Web Strategy

Publishing Trends to Watch in 2020
October 24, 2019 at 8:50 am

The weather is cooler, the pumpkins are here, and it’s time for people with opinions to start publishing articles announcing what to watch for in the media and publishing industry in the coming year. There are many others like it, but this one is mine. The media industry is experiencing a flood of consolidations. From…

How to Get Credit for the Traffic You Drive to Your Advertisers
October 14, 2019 at 10:27 am

When I work with a publisher on their digital strategy, the first thing we do is look to better monetize the digital assets that they already have. This includes an in-depth analysis of how they’re fulfilling and reporting on digital ad programs. Almost invariably, I discover that the publisher isn’t properly setting up their ad…

Why Audience Ownership Helps You Control Your Margins
October 8, 2019 at 10:32 am

The dawn of digital publishing brought about a tumultuous shift within the media landscape. Publishers have had to adapt to many emerging realities – but the latest challenge still hasn’t been fully overcome. Even if you found your place in the sun and now put all your efforts into creating top-notch content, it’s likely that…

Getting More from Google Analytics: 3 Tips for Editors
September 19, 2019 at 8:30 am

Over the last year or so, I’ve had the chance to run several editorial training sessions with B2B media players. In these sessions, the number-one question I get from content teams is how to best judge success for their site content, video, podcasts, and other efforts. The good news is the questions are being asked,…

5 Common Misconceptions about WordPress Elasticity
September 16, 2019 at 8:00 am

Scalability is an initial, often uncompromisable goal for growing businesses, which is why seasoned entrepreneurs spend plenty of time refining their business plans before launching new layouts or viral initiatives for their media outlets. This includes everything from legal and accounting through marketing channels to the underlying technology stack. Launching a new business on an…

Identifying and Engaging Your Most Valuable Audience Segments
August 7, 2019 at 9:35 am

Your audience is made up of a series of segments of audiences, all in a different place in their journey with your brand. From one-time visitors to the most loyal readers, each segment requires a different strategy for engagement and something different from your brand experience. To optimize your audience development strategies for 2020, you…

Parse.ly Data Highlights Key Drivers of Reader Retention
May 9, 2019 at 2:36 pm

A major priority for publishers is not just audience growth, but audience retention and ultimately conversions. But do we really know what the driving factors are behind this level of reader loyalty? Recent analysis by content analytics company Parse.ly found that habitual readers, measured as returning visitors, is the most important metric for driving conversions.…

5 Keys to HousingWire’s Double-Digit Revenue Growth in 2018
May 2, 2019 at 2:37 pm

Put your readers first, and your web traffic and revenue will follow. At least that’s what B2B media company HousingWire has learned since expanding and refocusing editorial coverage in 2018. The company, which serves the mortgage and real estate markets, saw double-digit revenue growth last year and maintains an upward trajectory in 2019. The publisher…

It’s Time for Publishers to Create Experiences, Not Destinations
April 18, 2019 at 1:05 pm

For those of you that don’t know me personally, I’m a huge football fan. So, in 2017, when Tony Romo was getting replaced by Zak Prescott, I was watching closely if Romo would land on a team that would go head to head against my New York Giants. That search, and an article posted on…