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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.

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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

Is Monetizing Video Content Next on Medium’s Agenda?

Ev Williams’ Medium – the long-form digital publishing platform that launched a couple of years back – has steadily grown in both audience and users, crossing off each item on its to-do list along the way. Gradually shedding its silly “platisher” tag and emerging as a leader in a media strategy, Medium has now moved on to the natural next step in its progression: monetizing video content.   Continue

Pinterest’s Growth Depends On Targeting

Pinterest isn’t always in the conversation of the social media platforms to target for digital publishers and marketers. Facebook and Twitter tend to lead that discussion. However, the growth of Pinterest is something worth noting as it may become more significant in the future.   Continue

10 Audience Development Lessons for Increased Organic Traffic and Conversions in 2015

Audience Development is at the center of the Mequoda Method. It’s the foundation of our methods for building large, profitable email lists. Since Mequoda has been Mequoda, we have written about effective audience development, and this year we went back to update some of our most fundamental lessons – many that ended up on the list you’ll find here, of our most-read posts.   Continue

Nail SEO Copywriting and Prove Keywords Are Still Relevant

After the early years of SEO copywriting, every guru on the Internet suddenly decided that SEO copywriting no longer means including keywords in your copy because it’s not natural and Google only rewards natural copywriting.
Oops, I just made the mistake of writing a completely natural sentence with the keyword phrase SEO copywriting in it twice. Will I go to Google jail?

You tell me. By including a keyword phrase twice in one sentence, have I made that sentence unnatural? Of course not. And yet if I took the advice of some gurus out there, I’d rush back and change one of those phrases to search engine optimized copywriting or something even more awkward and unnatural.   Continue

Facebook Big For Magazine Publishers

Which social network do you think works best for magazine publishers who want their content to get liked? If you guessed Facebook, you guessed correctly.   Continue

Audience Development Data Shared

Sometimes it’s easy to guess the primary audience for some magazines. Other times it’s more surprising to see some of the statistics.   Continue

Impact of the Latest Google Panda Update on Publishers

Google Panda has been strong-arming content producers into improving their content since 2011. Occasionally they update their algorithm, just like they recently updated Pirate 2.0 and Penguin 3.0., to make sure we’re doing our due diligence.

As a company that packs consulting, website development and content development into one package for our Gold Member clients, we have the distinct advantage of data. Every month we compile the data from each of our member portals to determine their ebbs and flows. With access to this data, and the brains behind it, we can actually paint broader strokes of analysis when it comes to SEO – because we can also watch the ebb and flow of Google and its algorithm.

Audience Development News: A Look At Social Engagement For Magazines

Ever wonder how various magazines perform on social networks like Facebook, Twitter, Google+, and Instagram? You probably have an idea on how your industry and audience fares, but looking at overall data can present another perspective for you.   Continue

Insight on Social E-Commerce

Buying and selling directly on social networks has been around before but it appears to be escalating, especially after Twitter recently started testing the “Buy” button on tweets.

Is Facebook Driving More Referral Traffic Than Google?

Some publishers have found Facebook to be a significant form of referral traffic, especially since Facebook has taken efforts to highlight publisher content.   Continue

Organic Search Leads Website Traffic Referrals

We’ve been talking about the value of organic traffic for years. Audience members seem to trust it more and we’re seeing its value in terms of website referral traffic as well. A new article from eMarketer highlights data from BrightEdge, which looked at organic search traffic between June and July of this year.   Continue

New ‘Times’ Homepage Feature Includes Social, Digital Video

The New York Times has released a new major feature to its homepage, making it a whole new desirable destination, reports Talking New Media.   Continue

What Digital Marketers Want In Social Analytics

Social media has transformed digital marketing strategies over the years. At first, brands weren’t on board with social as they couldn’t understand how to benefit from it. Then, after social grew in popularity, many turned towards it without knowing how to actually maneuver the landscape, and did so just because others did it.   Continue

HBR Recycles Content For Success

Recycling and repurposing content is a successful strategy used by digital publishers, and one we recommend to all of our clients. Why constantly create new content when you have archives of content ready to be utilized online?   Continue

New Facebook Study Shows Digital Marketers Average Time Spent

New data from eMarketer shows that the average time spent on Facebook by the average adult is 21 minutes per day.   Continue

More Promoted Tweet Options From Twitter

Twitter continues to make moves that will help the company fair better as a publicly-traded entity. The social platform has toyed with a variety of enhancements, including its “Buy” button, and an array of advertising options. Now, its releasing an upgrade to its Promote Tweet options, reports Ad Week.   Continue

Facebook for Publishers: Will Facebook Become More Valuable?

Facebook may be releasing a content-recommendation initiative, reports Digiday. If this is the case, the social media giant will be following the moves of other socially-involved websites like Yahoo and Google.

Overall, Paid Ads Convert Better Than Organic Ads on Social Media

Are you surprised by the title of this article? Some would believe that organic ads work better than paid, but according to eMarketer, that isn’t the case.   Continue

Facebook Shares Engagement on Digital Videos

Facebook looks to give Google a run for its money, as the world’s largest social network updates its video product, reports Ad Age.

Twitter for Publishers — Social Platform Tests “Buy” Button

Publishers have taken to Twitter because the social platform is a micropublishing site — something directly aligned with the activities of digital publishers.

Twitter has been a valuable tool in building audiences, and for targeting keyword phrases for better Google rank, but now there’s new options with Twitter.   Continue

6 Daily and Weekly Email Templates That Increase CTR and RPM

Increase clicks and revenue by testing out these six different email templates
One feature of using a publishing and marketing system like the Mequoda System is that you get access to templates that can help you develop your business based on best practices. For us, these best practices are a composite of the 110+ different Mequoda   Continue

Hearst Brings Pop-Up Magazine to NYC

New experiences may help get the attention of audience. Hearst will be providing a new experience to New Yorkers with the release of its new pop-up magazine TrendingNY, reports FishbowlNY.

Publisher Finds Success with Digital Video

YouTube is the second largest search engine in the world. That fact should be promising to anyone with video content, especially if it’s interesting and engaging.

What Types of Content Marketing Gets Shared?

Content marketing isn’t the new thing anymore. Many digital publishers and digital marketers have gotten on board with content marketing, and many others plan on doing so.

Ad Agencies Turn to Publishing

The publishing business is being adopted by brands and advertising agencies alike. Now, with the help of a solid website strategy and good content, the opportunities to build communities are present.

Digiday reports that ad agencies are getting into the publishing business for marketing purposes. Others are using the content internally to inform employees.   Continue

Digital Publishers Using Facebook’s Algorithm to Their Advantage

Facebook can be a major source of referral traffic, as long as the content is high quality and clearly not spam.

Publishers like POLITICO and Salon recognize that interaction with their content is key, reports Digiday.   Continue

Audience Development: Magazines and Millennials Do Mix

Traditional publishers are still attracting younger generations, reports Digiday. With the data from ComScore, Digiday performed a comparison between brands popular with millennials and major legacy publishers.   Continue

Is Pinterest Becoming Even More Important for Publishers?

The image-heavy publishers among us have turned to Pinterest to build community and web traffic. Now, the social network is becoming more valuable, as an analytics dashboard has been introduced.   Continue

Atlantic Platform Offers Twist on Social Sharing

The Nieman Journalism Lab reports that Atlantic Media’s Andrew Golis is slowly rolling out the in-house social platform that he has been working as both entrepreneur-in-residence and general manager of The Wire. This., the product of those labors, is a social network that allows users to share just one link per day.   Continue

Audience Development Strategy Needs Fuel Staffing Decisions

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Publishers are more and more hiring audience development specialists to put their search and social efforts over the top, Digiday reports. The latest to dedicate a position to audience development, months after its own Innovation Report recommended it, is The New York Times, which has hired Alex MacCallum as assistant managing editor.   Continue

People StyleWatch Mag Online Quiz Brings Numbers

Time Inc.’s People StyleWatch hit it big with an eight-question quiz matching readers with their “celeb style twin,” as it was instrumental in generating 203 ad pages for the magazine’s September print issue – its largest ever for that month.   Continue

Epicurious, Bon Appétit Join Forces

Condé Nast is bringing property under the control of Bon Appétit magazine, one of its leading titles. Ad Age reports that the publisher is hoping the combined audiences will more strongly appeal to advertisers. Pamela Drucker Mann will oversee the operation, while GM Carolyn Kremins will leave Condé Nast. Bon Appétit Editor-in-Chief Adam Rapoport will handle all editorial, and Editor-in-Chief Nilou Motamed will report to him.   Continue

Personalization Data Key at The Economist

Direct Marketing News interviewed Subrata Mukherjee, vice preseident of product management for The Economist about the important of using data to personalize the consumer experience. Here are some excerpts, as told to Ginger Conlon.   Continue

Mother Jones Website Popularity Grows via Facebook

While John R. MacArthur of Harper’s is steadfast in his refusal to surrender to the web, fellow progressive liberal publisher Steve Katz has Mother Jones riding a wave generated largely by Facebook referral traffic.   Continue

InStyle Cover to Debut on Snapchat

InStyle has quickly taken a shine to Snapchat. Just months after joining the social photo-sharing site, InStyle has announced that it will reveal the cover for its next issue there. September marks its biggest ever, in terms of ad pages, Ad Week reports. The magazine has been promoting it with behind-the-scenes shots with the hashtag #makingseptember.   Continue

Amanda Wolfe on Fitness’s Facebook Strategy

With Fitness reaching 2 million fans on Facebook in July – after just reaching 1 million in January – Digital Director Amanda Wolfe sat down with MediaShepherd to discuss the magazine’s strategy. Wolfe talked about what has worked and what hasn’t, while also offering advice and commenting on whether the social media social success has translated to website traffic. Here are some excerpts, as told to Noelle Skodzinski.   Continue

Shareability, Other Social Qualities Among Publishers Ranked’s 10,000 Words blog reports that analysts at Shareablee have released their rankings for publishers’ social media performance. The June list is the company’s first in what will be a monthly service for advertisers and other interested parties.   Continue

Time Magazine Website Success Encourages Pearlstine

Women’s Wear Daily recently interviewed Time Inc. Executive VP and Chief Content Officer Norman Pearlstine about a wide range of digital magazine industry topics, including native advertising, technology’s impact on journalism, and Time’s future.   Continue

Kernel Magazine Will Be Daily Dot Weekend Edition

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Erstwhile British “Internet tabloid” The Kernel will relaunch in August as The Daily Dot’s weekend magazine. Digiday reports that The Kernel will report on current events through the lens of Internet communities.   Continue

CDW’s Apple Newsstand App for Customer Magazines

Computer and electronics company CDW has launched an Apple Newsstand app for its consumer magazines, Talking New Media reports. Of CDW’s four magazines – BizTech, FedTech, StateTech, and EdTech – only BizTech (the newest title) is currently available through the app.   Continue

Evergreen Content: Seven Tips From Ad Age

In what is likely a good example of it, Ad Age recently ran a piece on producing evergreen content, providing tips and a “quick checklist” toward attracting better visitors and advertisers through stronger search and social. Mequoda Members have long known about the benefits of refurbished and repurposed articles, and it’s always good to get another take.   Continue

Kim: Promoting Content Is Imperative for Publishers

SimpleReach CEO Edward Kim writes in a recent Ad Age column that digital publishers must transcend the “analog values” that inform a prevailing aversion to paid promotion of content. Kim asserts that the opportunity cost of relying on word of mouth and earned distribution of articles is too high.


Time Magazine Website Sees Success With Continuous Scrolling’s bounce rate is down 15% since adopting continuous scrolling for its content, the Poynter Institute reports. In addition, after its March redesign, the site saw a 21% jump in visitors reading a second piece of content.   Continue

Steven Kotok on’s Record-Setting Traffic is shattering traffic numbers. According to comScore, the site drew 7.7 million unique visitors in May. For its part, Google actually registered 10 million uniques. The success has come largely from a two-pronged approach.   Continue

Homepage Maintenance: How Top Sites Handle It

As publishers wrestle with engagement for visitors coming in from the side doors of search and social, some are focusing resources on their homepages, which the most loyal readers still use as access points.   Continue

Evergreen Content: Publishers’ Renewable Resource

Publishers like New York Magazine and Business Insider are finding out what Mequoda Members have known for a while: Updating and repackaging content is a strong strategy.   Continue

Condé Nast Publishing Service Will Cater to Private Clients

Condé Nast will launch a UK-based multimedia division that gives new meaning to the term vanity press. Portrait will offer personalized books, glossy magazines, and digital projects to private clients across the world.   Continue

Audio Articles a Trend for Publishers

Such publishers as Forbes and Time are focusing on the implementation of audio for both editorial content and site advertising, Digiday reports.   Continue