• What Is Content Marketing and Why Is It Important?

According to modern business strategists and marketing experts, content marketing is the key to success in this increasingly digital age of Internet, e-commerce, and social media. But what exactly is content marketing and why is it such a valuable tool for your brand? This article will explore the definition of content marketing, its benefits, and show some examples of the various ways that brands are utilizing content marketing throughout different industries.

• 50 Ways to Make Media Pay: Paywalls

Many news outlets have historically dropped paywalls (or elements of them) for emergencies, breaking news stories or major events. In keeping with this, multiple publishers did the same thing with COVID-related content, including outlets with historically firm paywalls, like the Financial Times. It wasn’t a move that everyone agreed with, and as the crisis continued, some publishers – like McClatchy in the U.S. – decided to reinstate their full paywalls.

• Metrics Show How Poor Digital Experience Impacts Revenue

Common sense says your customers’ digital experiences are closely tied to overall customer satisfaction. But new metrics can now show the effect of a substandard digital experience on the bottom line.

• 8 Survival Skills Every Publisher Needs to Offer Marketing Services

Publishers, even if your business starts morphing into the “annoying agency,” there are still some strategies that may be worth considering. Regardless of your talent, salesmanship, and entrepreneurial skill set, you may find some of these survival skills are worth further cultivating.

• Are Your Marketing Emails Illegal? How to Comply (And Thrive) With the CAN-SPAM Act

When considering email marketing as an outreach tactic, it’s important to understand the rules and regulations that can turn your company’s innocent approach into a legal nightmare. Let’s start by exploring the different components of an average user’s email inbox.

• Growing Reader Revenue in 2022

As subscription revenue becomes increasingly vital to news publishers, how best to inspire readers to sign on to the value proposition is at top-of-mind. There’s no singular answer, no magic bullet, and no one-size-fits-all approach, but publishers are getting creative with their subscription appeals, and readers are responding.

• ‘There needs to be a mindset shift’: The Publishers’ Guide to Building Effective Data Strategies

More publishers than ever before are using data to grow traffic and revenue. However, more data does not equal better results. A new report by paywall solutions company Piano explores the challenges faced by businesses banking on data for growth. It also presents insights on how companies can collect and use data more effectively.

• The Advertising Sales Reps’ Guide to Programmatic Advertising Sales: Part II

In publishing, the addition of digital advertising has opened a new world of revenue opportunities as well as many challenges. And the technological transition has brought with it opportunities for publishers that did not exist as publishers gain the ability to sell advertising inventory across the entire internet. It’s a challenge for many sales reps to understand how digital advertising works so they can take advantage of these opportunities.

• Happy Landings! How to Get Started With Landing Pages

The goal of a landing page is to increase lead generation and optimize conversion rates. While other web pages on your site prompt visitors to click around, a landing page guides visitors to a specific content offer. Let’s dive deeper into the benefits of landing pages.

• Dysfunctional Dynamics Continue to Blight Ad Tech’s Prospects

Any time a buyer has to sacrifice quality to meet a big-budget spending constraint, that buyer is in a lemon market and should exit until that hard reality trade-off can be overcome. It’s a critique often levied at the state of online advertising. And for good reason: the further out media buyers go into the online ad market to buy publisher inventory the more low-quality inventory they end up buying. But as long as ad tech vendors can deal with that inventory, media buyers don’t have to (i.e incorporate that trade-off cost into ROI) and the money keeps flowing.

• Do Publishers Need an Exit Strategy From Social Media?

What was once supposed to be a golden opportunity to reach and connect millions of people all over the world has soured, with the biggest platforms now being accused of threatening the very fabric of society and democracy. As more and more issues have surfaced, brands are getting twitchy. From ad boycotts to deleting brand accounts, some feel it is better not to be associated with social media at all. So, is this something publishers should also be seriously thinking about?

• The Advertising Sales Reps’ Guide to Programmatic Advertising Sales: Part I

Programmatic advertising, at its most basic, provides a variety of ways to automate the proactive efforts mentioned above. With that automation, opportunities abound to provide advertisers, publishers, and audiences only those quality ads that make sense. And with that quality comes ample opportunity for all to profit.

• CRM 101: A Crash Course on Customer Relationship and Marketing Automation

Many companies have difficulty organizing, analyzing, and acting on the data these users provide. The data could be their clickstream across your website or social media, email communications with salespeople, or basic demographics and contact information. It seems like a daunting task to organize and nurture every user according to where they are in the buying process. Fortunately, a specific marketing automation software exists to make it possible.

• ‘It’s not a peanut butter spread approach’: How Advertisers Are Adapting to a More Nuanced Social Landscape

The days of the one-size-fits all social media approach are seemingly over. Advertisers say the way people use social media is changing, pressuring brands to abandon broad campaigns and instead create content for each individual platform.

• Affiliate Revenue: Still a Publisher’s Best eCommerce Bet?

Globally, the affiliate market – which encompasses cashback and reward sites, as well as publishers and other content creators, social networks and other delivery mechanisms – is worth over $12 billion a year. In the U.S. alone, affiliate marketing spend is projected to reach $8.2 billion in 2022, up from $5.4 billion in 2017. Put simply, with values like these, this is too big a market for publishers to ignore.

• The Highs and Lows of Publishing CRM, and How to Embrace the Complications

Keeping an exact score is difficult, as the CRM failure rate has been measured to be anywhere between 18% and 69% over the years. Even if you look past the bewildering gulf between those numbers, you still have a technology that carries endless promise for all, yet still somehow fails one out of every five attempts.  So when there is a failure, should blame be put on the system? The answer to those questions may not be simple, but the solutions to overcome the larger contributing issues are entirely too easy.