the only thing more important than content is promoting content
Here at Mequoda, we will make you into a digital magazine publisher, and if you’re already a digital magazine publisher, we’ll make you into a better one.
All of what you’re about to read is advice we not only believe in, but advice we’ve given freely in the past. But sometimes it’s good to hear it from other sources. How many times have to told your significant other or child something worthwhile, only for it to fall on deaf ears until a friend or peer says the same thing? Then, it’s suddenly Eureka! material.
But, hey, whatever it takes. We’re happy to have some reinforcement out there when it comes to content distribution, social media strategy, editorial planning, and publisher data.
Business2Community has posted some great articles lately, on these subjects and more. Let’s start with them and their talented contributors this week.
Promoting Content Is the Key to Expanding Content
Here’s a juicy, exhaustive article from Business2Community about how to multiply your content and its reach via smart, thorough promotion. Highly recommended post!
“So you created what you thought was a masterful piece of content but there’s no traffic coming in. The marketing experts talk about the importance of content marketing and how it has made a world of difference in their businesses. The traffic and leads just seem to gush in for them. Backlinko gets 90,000 visitors a month and it’s a newer SEO blog, Derek Halpern has over 200,000+ e-mail subscribers – and the list goes on. It’s the one element that people don’t talk about often: content promotion. And when people DO talk about it, they say content promotion is perhaps even MORE important than the content itself, but no one really tells you how to do it effectively,” Eric Liu writes.
“The typical content marketing strategy involves publishing a blog post, seeding it to your social profiles, and maybe sending a few e-mails out. Doesn’t it feel like there should be A LOT more that? First, the one thing I’ve heard from the Neil Patels and Derek Halperns of the world is to create truly epic content. It’s a lot easier to promote and repurpose content when it’s top-notch! Assuming you have done that, it’s time to turn your attention to all the platforms that are available for you to repurpose to. And remember: repurposing is a form of promotion because you are distributing your content further.”
Social Media: The Key for the Digital Magazine Publisher
We’ve said it before, and we’ll say it again: Social media is not optional – it’s required. Business2Community has another solid post on this subject, with 11 ways to maximize the opportunity.
“When sharing content, utilize the customizable posting features on each social media platform–this includes the headline, image, and a description of the content you are sharing. Every marketer and social media user is competing to catch the user’s eye, so the more optimized your post is for a particular platform, the more effective your social media promotion will be,” Alex Barca writes.
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“Numerous data studies suggest you will be more effective by promoting the same content multiple times on social media. With multiple images and multiple headlines for your content, you can engage with your followers without them even knowing a link is to the same content you posted earlier. As social media users don’t see most of your social media posts on any given day anyway, consider posting multiple times to social media as a way to ensure your audience has a chance to see your content.”
Calendar Management May Not Be Glamorous, but It Is Beneficial
Editorial calendars give your content aspirations structure, and the benefits are many, as Business2Community reports.
“An editorial calendar is used by bloggers, businesses, digital marketers, and publishers to schedule and organize the publication of content on blogs, newspapers, magazines, newsletters, and social media channels. Most publishers select a set of themes that fit in with their audience’s interests and then brainstorm story ideas that fit the themes,” Anna Colibri writes.
“Does that sound boring? It’s not! The reason it’s interesting is that by considering your audience’s interests, you can connect with them more deeply, perhaps foster engagement and shares, and, ultimately, build your brand and generate leads. For example, if you are blogging for a fitness center, your themes might be healthy eating, fitness tips for the home and office, and inspiration. The fitness center clients will love getting this information, and feel more connected to your brand. Once you build this kind of relationship, conversion rates on special offers should go up.”
Data-Driven Publishing: Mobile Publishers Must Have DMPs
Data management platforms are a must for mobile publishers, Business2Community reports.
“Getting to know how audience segments behave across a publisher’s offerings is essential for understanding where the value lies for this segment. Subsequently, this information can be used to improve specific parts of the offering. To do this, a publisher needs to be able to identify users need over several different channels such as social, email, and mobile. For example, an e-commerce player can discover a pattern where a typical audience segment of men between 40-50 years with high income seem to respond well to email marketing during daytime,” Arthur Noort writes.
“Likely they are at work in an office and found some time to browse some products during a break but they do not convert. By being able to identify the same person on a tablet a push notification from their mobile app on the same evening would be super effective to close the deal. Based on this information, the publisher can decide to emphasize wishlist functionalities on their desktop website to facilitate those customers browsing during work hours. In this way data from a DMP informs product design.”
Want to become not just a digital magazine publisher, but a successful digital magazine publisher? Download our free Multiplatform Publishing Strategy Handbook today!
To read more digital magazine publisher news, visit Business2Community.com.
