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Glossary

A

Access Challenge Landing Page

Access Challenge Landing Pages are the landing pages that a user encounters when trying to access premium (member-only) content from a site for which they are not a member, or for which they are not signed-in.

Aesthetically Pleasing Websites

An aesthetically pleasing website utilizes form and functionality to attract and retain audience members. Having aesthetically pleasing websites ultimately helps in marketing and branding efforts. The style guide typically uses colors that compliment each other, fonts that are legible, and an adequate amount of white space.

Analytics

Online analytics allow you to track the health of your business. With a program like Google Analytics you can record traffic stats, websites that send you referral traffic, conversions, and revenue generated through certain pages.

Article Landing Page

Article landing pages must both attract targeted website traffic and convert visitors into subscribers, buyers or registered users. These pages are most often associated with search engine optimization (SEO), but are also used for attracting any type of organic traffic (referrals where the referring website's algorithm or operator is making the decision to link to your website). This would include any text link given by a webmaster or editor who is referencing one of your webpages as a source of good information on a topic

Audience Development

Audience development incorporates actions required to attract, engage, and maintain an online audience. The goal of audience development is to create mutually beneficial relationships - users get content they seek and the business sustains itself.

B

Brand Marketing Archetype

A Mequoda Website Satellite Archetype that exists primarily to build brand. This website economic model is similar to billboard advertising. Brand marketing websites don't necessarily generate any revenue from the website. No transactions take place, no email acquisition takes place-the site exists solely to build brand. Pepsi.com is a best practice Mequoda Brand Marketing Archetype.

C

Catalog Marketing Archetype

A Mequoda Website Satellite Archetype that generates its revenue by selling a multitude of products or services to users. This website business model is similar to a catalog or brick-and-mortar store that sells one or many products to a targeted audience group. Mequoda Catalog Websites that sell information products (books, reports, periodicals, music, etc...) have an advantage over both catalog and brick-and-mortar competition: their products can be easily sampled in an online, 24/7 environment. A shopping cart order flow is used to sell products. Amazon.com is a best practice Mequoda Catalog Archetype.

Classified Archetype

A Mequoda Website Satellite Archetype that generates revenues by facilitating commercial transactions between buyers and sellers. B2C classified sites are similar to print newspaper classified sections in their business model and process. Many focus on employment, housing and cars. B2B classified sites also focus on employment that may include job listings plus freelance and supplier directories. While many only make money by charging the seller for listing fees, others facilitate and track the actual exchange of funds and take a percentage commission on each completed sale. EBay.com is a best practice Mequoda Classified Website.

Content Marketers

Content marketers understand the delicate combination of editorial and marketing language. They use great content to upsell audience members into buying more comprehensive pieces of content, often in different mediums. Content marketing is popular online as it allows for free sampling of content before any sale is attempted.

Content Marketing Strategy

A content marketing strategy is developed to help content publishers properly market and sell content-based products online. Today, content marketing typically involves great optimized content, the use of social media platforms to engage audiences, email marketing initiatives, and online publicity, among other techniques.

D

Dedicated Landing Page

Dedicated Landing Pages: Rapid Conversion, Sales Letter, Upsell, Access Challenge, and Priority Code. Dedicated landing pages are designed to receive targeted website traffic and convert users into buyers or subscribers. They can coincidentally attract organic traffic, but are dedicated to converting traffic, regardless of the source.

Digital Magazine

A digital magazine is a magazine formatted for the Internet and related devices. Digital magazines began as PDF documents read on desktop and laptop computers. Today, digital magazines include rich-media from audio to video content, allowing for interactivity on touchscreen devices like the iPad.

Digital Publishing

Digital publishing is the process of distributing content through digital means. It can relate to a variety of content types, although the digital publishing of written content has grown tremendously in recent years because of tablets and e-readers.

Digital Publishing Strategy

Articles about digital publishing strategy

Directory Landing Page

A directory landing page is an organic landing page. These are landing pages that must both attract targeted website traffic and convert visitors into subscribers, buyers or registered users. These pages are most often associated with search engine optimization (SEO), but are also used for attracting any type of organic traffic (referrals where the referring website's algorithm or operator is making the decision to link to your website). This would include any text link given by a webmaster or editor who is referencing one of your webpages as a source of good information on a topic.

Driving Website Traffic

Driving website traffic is a fundamental component of the Mequoda Marketing System. It is by driving website traffic that email newsletter subscriptions are increased and the names on that list are monetized. Publishers should take advantage of every possible way to drive website traffic. Here is a list of 31 ways to do it.

E

Earned Media

Earned Media is a marketing source that you canÕt necessarily purchase, but you must work very hard to earn. Public Relations is a prime example of Earned Media. While you can't pay a respectable journalist to write about your product in their publication, you can work hard at crafting an effective press release and making the right contacts to ensure that your product gets coverage.

Email

Email is a mass communication medium for digitally sending information to other Internet users. Email has become habitually used by a majority of Internet users, while it also reigns as the most successful digital medium for online business communication.

Email List

An email list is the primary marketing tool of email marketers. This list is typically built through an opt-in process, so the email list member actively chooses to be emailed to. Email lists are a great way to stay in contact with interested audience members.

Email Marketing

Email marketing is a form of direct marketing that utilizes email to sell products. Email marketing is the most relevant form of marketing online as email usage has become habitual for the majority of adult Internet users in the US.

Email Newsletter

An email newsletter is a powerful digital marketing tool that provides valuable content to audience members. Most email newsletters provide products or advertising in additional to high-quality content. Most online publishers will ask audience members for permission to send them email newsletters, particularly due to laws and credibility reasons.

Email Newsletters

Email newsletters typically consist of editorial content distributed through email on a regularly occurring schedule. Many email newsletters are free for recipients, although there are some that cost a premium price. Although email newsletters typically consist of editorial content, many utilize promotions as well, allowing for up-sells of aligned products directly in the email content.

F

Facebook

Facebook is a social networking website that was launched in 2004. It is the largest of all social networks and boasts over 1 billion users worldwide.

Floaters

A hot new tactic for increasing landing page conversion rates for every entry point on your website is called a Floater. While it may look like a pop-up, it’s not. Floaters do not open in separate windows and therefore cannot be blocked or banned. Website publishers we’ve talked with report a two to three times increase in conversion rates when pop-ups are replaced with Floaters.

G

Glossary Landing Pages

Glossary Landing Pages are landing pages that must both attract targeted website traffic and convert visitors into subscribers, buyers or registered users. These pages are most often associated with search engine optimization (SEO), but are also used for attracting any type of organic traffic (referrals where the referring website's algorithm or operator is making the decision to link to your website). This would include any text link given by a webmaster or editor who is referencing one of your webpages as a source of good information on a topic.

H

Hybrid Archetype

A Mequoda Website Satellite Archetype that combines the strategic intent, or goal, of 2 or more website archetypes. A print example would be newspapers or magazines, where they generate revenue from subscription sales and advertising. Many publishers chose this model online and make a lot of money. The challenge with this archetype is designing the website's architecture to be simple and effective, to avoid user confusion.

I

Internet Marketing

Internet marketing is the process of using the Internet to promote and assist in the sales of goods and services. Email marketing, search engine optimization (both paid and organic), online press release distribution, and social media are all used for Internet marketing.

Internet Marketing Model

The Mequoda Internet Marketing Model is designed to be an easy-to-use starter Internet business model tool. It is an Excel-based modeling and budgeting tool that can be used to guide your online marketing and publishing efforts to higher profits.

Internet Marketing Strategy

Internet marketing encompasses a wide range of methods including search engine marketing, email marketing, viral marketing, affiliate marketing, display advertising, interactive ads and others. The nature of the Internet causes rapid and constant change in marketing, and new methods are always emerging. Internet marketers frequently combine several methods, such as email marketing and display advertising.

K

Keyword Competitive Index

The Keyword Competitive Index (KCI) reveals the relationship of demand to competition in keyword research.The KCI formula is the estimated annual search impressions (global monthly searches taken from the GKT multiplied by 12 months) for a keyword divided by the number of exact match search engine results (the competition) for the same keyword.

Known Users

We classify website visitors into two categories: known and unknown. A known user is someone who has visited your site before and who has signed up for a free report or email newsletter, or who has otherwise provided you with their email address. It is imperative that your content management system has the capability to differentiate between known users and unknown users.

L

Landing Page

A landing page is any web page that an Internet user can enter a website through. Landing pages are optimized to attract specific audience members.

Landing Pages

Any web page that audience members can enter a website by is considered a landing page. In online marketing terms, landing pages typically include contact capture devices such as OFIEs (order form in editorial), OFINs (order form in navigation, or floaters. Landing pages are normally optimized so they will rank well in search engines.

Lead Generation Archetype

A Mequoda Website Satellite Archetype that generates revenues by supplying sales and marketing leads to its sponsors. B2C examples are similar to card decks and information request forms offered by magazines. High end B2C and B2B Mequoda Lead Generation Websites compete with travel, real estate, insurance and other professional agents and brokers.

M

Membership Archetype

A Mequoda Website Satellite Archetype that generates the majority of its revenues from user access fees. This website business model is similar to a print newsletter or magazine that accepts little or no advertising, relying primarily on user support. These websites often sell other branded information products that might include books, events and print periodicals at special member-only rates

Membership Website

A membership website is any website that has a member as the minimum information unit. Membership websites require registration, which is either free or paid, depending on the website. In order to access some or all of the membership website's content, a user must sign in with the respective user information.

Mequoda Media Pyramid

The Mequoda Media Pyramid is the core of the Mequoda Method. The foundation of the pyramid is the means by which you draw prospects into your customer base, or network hub and build relationships. Then, level-by-level, you monetize those individuals by pushing them up the pyramid to product levels that are increasingly more valuable to them and certainly more profitable for you.

Mequoda Method

The Mequoda Method, when run as a repeating cycle of management behaviors, creates an audience driven, continuous improvement media management system. To create the Mequoda Method, the Mequoda Group studied hundreds of successful and not so successful website publishers to arrive at the seven best practices that make up the Mequoda Method.

Mequoda Website Satellite Archetypes

One of seven website types (Membership, Brand Marketing, Lead Generation, Classified, Catalog Marketing, Product Marketing, Hybrid) that are considered Mequoda Method best practices websites for Internet-based information marketing.

Multiplatform Publishing Strategy

Online publishing is the process producing, distributing, and selling high-quality content online. Some publishers began as print publishers and decided to move into online publishing. Others began with online publishing because their content was appealing to a certain online audience that was underserved. Online publishing is growing in popularity due to high levels of online connectivity and modern devices like tablets.

O

OFIE

Affectionately called OFIEs, "Order Forms in Editorial" are embedded subscription forms that appear on webpages and, indeed, are very much entitled to the respect, consideration, and perhaps even affection of circulators. They are fairly large, coupon-style ads, usually placed in unused space at the bottom of webpages and simply require a user to supply his or her name and address and click "submit".

OFIN

Similar in concept to OFIEs, an OFIN is an "Order Form in Navigation". While they are usually smaller in size than OFIEs, their strategic intent is the same: to quickly capture your visitor's name and email address in order to grant them access to a free special report or a free copy of your magazine or newsletter. The ultimate goal for you as the website publisher is to quickly and easily add your unknown site visitors to your email database.

Online Publisher

An online publisher is someone that produces, distributes, and sells content online. Many traditional print publishers have become online publishers to create new revenue streams for their publications.

Online Publishers

Online publishers use the Internet to publish, promote, distribute, and sale their content. Many online publishers started in other mediums, like print, and then recognized the potential of online publishing. Other online publishers got their start with the Internet.

Online Publishing Model

The Mequoda Online Publishing Model is a simple, easy-to-use Internet business model that can help manage complex online marketing efforts with confidence. It is a key-metric forecasting and budgeting tool that helps determine the best ways to implement the Mequoda Marketing System.

Organigraph

The Mequoda Organigraph is a map of the company's functions, critical interactions and relationships. Unlike a static organization chart, this shows how information can be managed in a dynamic way. An audience-driven, content management system is organic and dynamic and, therefore, is best depicted through an organigraph. It is a system that creates opportunities for recycling and reusing content. It fosters beneficial relationships with customers and marketing partners.

P

Paid Media

Print magazine or newsletter publishers traditionally generate 95 percent of their publication's revenue by utilizing paid media - particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other direct-marketing sources. When these publishers establish an online presence, most continue to rely on paid media - particularly email offers to rented email address lists - as a major part of their promotional mix to drive traffic.

Press Release

A press release is used to share news-worthy information to the media. For online audience development, press releases are optimized for search engines and disseminated with the help of distribution websites. Modern press releases may include links to pertinent web collateral, images, and even video content.

Priority Code Landing Page

Priority code landing pages are specialized landing pages that require the user to enter in an access code in order to view or obtain a particular offer or product. The access code is typically provided by the publisher in promotional copy.

Product Marketing Archetype

A Mequoda Website Satellite Archetype that generates revenue from a single product sale. Similar to a direct mail package, users are brought to a single page that describes one specific product in detail. Users are then brought through a single order flow with no distractions or options to "keep shopping." It is much less complex than a catalog site and will tend to increase conversion rates for single product sales.

R

Rapid Conversion Landing Page

A rapid conversion landing page affords the opportunity for publishers to quickly capture the name and email address of visitors in exchange for a free downloadable content product.

Rapid Conversion Landing Pages

Rapid Conversion Landing Pages are used to entice a user to enter into a low-risk (AKA low-friction) transaction. This type of landing page is used when there is no cost to the user (a free offer) or when payment is delayed and includes options (a bill-me later offer).

Retail Website Archetype

These are companion websites whose primary purpose is to sell media products that will be delivered offline. We have identified three variations: catalog marketing websites, subscription marketing websites and product marketing websites.

S

Sales Letter Landing Pages

Sales Letter Landing Pages are traditional direct response sales letters that are used to maximize the conversion rate for a paid, usually credit-card-required offer for a paid information product. These same letters are often used in email and postal direct marketing programs.

Search Engine Optimization

The process of using language on web pages and in metadata to help content rank better in search engines. Search engine optimization is an organic way to drive more website traffic that many online businesses use.

SEO

SEO is the abbreviation for search engine optimization. SEO refers to the process manipulating on-page and off-page web content to positively affect a website's visibility through search engines. SEO is considered to be "organic," meaning that the process takes skill and knowledge, opposed to other forms of Internet advertising that rely solely on budgetary restrictions.

Seo Videos

SEO videos are videos that have been optimized for search. This may include creating a video sitemap for your website in order to add title and meta descriptions to your video. The benefit of SEO videos is that if optimized properly, your video may show up next to your article in search results.

Social Media

Social media is the term given to websites that allow users to interact among other people, often sharing, creating, and exchanging ideas or interests. Social media has become popular throughout a variety of demographics, particularly due to the existence of Facebook. Today, many business pay significant attention to their social media presence. Social media websites are valuable in sending traffic to websites.

Subscription Marketing Archetype

A Mequoda Website Satellite Archetype that generates revenue from sales of an offline, subscription product sale. Typical tasks for an unknown user on a Subscription Marketing website are usually to understand the benefits of subscribing to the offline publication, understand what content is available, research the publisher and sign up for a subscription.

Subscription Website

Subscription websites are the most profitable business model for online publishers. There are numerous types of subscription websites, all requiring registration for access. Many subscription websites require payment in order to gain access, while a few options are strictly free. The most successful subscription websites we've identified include: membership, newsletter, reference, periodical, magazine, application, community, portal, and blog.

T

Text Links

Text Links are links in editorial or navigation that lead to a Rapid Conversion Landing Page and are the best form of persistent conversion architecture. They are subtle, yet very effective ways to drive traffic to your Rapid Conversion Landing Pages with the ultimate goal of increasing your email database circulation. They can also be used to direct traffic to an advertiser's landing page.

Twitter

Twitter is a popular micro-publishing website that allows users to communicate with 140 characters. Many online publishers recognize Twitter as a top-five source for referral traffic. Hashtags are a popular way to create dialogues on specific topics.

U

Unknown User

We classify website visitors into two categories: known and unknown. An unknown user is someone who has never visited your site before or who has never signed up for your free email newsletter. It is imperative that your content management system has the capability to differentiate between known users and unknown users.

Upsell Landing Pages

Upsell Landing Pages are specialized landing pages that offer the user an additional product or service as part of the process that acknowledges a prior transaction. They are highly effective when properly executed delivering conversion rates as high as 20 to 30 percent, depending on the offer.

Upsell Order Flow

A well designed "thank you" page should always offer the user an additional product or service that is closely related to the product they have just purchased, or to the free report they're about to download. There are many websites that offer NO up sell on the thank you page - clearly a missed opportunity.

W

Website Network

A minimum of two websites where one is a free Mequoda Internet Hub and the other is one of the seven Mequoda Website Satellite Archetypes. Websites in the network may be owned by a single organization, but may include websites owned by many organizations bound together through affiliate-merchant agreements. Separating one complex website into several simple websites increases usability, which drives user satisfaction, brand loyalty and long term profits.