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Tag: advertorial

15 Audience Development Strategies Most Publishers Avoid and Shouldn’t

It’s hard to determine how to spend both your time, and your resources within a business. The way we look at every decision you make is this:

Is whatever you’re thinking about doing, going to help you build an audience, improve capture rates, increase engagement rates, or monetize more visitors?

Your audience development efforts fall into three of those buckets, which means that audience development, in essence, makes up 75% of your overall publishing goals. If it doesn’t, then how will you have enough people to convert into customers and monetize?

The Benefits of Online Advertising in a Nutshell

Once upon a time, online advertising had a shady reputation.

Luckily for publishers, that’s all in the past. The online advertising industry has improved its reputation, and consumers have become more accustomed to seeing these ads. Even the once-dreaded popup ad has become routine, especially when it’s carefully aligned with your content, which is a Mequoda Best Practice.

What is SMO? Develop Your Social Media Strategy in 8 Steps

Social Media Optimization (SMO) is what we call the process of optimizing your content and your business, for social media.

Typically, Search Engine Optimization (SEO) comes first. This is the process of creating content that has been optimized for some set of keywords that our target audience is looking for.

SEO Tip: It’s Time to Suppress Floaters and OFIEs on Mobile Phones

The most important SEO tip of the month is suppressing floaters and OFIEs for mobile phone users
By now most of you know that Google has decreed popups and interstitial ads, which include Mequoda Best Practice floaters, to be outlawed on mobile phones as of tomorrow, January 10, 2017.

Google objects to the way these ads interfere with

Mequoda’s Top Multiplatform Publishing Posts of 2016

Our top-read multiplatform publishing posts of last year show an interest in native advertising and publishing expansion

This year has been a huge time of change in publishing, and we’re excited to see that much of that change comes in the form of multiplatform publishing. Even the most hesitant publishers have started to adopt new subscription

The Anatomy of an OFIE: How Smart Publishers Collect Emails

If you’ve ever been to one of our events, or you just got dropped on your head when you landed on one of our articles, you’ve probably seen the acronym OFIE here and there.

Around here, using OFIE it in a sentence (pronounced OH FEE) is as common as saying the words “website” or “conversion”. Say it with me, OHHHHH FEEEEEEEE. Or you could spell it out… oh, eff, aye, eee!

How to Lift Your Freemium Conversion Rate With Freebies People Actually Want

If your freemium conversion rate is less than 2, you can use these resources to create better, more compelling and more clickable freebies.

Email is by far, the most profitable marketing channel most publishers use. So it’s no surprise that building an email list is one of the most important items on a publisher’s to-do list

Native, Publishing Partnership Still a Work in Progess

By now, you know that native publishing is sweeping the industry, as digital magazines continue to cultivate additional revenue generators and provide more elegant options for both marketers and audience. But is it growing too fast to really take hold?

Adjusting Your Multiplatform Advertising Revenue Model for the Digital Age

Does your advertising revenue model include content that delights and informs users, while similarly rewarding your advertisers?
As the digital publishing market has grown and changed, selling ad space has only become more difficult. The market is saturated. Sponsors aren’t happy with websites crowded with ads as publishers try to grow revenue (and users aren’t happy with

How to Leverage and Sell Multi-Channel Marketing for Your Publication

How to leverage multi-channel marketing both internally and also to sell out your advertising packages

The human race doesn’t all live in one house, or all work at one business. We don’t drink our coffee the same way, and we all definitely do not save our pennies for the same exact vacation.

When a mother and daughter

What is a Web Magazine?

What is a web magazine compared to a digital magazine or a magazine’s website?
The answer many people give to the common question, “What is a web magazine?” is often incorrect.

You’ll often be told that a magazine’s website is a web magazine, but strictly speaking that’s not correct.

Others believe a web magazine is the same thing

Tips for Boosting Your Subscription Revenue Model

For digital publishers not fully reliant on ads – which hopefully is you if you’re aiming for high multiplatform performance – few components are as crucial as your subscription revenue model.

At Mequoda, we’ve spent a ton of time studying and writing about digital subscriptions, because we believe they’re a big part of the future of digital magazines.

Advertorial Design Best Practices

How to sail the winds of advertorial design, or sponsored content design – our favorite stream of publishing revenue

Advertorial, native ad, sponsored content, custom content—tomato, tomahhhto—it’s all a similar scenario: a publisher creates and/or publishes content paid for by a sponsor. Regardless of how we refer to it, we’ve been doing it since publishers started selling

10 Top Multiplatform Publishing Posts of 2015

Our most-read multiplatform publishing posts of 2015 reveal a desire for better understanding of sponsorships, organization and cross-platform development
This year we’ve tackled everything from online advertising models, content recycling and building better multiplatform publishing teams in our Multiplatform Publishing Strategy articles. However, there are a few that have consistently been our highest read, commented on,

How Men’s Health Overcomes Digital Advertising Revenue Challenges

Are you generating all of the digital advertising revenue you’re capable of? If so, what’s your secret? If not, join the club.

Mequoda Members know that relying solely on digital magazine advertising to pay the bills and try to turn a profit isn’t the wisest move. But as one plank of a multi-platform strategy – functioning as a team alongside with subscriptions, events, products, and even an ecommerce content strategy – the benefits of online advertising can be integral to your success.

The Best Advertorial Definition & Examples That Will Inspire You

Prime Publishing shows what a good advertorial example is made of

Call it what you want, an advertorial, a native ad, sponsored content, or even an infomercial if you’re in broadcasting circles. An advertorial (aka all those other things) is an ad that walks, talks and acts like an editorial. When done well, advertorials are produced

Ad Blocking Programs Continue to Vex Marketers, Publishers

How are entities like Vox Media, Quartz, the IAB, and the ANA combating ad blocking programs?
As ad blocking programs proliferate and become more popular with consumers – especially younger consumers like Millennials – marketers and publishers are feeling the heat in trying to confront what they consider a common enemy.

Recent news about Google’s efforts to

7 Content Marketing Resources for Mastering Advertorials

Content marketing is more than advertorials, but they’re certainly a big part.
When you think of content marketing, you probably think of blogging. Blogging is certainly a big part of content marketing (hence the word “content”) however there’s more to it than that.

First of all, in order to turn content into marketing, your content must be

12 Great Call to Action Examples from Magazine Publishers

Big and small publishers show everyone how website conversion is done, with these awesome call to action examples.
One game we used to play at every Mequoda staff meeting, was to look at some of the top publisher websites and play “find the email signup form.” People.com was always our favorite fail, because they were so big,

What Is Native Advertising and Its Impact on Consumers?

We’ve covered the question “What is native advertising?” several times, stressing that it’s not a new component of publishing revenue, but rather a fresh take on advertorial for the digital age. Another term for it? Sponsored content. In other words, content that brands craft themselves to resemble surrounding magazine content and then pay for placement, or content that brands pay the magazine’s in-house studio to create plus place. This includes article-like text, video, infographics, and more. One important caveat here is that brands – or the publishers they’re paying, for that matter – cannot, by law, mislead consumers. That line has been bent, stretched, blurred, and seemingly redrawn over the years, with various parties weighing in. But rarely have we had the opportunity to hear what readers actually think about the native ads they’re expected to digest. MinOnline reports on a recent study that provides just such an opportunity. Let’s start there today!

Hugely Successful Advertorial Examples You Can Learn From

With these new-age advertorial examples, you’ll re-think your native advertising game
Sixty seven percent of Americans think advertorials, also known as custom content, or native advertising content — add value to a website.
Are you an editor, and does that number shock you? As advertorials have become the norm in online publishing, new editors have been up in arms about something that consumers are into, as long as they know it’s sponsored.
And if you’re an ad-driven legacy publisher, advertorials have been a part of your business model as long as you can remember. They occupied the 16-20 page “special advertising section” of your publication.

How to Buy Traffic to Your Articles via Social Media Ads

Social media is undoubtedly the best way to get your articles shared. Since 2007 or so, the social media world has become a go-to spot for businesses who are looking to create content and then market it to the masses. Some would argue that social media is meant to be a one-to-one platform, but realists know that it’s a one-to-many platform.

Over the past few weeks, I’ve been reading articles about the “old days” of social media. The days where people listened more than they spoke, and they conversated more than they retweeted and shared.

We’re pretty cool with both – we like engagement, but we also enjoy getting shared. One thing is true – you have to work a little harder these days to be seen in social media. Once you are, you visibility will skyrocket, but getting to the point of noticed is a challenge in itself.

Condé Nast Editorial Staff to Join Marketing Efforts

Native advertising on some of the most popular digital magazine sites in the world will be produced by Condé Nast editorial personnel, the Wall Street Journal reports.

10 Multiplatform Publishing Lessons for Profitability in 2015

Over the past year, the Mequoda team has made many new discoveries regarding search optimization, audience development and subscription websites, but moreso than ever, we have spent time working with publishers on their multiplatform publishing strategy.

Native Ads Come To Print

Native advertising has been an interest to many digital publishers. Now, one major publisher is touting the notion that it has run the first native ad in print.

Mequoda’s Top 10 Multiplatform Publishing Posts

Multiplatform publishing focuses on three main types of content: online, offline and live. More specifically, websites, email, magazines, video, books and events.

Our most popular multiplatform publishing articles covered the spectrum of producing white papers, to publishing on different tablets, to publishing blogs, video, websites and creative ads.

Bill Wackermann Turns to Hotels for Customer Service Training

No matter where you look these days, it seems like you encounter lackluster customer service. But a legendary Condé Nast exec is having none of it when it comes to his staff.

Food Network, HGTV Mag to Sync Content

The resulting product may not reach the level of Law and Order meets Homicide, but two Hearst brands are planning a crossover episode of their own.

Native Ads Aren’t New, Time to Ditch Yahoo Accounts, Advertisers Get Picky

All this hype about native ads gave us a chuckle in yesterday’s weekly Mequoda editorial meeting. In case everybody’s forgotten, native ads aren’t new, a fad, or even advertising’s hottest thing. Remember advertorials? Magazines have been selling them, and publishing them, for decades! Digiday’s interpretation made me laugh, saying the name switch is like “putting lipstick on the advertorial pig.” Some would disagree because the ads are supposed to replace traditional online advertising, but AdWeek editor Mike Shields tweeted early on, saying “we’ve had ‘sponsored sections’ since 90s. Ditching banners is what’s revolutionary.”

Publishers Must Disclose Sponsored Content – Google Says So

Google recently let publishers know that they’ll be scrutinizing advertorial content more closely in the future. Publishers need to make it abundantly clear to readers as to which pieces of content are sponsored. So how are other publishers handling this?

Digiday investigated how four digital publishers are disclosing sponsored content to their readers. One publisher they looked at was MIT Technology Review. “Technology Review has a devoted URL to its sponsored content guidelines and in clear language explains that material from advertisers is always unambiguously labeled, and the sponsor is always clearly identified,” writes Digiday.

The Truth About Using Hero Shots in Email Newsletters

As humans, we are drawn to shiny things. You can have a 200-page book, but when you add pictures, examples and visual case studies to a page, you’re keeping the readers’ attention for longer, while they examine the image.

The same goes when you are selling a product. Someone recently asked us in our members-only Mequoda Pro Q&A forum:

“How important is it to have a product picture in your marketing emails?”

Let’s start by answering a question with a question.

30 Go-To Email Copywriting Tips [+ Video]

There are a few places you can make really good, or really bad first and last impressions in your email copywriting. Get these right and you’ll build loyalty from the start and get those subscribers to stay with you longer.

Saving TIME Magazine: or, the Future of All of Us

Digital magazines can thrive, but they can’t be Yahoo

On March 3, 1923, TIME magazine was born. It was what most publications were in that era: an aggregator, dedicated to rewriting the news from around the world in pithy, pointed nuggets. To their prospective financiers, founders Henry Luce and Briton Hadden boasted that the average reader could get through an entire issue in 30 minutes.

Learn How Digital Content Marketers Leverage Organic Media

If you’ve never been trained on best practices for leveraging organic content, than you are likely missing out on website traffic

SEO blogging is unlike anything traditional editors are used to. There is a personal connection expected throughout the world of blogging, and to succeed within it, you need to be a positive source of content and collaboration. This involves supplying the market with high-quality content, building a strong community and shared valuable viewpoints.

An Introduction to Web Video Equipment

Discover how you can make high-quality videos without breaking the bank

One misconception online publishers and content marketers have when it comes to video equipment is the amount of money needed to begin shooting and editing videos.

In the past, video equipment was much more expensive than it is today. Of course, there still is incredibly high-tech video equipment on the market that costs tens of thousands of dollars. However, high-quality video can be created in much simpler, less-expensive ways nowadays.

12 Pointers for Jumpstarting New Email Copywriters

Going from editor to email copywriter in 12 quick steps

Now that there’s a bridge between the island of editorial and the island of advertising, the two specialties need to coexist. Even more radical, they need to coexist in the same job title. It’s a whole new breed, making their home on the new island of “advertorial”. The new editors of today are now being trained to market the products that their companies sell, within their editorial content.

That’s why it’s so important for new editors to understand the basic rules of email copywriting.

The Non-Scientific Approach to “Giving Away” Paid Content

The conundrum continues: How much should you give away on your membership websites?

There’s no scientific methodology behind subscription websites. Publishers with excellent conversion architecture can get away with giving away a lot of free content and still converting a large percentage of those free users into paid users.

Others still, have such a good reputation and and worth-while free trial that it doesn’t require giving anything away (other than the free trial) in order to get people in the door.

Two Really Smart Affiliate Resources for Bloggers

Two great resources that benefit both affiliates and advertisers

Affiliate marketing is one of the ways that A-list bloggers make a majority of their revenues. Whether it’s links to Amazon products that they recommend, or sponsored products from companies in their niche.

Email Copywriting Tips for New Editors

You’ve been promoted to online editor and email copywriter. Now what?

So you’re a new online editor. You’ve been transported from the print team and are assigned the studious task of writing daily blogs and sending email newsletters. The problem, is that this whole advertorial thing is new to you. How can you uphold your editorial integrity while selling a product?

It’s simple. Don’t loose your focus on the reader. Even a promotional email or advertorial should help the reader in some way. Even if you’re selling a product, you should give away enough information, or a simple tip that will make your email worth reading.

Editorial Email Publishing as an Online Advertising Strategy

Get the most out of your editorial content without compromising your journalistic integrity

Some journalists think it’s ludicrous to incorporate advertisements with editorial content. I agree, to an extent.

It is never acceptable for a journalist to write about a product, service or company because of some special perks or payment. All editorial content should be created because the writer has belief in his or her words being communicated.

Week in Review: October 4th, 2010 – October 8th, 2010

Catch up on the Mequoda Daily’s blog posts for this past week

3 Problems & Solutions for Better Email Newsletter Marketing

Email marketing RESULTS don’t get better until YOU get better

The other day, social media guru Chris Brogan said, “email marketing isn’t dead…. sh*tty email marketing is dead.” This blunt and honest statement about email marketing is an absolute truth.

Email marketing and email newsletters are far from dead. Even Twitter and RSS junkies HAVE to check email and are willing to add their name to an email list, so long as the content is useful and the reader looks forward to getting the email when it comes in.

Capitol Information Group Embraces Content-Driven Search and Internet Marketing Strategy

InvestingDaily.com launched with an experienced publishing team and an internet marketing strategy comprised of legacy content from KCIInvesting.com.

The South Beach Diet Online’s Daily Dish: Email Newsletter Review

Atkins, Jenny Craig, Weight Watchers, The Zone – diets are big business these days, a trend The South Beach Diet is looking to leverage online. But does their free email newsletter deliver a well-balanced menu of information or does it need to cut the fat? This month’s email newsletter review looks at The Daily Dish and makes some recommendations.