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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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Creating Quality Website Traffic Encounters

While parlaying “drive-by” visitors into engaged repeat readers is still the goal for publishers, some have decided to gear features toward their search and social traffic in order to maximize it as much as possible.   Continue

Content Deployment Tactics to Keep Readers Engaged

Publishers are trying new tricks and refining old ones to get visitors to stay on their sites for a while.

Digiday recently homed in on four creative examples of content deployment piquing readers’ interest.   Continue

LinkedIn Content Marketing Led by Forbes

Forbes continues its bid for world digital magazine dominance by topping the 10 most influential global brands on LinkedIn.   Continue

New Yorker Mag Switches Up Its Digital

The New Yorker has shifted its digital strategy and will offer its new articles and archived content since 2007 free for three months before instituting a paywall. The free period will start July 21, The New York Times reports.   Continue

Time Magazine Facebook Strategy Intensifies is playing Facebook like a fiddle, growing its Likes by 44% to 5.4 million during the past three months – in the process outpacing the likes of BuzzFeed, The Huffington Post, and NPR.   Continue

With New Subscription Models Comes New Customer Service

Citing NewBay Media as an example of publishers doing it the right way, Mickey reports that the B2B and niche outfit has invested in in-house customer service reps and explanatory display ads, and is even building out a YouTube channel with demo videos to address customer queries.   Continue

Social Media for Publishers Evolving All of the Time

Folio: recently examined the latest practices of publishers building engagement through social media platforms. TJ Raphael’s piece focuses on Glamour’s use of Facebook, National Geographic’s use of Instagram, and Seventeen’s use of Snapchat.   Continue

Strategy of Hearst Magazines on Facebook

“Facebook is now Hearst’s No. 1 referral source, driving 25 percent of traffic, up from 4 percent a year ago, beating out even Google. For Cosmopolitan alone, it’s 44 percent, and for Harper’s Bazaar, it’s 59 percent,” Lucia Moses writes.   Continue

Steven Levy, Wired Part Ways – Tech Journo to Medium

As its most high-profile hire, Levy will be writing long-form pieces for the platform-turned-publisher, while also commissioning stories from across the Internet, David Carr writes in The New York Times.   Continue

Transcribe Audio to Text: Software and Ideas for Bonus SEO Points

Software and apps for transcribing webinar and interview audio files to text

Audio transcription for your videos is a SEO strategy that is still not implemented enough today. We know that YouTube already conducts transcription of videos, but it’s unclear on how much of the audio transcription is used to index videos on the web. I’d be willing to bet that in the future, audio that is converted to text will be indexed the same as articles are today.

Just imagine a future where we are speaking our keywords in our videos. This could lead to some really funny (but awkward) videos; Just like the overly-SEO’d posts you can find on the web now.   Continue

Publisher Emails Hitting Their Targets

As Mequoda members know, email newsletters, despite pronouncements about their demise, are still strong performers for publishers, David Carr writes in his New York Times Media Equation column.   Continue

Long Content Can Attract Readers, Advertisers

Joe Hyrkin writes in MediaPost’s Publishing Insider that short teasers and social media are funneling readers who seek more substantive magazine-style journalism to the right forums for long-form content – and that this phenomenon makes for a great selling point when it comes to advertisers.   Continue

As a Publisher, Companies Like Coke Keen on Content

Digiday last week profiled five companies – Adobe, Barney’s, Coke, Dell, and Xerox – that are reshaping their websites in the mold of publishers.   Continue

Digital Watermarks a Trend Among Magazines

Publishers are more often using digital watermarks to drive mobile engagement, a recent study by Digimarc found. Folio: has reprinted an fascinating infographic designed by Digimarc and based on its Digital Watermarks in Magazines: Traction Report.   Continue

Lauren Pedersen: Publishers Need Audience Management Platform

Lauren Pedersen, president of global marketing for Cxense, wrote recently in a column for Digiday that publishers are ceding too much control of their audience data to third parties.   Continue

Pinterest Ads a Success for Publishers, Brands

Publishers like women’s lifestyle site PureWow, which boasts more than 4 million monthly readers, are finding ways to monetize Pinterest traffic by creating ad units customized to brands, Digiday reports.   Continue Testing B2C Webinars

Nutrition Action will present its Secrets of the Healthy Cook webinar on Thursday, June 26, at 2pm. But unlike most webinars, this one is meant for consumers, as opposed to businesses.   Continue

Publisher Reputation Key to Execs Paying for News

Almost 40% of business executives worldwide pay for digital news, and nearly half of them make their choices based on brand reputation, according to a study conducted by Quartz.   Continue

IDG Enterprise Properties to Cease Print, Go Digital

Computer World and CSO, two brands of IDG Enterprise, will become the company’s latest digital-only publications, according to Folio:.   Continue

Condé Nast Video Will Partner With Fox

Condé Nast continues to up its video production and strengthen its broadcast presence, most recently through a “first-look” deal with Fox, MediaPost reports.   Continue

Papergarden, the New Digital Mag Marketplace for Galaxy

Condé Nast, Wenner Media, and Hearst Magazines lead the pack in participating in Samsung and Adobe’s Papergarden, a new digital marketplace set to debut on the Galaxy Tab S at the end of June.   Continue

Email Executives’ Choice When It Comes to News

Business executives report getting 56% of their industry-specific news from email newsletters, while 61% of them get their news via mobile, according to a survey administered by Quartz.   Continue

Modern SEO Press Release Guidelines [+ Video]

Utilizing proven SEO press release guidelines can translate into more website traffic and member conversions   Continue

WhatsApp Benefits Becoming Clear for Publishers

While WhatsApp has yet to catch on with many publishers, Digiday is reporting that its social sharing possibilities could soon capture their imagination.   Continue

Online Publishing Job Description: Online Managing Editor

With an online editor’s job description changing from print to digital, it’s important to understand the role for digital publishing success

In order to succeed online, publishers need to have staff that understand the digital evolution.

A significant portion of our consulting strategy relies on properly staffing an organization. If you choose the wrong staff members, or don’t properly teach your current staff about digital strategies, you are sure to fail online.   Continue

AOL Hopes Personalized Homepages Will Help Publishers

AOL plans on tailoring its publishers’ homepages to individual readers’ tastes, preferences, and habits without overstepping privacy lines, according to   Continue

Niuzly’s New Content Monetization Model

A new publishing platform is bringing with it a new way to monetize content.
According to, Niuzly is allowing contributors to charge individual readers directly to read their work.   Continue

Vanity Metrics Count When It Comes to Social

While Digiday is careful to point out that content still trumps follower counts, it also reminds us that publishers need as many arrows in the quiver as they can fit to promote that content.   Continue

Social Media Self-Promotion Important for Publishers

Digiday reports that one-third of Americans are looking for their news online, and last week, it profiled publishers who are doing a better job than The New York Times when it comes to helping them find it.   Continue

Condé Traveler Takes Platform Route

Under the direction of Editor-in-Chief Pilar Guzmán, Condé Nast Traveler is opening up its editorial to the masses.   Continue

10 Reasons Why Mequoda Recommends Hootsuite for Publishers

HootSuite is a (mostly free) online web service and app that helps manage all of your social media accounts from one place. I say “mostly free” because they offer free accounts, which many people can do everything they want with. Businesses may find their (still affordable) Pro version to be more of what they need.

If you manage social media for a publishing business, then you’re more than likely using a social media dashboard already. Using a tool that’s meant to manage a business account is the first step toward building a more effective social media strategy.   Continue

Four Audience Development Best Practices from the May 2014 Mequoda Intensive

Last week at the Mequoda Intensive, we had some pretty lively discussions about audience development both in-session and during breaks. Some of the most pressing questions involved Facebook, who we discovered had taken a sledgehammer to the visibility of publishers in the audience during the week of the conference for no reason at all. Now, like Google, Facebook is keeping us all on our toes with their algorithm and how they choose to tweak it.   Continue

Carolyn Kylstra of Women’s Health Mag Offers Social Media Tips

Women’s Health Magazine recently shared some of its social media know-how, and considering that it has more than 6 million fans and followers across various platforms and reaches more than 15 million visitors monthly, the advice is valuable.   Continue

How Do Esquire Twitter, Others ‘Handle’ It?

If you follow @esquire on Twitter, you might be wondering why the account of perhaps the most popular men’s magazine on the planet is all but dormant. You might also be curious as to why there’s the default egg pic in place of the famous “E” script logo.   Continue

Publisher Events Can Bring Challenges

Digiday surveyed some of the biggest – and most influential – names in the business to get a sense of how magazines are approaching the ethics of sponsored live events.   Continue

Mequoda’s Top 10 Audience Development Strategy Posts

Audience development is the creation of new content in order to succeed in the four major sources of website traffic: search, social, referral and legacy. It means that you’re writing content and creating products that your audience is asking for, while acting as a resource to those consumers – completely free of charge. In exchange, you build loyalty while also building email lists, followers, fans and revenues.   Continue

Are Content Exchanges Key to Publishing Future?

With consumers craving quality around-the-clock content like never before, Ad Age argues that publishers must rethink how they produce and present it.   Continue

Pinterest Traffic Helps Hearst

When it comes to pushing publishers’ numbers up, Pinterest is slowly but surely catching up with Facebook and Twitter.

Digiday reports that the social media site has provided Hearst properties – especially sites with a predominantly female readership – with five to 10 percent of their visitors, while also surprising publishers with big boosts of traffic.   Continue

Marketing Surveys Can Make a Difference

Publishers seeking more and better audience development data received a push in the right direction from Folio: recently.

NewBay Media’s Meg Estevez covers why surveys are important, the frequency with which you should deploy them, and what you need to mine from them.   Continue

Discover Mag Sees Huge Facebook Growth – but How?

It’s a great question, one publishers are frantically trying to figure out. But thanks to the social media giant’s latest Newsfeed algorithm, it’s more difficult than ever to unlock the secret to more fans, likes, and activity on your Facebook page.   Continue

LinkedIn Publishing Operations Accelerate

Now, more than ever, LinkedIn is living up to its name.

The networking mega-platform is launching an initiative to connect content with advertising, including partnerships with such publishers as Atlantic Media, Bloomberg, CBSi, and IDG. At their core, the partnerships will involve the promotion of stories and targeted ads, with LinkedIn as the conduit.   Continue

Increase Email Open Rates by 125% – Produce Phenomenal Content

If you think email is dying, you’re just doing it wrong.

You’re a superhero. You’ve got the villain right where you want him. You’ll save the world, rid it forever of this foul knave, usher in an era of peace and prosperity, if you would just use your superpowers to put him away. Your moment of   Continue

How Forbes and Other Publisher Platforms Incentivize User Generated Content

With venerable tastemaker Time Out the latest in a long line of magazines opening up their websites to user-generated content, the question of how to compensate “amateur” or non-staff writers is gaining more relevance.   Continue

The Other Algorithm: How Facebook Determines Your Visibility

For the longest time, Google was the main algorithm on our minds. We’d write blog posts, optimize them the best we could, and then hope and pray to the Internet deities that our blog posts would show up favorably in search.

It might not seem like Facebook is the type of place that requires a fancy algorithm, but the days of posting whatever you want and getting it seen by everybody who “likes” your page are gone.   Continue

Condé Nast Editorial Capitalizes on Viral Content With Accelerator

A proprietary platform created by Ars Technica could be the key to publishers making money off of stories that make it big, according to Digiday.   Continue

Can Magazine Memberships Pull In More Revenue?

Ricardo Bilton from Digiday has a new article about membership models for magazines. Ricardo writes, “In response to incredible shrinking ad revenue and mounting pressure to diversify their revenue streams, publishers are increasingly building out tertiary businesses like brand content studios and research products.   Continue

Instagram and Twitter Battle for Smartphone Audience

A recent study from eMarketer says that user counts for Instagram and Twitter are strikingly similar, although their demographics are different. So you thought Instagram wasn’t business friendly? Think again, because @teenvogue, @time and @rollingstone and savvy publishers who appeal to the millennial audience are rocking it.   Continue

How The Top Five Magazines on Twitter Got So Popular [+ Video]

How the top five magazines on Twitter got so popular — not to say that this is definite list of every publisher, but according to our research, these publishers are an impressive bunch to analyze. They also have brand advantage so it’s true that they don’t have to try as hard, but just remember that an annoying, boring, or useless feed will drive followers away no matter who you are. We were happy to see that all of the top publishers on Twitter didn’t resort to auto-tweets but actually talked back to followers sometimes too.   Continue

If You’re Collecting Subscriber Data – Use It!

We recently had a conversation internally about how much data to collect from a user when they sign up for a free product. If you’re trying to convert a free website visitor into an email subscriber, less is more. The less fields you ask them to fill out, the more likely they are to sign up. If you need to collect more data, like an address for direct mail, then you should. However, don’t collect data you don’t use.   Continue

Quartz Reveals the “Secret” to the Social Web

If Quartz has anything to say about social and digital publishing, it’s that we’re all slowly but surely getting better at it. Well, at least they are. Following the trends of the web, less is more, and where an image will do, use it. “We try to tell stories with images and pictures and avoid two extra paragraphs or 70 extra words where a chart or graph would do. Over 50 percent of the Quartz content has a chart or graph. It’s our version of cat videos,” says Jay Lauf, publisher of Quartz.   Continue