Get Free Email Updates | Have an Account?
  • Free email newsletter
  • LinkedIn
  • Twitter
  • Facebook
  • RSS Feed

Archive for Audience Development Strategy

Audience Development Strategy posts focus on how to build a bigger online community by utilizing a number of different strategies. In this section you will find posts that combine multiple audience building techniques, blogging for audience development, descriptions of great audience development personnel and much more.

Free Download: Discover how to get the most out of your website traffic and turn visitors into digital dollars when you download our FREE report: How to Increase Audience and Decrease Your Marketing Budget.

Subscribe to Audience Development Strategy posts in your RSS reader to be alerted every time we post a new Audience Development Strategy article. What is an RSS Feed?

The 5 Best White Hat SEO Techniques

There’s a growing trend in which media reporters are investigating why certain websites rank so well. They want to differentiate the white hat SEO from the black hat.

If foul play is afoot, these reporters expose the black hat SEO practices and the offending websites typically feel the consequences. Google has penalized JC Penney, Overstock, Demand Media and many, many more for using black hat SEO practices.   Continue

The Seven Steps of a Successful SEO Campaign

How to jump start and run a successful SEO campaign
An SEO campaign starts with a keyword and evolves into a multi-media marketing program. When a marketer finds a keyword that he feels can dominate in search engines, the goal is to create a product that can utilize the title, to either sell or start collecting   Continue

How to Turn a Tag Page Into a Content Silo That Google Loves

How to get a tag page ranked higher in search by turning it into a hugely resourceful page of answers
A tag is a keyword or phrase you assign to a page or article, and a tag page is the automatically generated page that is created whenever you create a tag in a CXMS like Haven   Continue

Facebook: White Hat and Black Hat Practices for Increasing Post Visibility

You may not know it, but there are things you could be doing on Facebook right now that are against their rules, or are strongly suggested against.

You may have been violating these rules in the past, too. Did you know that for a long time, you weren’t allowed to hold a contest on Facebook without their explicit permission? That’s right, all of those contests that publishers and brands were hosting on Facebook could have actually gotten them kicked off the platform, because most didn’t even know that was in their agreement when they created a Facebook page.   Continue

Will Users Pay for Online Content?

Consumers are deciding to pay for online content as they tire of filtering the whole Internet for high-quality articles
“So I’ve figured out how to get traffic — how do I make money?”

That’s a genuine quote from a new Gold Member, and one we hear often, although usually without the “I’ve figured out how to get   Continue

Email Upgrade: 5 Responsive Newsletter Design Tips

To be a responsive website designer, you must know how to design a website to be viewed effectively on any platform. For example, a responsive website design would never include flash, because around 30% of the smartphone market is carrying a flash-unfriendly phone. Additionally, you find new ways to deliver pop-up ads that don’t slide off-screen, making them un-closeable on mobile devices. Or you remove them altogether when the browser detects they’re on a mobile website.   Continue

How to Reach More People on Facebook with 7 Tests

Use these content tests and learn how to reach more people on Facebook with your posts
There’s nothing more frustrating than looking at your Facebook page, with 20,000, 30,000, 40,000 or more fans, and seeing that your posts are only being seen by 100 people. 500 people. 900 people.

The days of posting whatever you want and   Continue

How to Be Featured in Google Quick Answers Results

Google quick answers are being featured at the top of their search results pages—here’s how to nail that prime spot.
Are you publishing high-quality content? If you’re one of the many established publishers that we work with every day, then the answer is probably “yes.” You’re the stronghold in your niche. You’re the New York Times   Continue

How to Perform a Twitter Audit Using Haven Social and the Twitter Ads Platform

A thorough look at what a complete Twitter Audit should tell you
In the past we answered the question, what is a Twitter audit and showed you the first 11-question part of a Twitter content audit.

Many companies think the number of followers they have equals their influence in the Twitter ecosystem, but that’s the furthest metric from   Continue

How Publishers Are Creating Free Digital Magazine Ads on Facebook to Sell Subscriptions

Publishers are getting creative with digital magazine ads on Facebook, and they don’t even need to leverage the ad platform to do it.
Before you read on, if you’ve ever subscribed to a magazine from a Facebook ad, or if you’ve seen a big response to your magazine marketing techniques on Facebook, please leave a comment   Continue

7 Characteristics of an Email Newsletter That Makes Subscribers Happy

Design email newsletters that are easy to read, share and use by identifying these characteristics of an email newsletter that people stay subscribed to.

Your email subscribers aren’t cash machines, they’re humans. How often do you feel good after opening an email newsletter that tries to sell you every step of the way? Probably never, because   Continue

How You Could and Should Use Video Email Marketing

How video email marketing can drastically increase your CTR
One main advantage of multi-platform publishing is recycling content into videos.
Think about it: what entices a website viewer more than a video sample of exclusive, paid-for conferences? These events are the single biggest revenue channel for many publishers, where extra care is put into providing ticket purchasers   Continue

1 Secret + 7 Best Email Subject Line Examples

What copywriters don’t want you to know about writing the best email subject lines

Be a thief.

If you need to write professional email subject lines that deliver high open rates, one of the best ways to do it – and one that’s shared by almost all copywriters – is to steal ideas. And unless you live under a rock, you get some of the best email subject line examples in your own inbox every single day.   Continue

Use the Mequoda SEO Scorecard to Measure and Optimize Your Posts

Use an SEO scorecard based on the results of more than a dozen publishers who are already nailing high quality content
I’m going to let you in on a secret. This is the scorecard that we use at Mequoda, and the SEO scorecard we use to train our clients on writing SEO’d website content.

It’s a very simple   Continue

Is It Worth It? An Informative LinkedIn Ads Review for Publishers

The good, the bad, and the ugly (but mostly good) wrapped up in a semi-formal LinkedIn ads review
Advertising your business on social media, particularly one like LinkedIn, is a tricky process. What inspired me to dig into LinkedIn ads, is that so many of our clients are now surfing the social media ad game, and   Continue

Make your Email Subject Lines Multitask

Every once in a while I receive a good subject line in my inbox and think, “Bravo, friend; Nailed it.” Then I copy it like a thief and save it for later.

Mequoda has been writing about the top email subject line archetypes for years. The clear and winning archetypes for subject lines that work include:   Continue

How to Create an Email Welcome Series That Confirms Double-Opt In

An email welcome series designed to retain new email subscribers
Have you ever compiled a series of blog posts, and turned them into an email welcome series? Buffer just performed a month-long experiment where they spent the month recycling content instead of producing new content. During that time, they used old posts to create new email   Continue

3 Weekly Email Newsletter Template Benefits

Many publishers believe in single-topic email newsletter templates in which every article of content is aligned around the same theme, in order to promote a related product. The exception to this rule is the weekly email newsletter template for subscribers who prefer to be contacted only once a week.   Continue

How to Write a Facebook Post Better in Five Steps

Nobody ever learns how to write a Facebook post, they just do it. Now you can do it better than everybody else.

Working in the B2B realm, Facebook isn’t exactly our go-to resource for getting social media traffic. Sure, we use it to help with SEO and some of our content does get passed around, but   Continue

A Successful SEO Press Release Example

PR is so different now than it was even five years ago, nevermind ten or twenty years ago. Because major news outlets still require press releases, we still publish them, however there are secondary efforts too. After publishing, you may contact a few journalists that typically cover your niche. At Mequoda, we also keep track of their social media handles, too, so we can follow up with a Tweet.

When performed correctly, our SEO press release example will help you gain visibility for the topics you cover. After creating your press release, you should begin the SEO process. This is where online PR incorporates aspects of SEO campaigns. With your press release optimized for your keywords, you will be positioned to receive coverage on these topics.   Continue

SEO Writing The Right Way

Use this list to optimize every new and old article or blog on your site in order to attract the most search engine traffic.   Continue

3 Must-Read Ideas for Spicing Up Your Editorial Schedule

Creating a robust editorial schedule for your blog isn’t only about making sure that your categories are getting published in regularly. It’s also not about fulfilling the need of all the different types of readers that come to your site. And it’s not even just about writing quality content.

Your editorial schedule is where you have the opportunity to organize all of the content you will produce for the next pre-determined amount of time. It could be a week, but more likely it’s about a month, or a quarter.   Continue

The Best Email Newsletters Stack Content: 3 Publishers Show How

For a long time we and all our clients saw a large click-rate and revenue increase when each daily email newsletter featured just one product on the right-hand side of the email, in its own column. We’ve always stuck with the belief that the featured product should be aligned with the content of the email, like the one to the right.   Continue

What is B2B Email Marketing?

B2B stands for Business to Business. Because I’ve worked in B2B my entire career, I didn’t realize that there are B2C (Business to Consumer) marketers who haven’t heard the term. Sometimes when I attend events, I’ll blurt it out like second nature and it results in a furrowed brow and a, “what’s B2B stand for again?” Ah, the anti-jargonist went ahead and jargoned. Drats!

According to iContact, customers who receive email newsletters spend 82% more when they buy from the company. So if you’re in B2B, and you’re a publisher, you have no excuse not to send regular emails to your subscriber list. You have expensive products, and you have lots of content. Email marketing is a prime place to share content and promote products.   Continue

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,   Continue

Email Marketing Tips: 10 Email Feedback Loop Lists

Mitigate spam complaints by finding out who’s putting you in the junkbox

An email feedback loop (FBL) is a service that many ISPs will provide to companies who send bulk mailings. On their end, it’s beneficial because it identifies pro-active companies and reduces the amount of spam sent to their users.

Whenever someone hits the “junk” button, they’re basically sending a complaint. Too many of these complaints will blacklist you from certain ISPs.   Continue

The Best Email Template for a Daily Email Looks Like a Club Sandwich

Want to increase the click-through rates on your email newsletters? I’ll give you a couple hints: the first is to start using snippets of your content, and linking back to the full-length content on your site. That’s a test we ran two years ago when we were running full content previously, and it’s a test I for one, was happy won, because it makes creating daily email templates much faster on a day to day basis.   Continue

Twitter Lists Explained: How to Create, Find and Get On Them

A couple of tips for enhancing your social media strategy with Twitter lists

One of the most-used features of Twitter is the Twitter list; except sometimes people forget that they’re even using them.

When I was at the Mequoda Summit talking about social media strategy last week, I found that Twitter lists were one of the hardest things to explain. So, figuring that if it’s hard for me to explain, then it may be a little hard to understand. So I’m busting it all out. Here’s the breakdown.   Continue

The Email Analytics You Forgot to Measure

When you think of the term “email analytics” there are two metrics you probably think of first: open rate and click rate.
If those are the only two you can think of off the top of your head, it’s probably because most email service providers use these primary metrics in most of their dashboards.   Continue

Email Analytics: Unsubscribes & Bounces in a Nutshell

Most publishers have three basic sets of online analytics to look at: website, email and social media. There are smaller buckets that fit into each category, but for the most part, these are at the top.

Within email analytics, there are two numbers that we have the greatest ability to work with. The human element of email analytics has room for adjustment but is mostly out of our control. We can’t force people to sign up for our newsletter, we can’t get them to read the whole thing, and we can’t get them to click links if our copy isn’t compelling enough.   Continue

How to Promote a Magazine on Twitter

The one thing publishers complain about when it comes to Twitter is that it doesn’t generate a ton of revenue for them.

And the one thing publishers forget to do on Twitter is promote their magazine. D’oh.

Dell is the company most famous for making money on Twitter and may be to blame for the expectations set for anyone looking to drive revenue through the social network. The legend of Dell, who joined in 2009, and by June they had made $3 million through their promotions on Twitter, and by December they had Tweeted their way to $6.5 million, made it to every news outlet.

But Dell sells hundred to thousand dollar electronics and you sell $10-$50 magazine subscriptions. Tomatos aren’t tomaaahhtoes.   Continue

What is a Blockbuster Post and How Do I Use This Secret Weapon?

One time I wrote a great post that drove 5,000 unique visitors per month to a site. Then the publisher broke the link during a yearly upgrade and Google dropped it from their search rankings. Oh wait, no, they decided to update the title to something “more catchy” and Google dropped it from their search rankings. Or no, they went ahead and decided to update the post and rewrote everything I’d optimized for search. Oh no, nevermind, it was Google just messing with us and they decided not to list it on page one anymore.

Woah, tough break. So many ways to kill a good post.

Of course this isn’t an exact true story, but I’m sure at least one of these instances has happened to you. All of them have happened to me at one point in my life as an SEO born and bred writer.

Because everyone has a post on their site that drives tons of traffic, and you’re gleefully swimming in pools of champagne paid for by the revenue created by awesome web traffic, and then your top articles drops into Google oblivion.   Continue

How to Write a Blockbuster Post That Sends Consistently High-Quality Traffic for Years

I’ve always adored SEO when it comes to content creation. After all, don’t you want to write about the things people are searching for? Why would you write about anything else? A blockbuster post, which we consider any post that drives a considerable percentage of your website traffic every month, is usually in your top ten to one hundred traffic-driving posts. They’re usually composed of evergreen content too, which doesn’t expire quickly

More often than not, it’s the result of picking a great keyword with high search volume and a low number of competing pages. Over time, it could drive thousands or hundreds of thousands of page views to your site every month.

In other cases, you may have just gotten lucky with your blockbuster post. But lightning doesn’t usually strike twice, or at least not dozens of times. And you definitely want more of them. If one blockbuster post is sending you 5,000 unique visitors every month, two could send you 10,000. Three could send you 15,000. Wouldn’t you like to spend a couple hours writing three articles that send you 15,000 unique visitors every month?   Continue

How to Create Evergreen Content From Deciduous Content and Save Your Reputation

Winter, spring, summer or fall, all you have to do is call, and your evergreen content will be there. Yeah, yeah, yeah.

We’ve talked about evergreen content and it’s antithesis, deciduous content, like news, or the process of newsjacking. Like a pine tree, evergreen content is alive and well all the time. And unlike a lilac, it blooms all year round.
Here’s how this applies to your content. If you are writing an article and “Mashed Potato Recipes” is your keyword, you could easily downgrade it to a petal-dropping deciduous post by calling it 10 Mashed Potato Recipes for Thanksgiving. But why would you want to do that? Your post,which could have been relevant all year round, has now been pigeonholed mostly to the month on November.   Continue

What is Evergreen Content? (And How Are Publishers Are Using It?)

The term evergreen is quite literal when it comes to botany, when it’s referring to any plant that stays green all year long, in any climate. Forever. It’s ever green.

Conifers, like pine trees, are evergreen. No matter whether it’s snowing, or if you’re in the middle of a four year drought, the needles on a pine tree stay green. Most trees in the rainforest are considered evergreen trees too, because even though they shed leaves, they do it slowly, and the tree is always full of new growth in it’s place.   Continue

5 Tips for Email Marketing Calls to Action

How to get your readers to act with buttons and text

The best emails are fully engaging; the content interests the reader enough to go through the entire email while the relevant calls to actions persuade the reader to get more involved with a brand. This can equate to purchasing a product, signing up for a future event or subscribing to more content through Twitter or Facebook.

In order to start this process, strong calls to action need to be employed throughout the email.   Continue

Two Weekly Social Media Calendar Templates for Stress-Free Scheduling

Save a few notches on your social stress meter by using these social media calendars to get ahead
Social media is my favorite thing to write about next to recycling content in fun and unusual ways. When you’re launching a new digital magazine, or bringing your existing magazine brand online, there’s a list of to-do’s and   Continue

10 Types of Web Videos that Work for Publishers

Today’s new media landscape can be utilized to better serve your business

Have you embraced new technologies and trends within the online publishing environment?

By now we’ve all heard about the benefits of online components like social media; Facebook, Twitter, LinkedIn and Google+ are all utilized to build closer relationships and portray a sense of transparency. Yet, the technology that can be used and shared on these social platforms is often overlooked.   Continue

How to Update a Blockbuster Post and Save it from Google Damnation

Give your top blockbuster posts a spa day on a regular basis in order to keep them on page one in Google
Every month, if you’re great at SEO, the majority of your website traffic comes from search. That’s great because it means you can spend less on paid traffic, like PPC. It also means you   Continue

3 Top Online Video Platforms Used by Publishers with Premium Video Content

Uploading your videos to YouTube has its benefits. Your videos get indexed on the world’s second largest search engine, it’s free and life is good. But what if you have premium video content on your website? You know, the video content that took you hours, days, and months to produce? This video content is secure behind a paid firewall for your most valued customers and subscribers. YouTube is no place for premium content. YouTube is great for promotional and free teaser content. Same goes for Vimeo.   Continue

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.   Continue

Increase Your Average Email Open Rate in 20 Easy Steps

In your email marketing system (EMS), there’s a dashboard that gives you your email open rate – the percentage of users who opened an email from you. Typically 16% is an average number for the publishing industry, so if you have anything above, consider your efforts above average.

Unfortunately, on the web, you may find all kinds of fun information about open rates and how inaccurate they can be (like 11% to 35% inaccurate).   Continue

The Truth About Email Marketing

Is it somehow improper for email newsletter editors to support audience development efforts? Is it wrong for bloggers to promote a product from an advertiser, or from themselves?   Continue

The Biggest Email Marketing Drag: Is Your Email Retention Rate Too Low?

No matter how well you’re doing, you can always do better. So is your retention rate too low? Yes! If it’s not 100% (it never is) then your email retention rate could improve.

To determine your email retention rate, use this formula:   Continue

The True Cost of Email Marketing

Tiered Rate cards can be used for calculating hosting charges, interest rates, credit card fees, the list goes on.

Email pricing for publishers, the rate they’re charged to send emails, looks a bit like how retailers are charged to process credit card payments.

In retail, two popular forms of payment processing rates are the most prevalent today: Interchange Plus and Tiered Pricing.

Retailers like Interchange Plus the best because it’s transparent, the retailer is charged a percentage per transaction. The Tiered pricing model is less transparent, but simplifies pricing by providing bucket rates. Tiered pricing also often includes lots of extra fees that aren’t accounted for in the buckets.

The cost of email marketing typically works on a similar tiered bucketed pricing model, and like retail tiered pricing models, often ends up in hidden fees you weren’t expecting.   Continue

What is an Email Subject Line?

Put simply, an email subject line is the 50ish character sentence you write that causes people to open your email (or not open). Publishers don’t often ask the question of what an email subject line is, because they open and answer emails every day. Every time you get an email, it comes with a subject line. If it’s well-written and clever, it will cause you to open. If it’s descriptive and urgent, it might even cause you to click a link once you’ve opened the email. But for the sake of broadening our glossary of publishing definitions, let’s take this email subject line definition even further.   Continue

What to Do With the Results of Your Twitter Audit

First in our series on Twitter Audits, we defined a Twitter Audit, including what one looks like, and then we talked about how to get the information that will beef up your Twitter Audit. Now let’s talk about what you can do with the results of your Twitter Audit.
  Continue

Social Media Audits Explained: What is a Twitter Audit?

One service that we offer to our gold member clients, that is often part of the ongoing process of keeping publishers on task, is performing social media audits. This process is very manual, going in and checking whether or not content is being promoted most effectively.   Continue

Audience Development Strategy: Going Beyond Acquisition

There are four main principles of the Mequoda Method: Attract, Convert, Engage and Monetize.

Engagement is one of the most important steps in the process of audience development because if you fail at keeping subscribers on your email list, or fans on your Twitter page, then you will never monetize them. If they don’t like what you’re publishing, they will unsubscribe and unlike and they’ll never hear about that great new book you’re publishing or event you’re putting on. They’ll be gone. Maybe forever.
So if you’re reaching for new ways to engage your audience and keep subscribers happy, keep reading:   Continue

10 Audience Development Strategies for Doubling Your Email List

How do you currently build your email list? For most publishers, there are two main drivers of email subscribers: 1) a measly “subscribe to our newsletter” box floating around the site, or 2) a check box on magazine subscription forms that opts them in.

Exciting, right? Subscribers must be flocking to your email list.

If this is you, I hate to break it to you but nobody wants to subscribe to your newsletter, especially when you say something as complacent as “subscribe to our newsletter.” People already have enough flooding their inboxes to sign up for something that offers no real benefit. As for the second one, nobody likes being auto-opted into things either.   Continue