The industry and marketing trends dictating online content strategy: mobile behavior, in-house digital studios, and wrestling with viewability
Online content strategy can be navigated only when you’re equipped with the right data analytics. Throwing an article up and calling it a day doesn’t do it anymore. Luckily, publishers have research firms like eMarketer to help find the way. Let’s take a look at a few of its recent posts.
Consumer Behavior Key to Mobile Approach – but Can It Be Quantified?
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B2B Sales Can Get a Boost From Social
Some good news from the social wing of online content strategy: Efforts are paying off in the B2B sales sector, eMarketer reports. A March 2015 poll from KiteDesk indicated that 74% of reps who exceeded quotas ranked as strong social media users. Meanwhile, 64% of sales professionals said they had closed at least one deal due to social media; a quarter closed six or more in 2014, they said.
The Condé Nast Online Content Strategy
An interview with Condé Nast Vice President of Marketing Solutions Pat Connolly reveals that the legacy’s digital success has been built on data, content, and distribution – and that the direction for the industry, in his estimation, is sponsored content. Condé’s in-house studio, 23 Stories, helps it accomplish all of those.
Viewability Continues to Vex
Sorting out standards for ad metrics is an issue that’s yet to be resolved. Advertisers want more pixels for desktop display ads and more seconds on video ads, eMarketer reports, with more 60% of buyers saying viewability is the stiffest challenge facing digital publishers, according to a recent study from The 614 Group and Ad Monsters.
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To read more online content strategy analysis, visit eMarketer.