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Tag: audience development

Audience development incorporates actions required to attract, engage, and maintain an online audience. The goal of audience development is to create mutually beneficial relationships - users get content they seek and the business sustains itself.

Improving Your Audience Development Program

The new Audience Development Consulting Program will help you plan, target, and track your keyword campaigns

Online audience development has evolved, although not every online business owner realizes this yet.

This evolution isn’t just about the audience development strategies that exist online. It also includes the preparation, monitoring, and measuring that comes along with a well-devised audience development strategy.

Audience Development Ad

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Download a FREE copy of How to Increase Your Audience and Decrease Your Marketing Budget and discover how to get the most out of your website traffic and turn visitors into digital dollars. Download now.
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Week in Review: May 14th, 2012 – May 18th, 2012

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

Audience Development Consultant for Hire

Writing a professional bio that must double as a landing page on your website, is perhaps one of the most daunting tasks a writer can face

As a consultant, author, and speaker for more than 20 years, I’ve had some practice writing many variations of my professional bio. For me, it’s much easier to write a bio for someone else, than it is to write one about myself. Back in college, writing your own bio was an early learning assignment. My favorite version of the workup was to write the bio you’d like to have in 10 years. Later in life, I took a course on seminar marketing, which focused intensely on writing long form bios for seminar leaders. Most recently, I’ve added search engine optimization to the biography writing process. While every good bio should be optimized for the individual’s proper name, there are instances where it’s possible to take it a step further and optimize the bio for a generic search terms.

On-Page SEO Tips for Audience Development

7 on-page SEO elements you are in control of

There are many audience development strategies that can be used to find audience members, and allow audience members to find your content directly.

SEO is one of these audience development strategies.

One of the Best Tools for Building Email Circulation

How are you building your email marketing file?

Every online marketer and audience development manager has a preferred method for building their email file.

As a content creator myself, and the person tasked with audience development efforts, my favorite way to build an email file relies on great content and superb targeting.

5 Tips for Today’s Online Editor

An online editor’s position is very different than the traditional editor might realize. In addition to creating great content, they have to follow particulars associated with the digital environment, including content marketing and audience development strategies.

Take a look at a few of these requirements below.

Online Editors Taught at Digital Publishing Bootcamp

The Digital Publishing Bootcamp has relevance for many online business professionals, including online editors.

CEOs, group publishers, managers, and high-potential employees should be sent to this program, because these individuals are responsible for creating and deploying your digital publishing strategy. Online editors are an integral part of this mix because they are in charge of the content and responsible for using it to build an audience.

Avoiding Website Design Disaster: Begin With the End in Mind

Author Stephen Covey is fond of pointing out how difficult it is to reach goals that you don’t have. “Begin with the end in mind” is my personal mantra for every website design project I start.

Publishing websites are like Swiss Army Knives. They can do many things well. This makes them the perfect tool for digital publishers. A well-crafted publishing website can build audience, generate leads, and sell products and services. Each of these three major goals requires a separate and discrete business process that is embodied in a well designed website. Further, a well designed website that does two or more of the above must do so with tactically discrete processes that are strategically aligned.

Week in Review: April 30th, 2012 – May 4th, 2012

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

5 Ways to Lose Email Subscribers

Are you making avoidable mistakes that lead to fewer email subscribers?

I wonder how many readers will unsubscribe from this email newsletter after reading today’s article. For the ones who do, I’m sure there is a good reason for it…perhaps you don’t care about email marketing, audience development or digital magazine publishing anymore. Or maybe you get way too many emails in your inbox, and you’ve decided to purge them all (except Groupon, of course).

A Checklist for Marketing to Millennials

Six elements of engagement for better content marketing to a very important demographic

The American writer Carl Sandburg once said, “Nothing happens unless first a dream.” In today’s digital world, many Internet marketers and audience development professionals would paraphrase this differently by saying: “Nothing happens unless engagement exists.”

That’s what we are all looking for online – engaged audiences who will contribute to a mutually beneficial relationship. We, as digital publishers, develop an audience by providing the information they want, through a multiplatform approach. Our audiences then have the choice to support us further, through spending money with us, if they like the content we offer.

Week in Review: April 23rd, 2012 – April 27th, 2012

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

The Foundation of Digital Magazine Publishing

Before diving down into the changes behind the digital revolution, you need to understand the foundation of it. There are fundamental decisions that need to be conceptualized, then planned out. Creating a detailed plan makes success more likely for those embarking on digital magazine publishing.

Our Digital Publishing Bootcamp is a multi-day intensive for publishers, CEOs, and managers who want to understand the changes taking place in the digital publishing industry. The tips, strategies, and up-to-date information forecasts the moves you should make during the next five years.

3 Tips for Motivating Your Audience

Audience development with the help of a few specific words

Appealing to the emotional state of your audience members was discussed in a recent article. It is this type of communication that can get an audience member to take action, like opening an email or engaging with your brand by making purchases.

Conversions are the goal of turning visitors into registered members, and for email marketers embarking on numerous campaigns. However, it’s slightly different for the audience development professional utilizing social media.

5 Apps Every Editor Should Have on Their iPad

Two weeks ago at the Mequoda Summit, there were more iPads floating around than there were laptops. It was only a couple years ago that our New Media Producer Patrick Hughes was the only person at the event with an iPad and it was still a novelty, lacking in any professional use.

12 Audience Development Tips

These audience development tips will help you attract, obtain and convert casual visitors to your website

There are plenty of ways of executing audience development efforts in the digital landscape. Today we are going to discuss a few of them.

For organic audience development we suggest utilizing search engine optimization, SEO copywriting and the distribution of SEO press releases. These audience development methods will help you target audience members through search engines by utilizing keywords relevant to their interests.

How to Create Contests Using Pinterest

Other contest ideas I’ve seen on Pinterest include asking users to upload pictures of themselves using or wearing their favorite product, or simply repining a pin about your contest. Be sure to require that users pin it onto a new board using the company name, a great boost for organic SEO. Remember, every time your pinned, it counts as a link back to your website. The more links the higher you rank.

“What Do You Publish?”

Using the Google Keyword Tool to determine audience interest

Gail and I just moved into a new house in a new neighborhood. We’re only about a mile from our old house, and still in the town that we’ve lived in since 1987. Still, everyone I meet is new to me. Once or twice a day, I’ve been having the new neighbor conversation. Most of the time, it includes the question “what do you do for a living?”

The Relevancy of Google

From audience development with search engine optimization, to email marketing and social media, Google displays relevancy

Getting found online is important. Fortunately, search engines have made the process much easier. And according to the Pew Research Center, more people are satisfied with search engines than ever before.

Out of all the options, 83% of respondents cited Google as their preferred search engine.

Week in Review: March 26th, 2012 – March 30th, 2012

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

Three Ways to Blog a Bestseller

The art of audience development blogging requires great service journalism wrapped around a best-selling product

While audience development blogging can take many formats, I teach my clients three basic templates to begin a new blogging program. A typical blog calendar might go for as little as four weeks to as many as 26 weeks. It might involve just a handful of best-selling products, or as many as 50. The process of developing an audience development master calendar always starts with identifying the organization’s bestsellers, or potential bestsellers. Most of my clients are selling information products: magazines, newsletters, website, videos, books, event and dozens of other lesser used formats. Some are selling other people’s products: travel, investing, and even consumer-packaged goods. Content marketing, the art of using content to sell products and services, can be used effectively to sell anything from Pampers to jet planes.

3 Resources for Audience Development Blogging

There are two sides to audience development blogging – the practitioner’s side and the manager’s side.

Practitioners, including online editors and bloggers, want to know all the best strategies for audience development. They want to see their audience numbers grow with detailed, targeted work.

Audience Development Strategies Shared in Colorado

Audience development is a main focus of this live event, with dozens of tips and case studies offered

Audience development is rampant online, but which strategies are right for your brand? With all the media formats available, you need to understand your options and what would genuinely help build your audience.

Twitter and Facebook are clear choices – which we will address during the Social Media Optimization Master Class at the Mequoda Summit West 2012 – but there are lesser-known options too.

Who is Linking to Your Website?

Open Site Explorer can help build better authority for your website

Do you realize that it does matter who links to your website? Websites that link to your content can have an impact on your website’s authority. If you are linked to by a lot of popular, well-regarded websites, it can help your standing in search engines. The right links can strength your reputation. Similarly, negative affiliations should be avoided.

If you want to brush up on who is linking to your website, try Open Site Explorer. This tool offers some information for free, with a premium option for advanced reports and social media metrics.

Learning Email Marketing on Your Terms

Live events, webinars, and white papers provide email marketing insight

Live vents are a major way publishers generate revenue and build an audience. There is no higher level of interaction than speaking to your audience face to face. And attendees of live events realize that. People will attend events if they are dedicated to the subject matter, believe they will have the right experience with the speakers, and are comfortable with the price.

However, not everyone can attend your live events, even if they are truly dedicated to your mission. Time constraints and travel requirements may stand in the way for many attendees. These audience members still expect meaningful experiences with your brand.

Driving Conversions with Written Content

Have your words work for you, even when you’re not working

SEO is my favorite audience development strategy for two main reasons.

First, when you take the time to focus on your SEO strategy, and you pay close attention to the right keyword phrases, you are targeting the best possible audience members.

IT Department Job Description

Five expectations for hiring staff in a modern media company IT department

I suppose most people my age in the IT industry have a favorite character from the original Star Trek. When I was 12, I wanted to be the chief engineering officer for the Starship Enterprise. I love watching Montgomery Scott push his ship to the limit, often at the last moment, to save the day. I must admit I did find it somewhat disturbing that Scott seldomly got the girl.

Week in Review: February 27th, 2012 – March 2nd, 2012

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

Audience Development Blogging: How Much is an Audience Development Blog Subscriber Worth?

For consumer marketers, there is perhaps no better audience development program than one anchored by a well-run audience development blog

I almost never meet a publisher who tells me their audience could not be larger. And for the most part, they are absolutely correct. Most niche media publishers never reach more than three to five percent of their target audience on a regular basis. And couple that with the fact that audience size is a direct driver of publishing revenue, you fuel the never-ending quest for audience development.

While many publishers are content to gain visibility by simply repurposing magazine, newsletter, and catalog content onto their websites, a growing number of savvy online publishers are taking the next step by adding an audience development blog designed to repurpose premium content in the form of tips, reviews, summaries, and other derivative formats.

Do Audience Members Easily Find Content Within Your Website?

How a single plug-in can help your audience development activities

The audience that develops around your content does so one main reason: they find alignment with the information you provide.

Of course, there is more that goes into this. Audience members want high-quality content. They want it delivered frequently and they want it easily accessible. They want to interact with it on the platform they prefer, and the medium that fits their content consumption habits.

Digital Publishers Not Prepared for Mobile

In a world where mobile Internet is growing rapidly, many websites still aren’t prepared with an acceptable mobile site

There are a few online components that can protect the future of legacy publishers.

Beyond the audience development opportunities of social media, search engine optimization, and link building, there is the ability to utilize new, popular platforms.

Seven Pillars of Digital Publishing Success

Order this new, 90-minute webinar and discover digital publishing components that are needed for making fundamental decisions as the digital transformation continues.

Un-Boggle Your Mind About Which Social Network is Best

Gosh it’s hard to keep up to date with every tool and remedy for driving website traffic. You might be loading traffic back to your website, but are they the right kind of visitors? Will they buy a product? For example, is it worth the time for B2B editors to create Pinterest boards? What about Facebook pages? And would the editor of a consumer publication be wasting hours answering Q&A’s on Linkedin?

Mequoda Tops 30,000 in January

3 best practices for increasing website traffic

January 2012 has been a record setting month for Mequoda Daily.

As a small B2B company, it can be hard to reach specific milestones since most are resourced at a smaller level. However, this past month has yielded more significant results than usual, and it is due to some slight changes that many can implement easily.

Digital Magazine Publishing for Everyone

Independent publishers have been struggling for more than a decade to monetize blogs, portals, and communities; digital books and magazines are changing their Internet business models from sponsor to user driven.

At our recent Digital Content Marketing Bootcamp in New York City, Kim and I were happily surprised at the number of entrepreneurs in attendance. More than half the class was startups in prelaunch mode. Traditionally, 80 percent of our attendees hail from legacy publishers who are making the conversion to digital. While the sample is small, I believe it is indicative of a larger trend.

Digital Publishers to Meet in New York

The Digital Content Marketing Bootcamp is set to kick off 2012 with a step-by-step checklist for online publishers launching, relaunching or prioritizing their online business.

This 49 step tried and true marketing and distribution plan helps online publishers stay focused in a constantly evolving digital landscape.

Tablet Ownership is Exploding – What’s the Penetration in Your Market?

Interweave conducts a Tablet Ownership Survey, leading to a better understanding of their digital audience

Now that we’re clear on the explosive growth of tablets, it’s time for publishers to determine the tablet usage specific to their audience.

Interweave, a major art and craft media company, has done just that. The Tablet Ownership Survey, conducted in October 2011, revealed a very clear picture about how Interweave’s audiences own and interact with digital devices.

Digital Content Marketing Bootcamp Announced for 2012

A one-day intensive program designed specifically for publishers teaches how to successfully start and run an online business

Mequoda Group released details that its Digital Content Marketing Bootcamp will take place on January 24th, 2012 at New York City’s McGraw-Hill Conference Center.

The Digital Content Marketing Bootcamp, limited to 25 attendees, offers online publishers the opportunity to learn how to start and run a digital content marketing system through a detailed, step-by-step process featuring proven digital strategies for driving website traffic.

Membership Website Mistake #8: Ignoring Organic Marketing

Publishers need to embrace organic marketing methods for audience development purposes. Utilizing only premium models is a mistake that isolates the single biggest channels for adding new subscribers to your database like search engine optimization and social media marketing.

It’s important to understand that in a content-driven world you need at least one of two different types of subscription websites: the portal and the blog. Both of these content models are Google-friendly options, which makes it easier for your content to get noticed, crawled by the Google bots and ranked within search engine results pages.

TOMORROW: Facebook Strategies for Every Editor—Revenue, Traffic & Community

Last week we wrapped up the final touches on our brand new Facebook for Publishers presentation set to debut during tomorrow’s webinar. If you’ve spent time with us recently, you know that we have an abundance of lessons to teach on Facebook, however until now it’s never been touched up quite so eloquently.

Establishing a Magazine-Centric URL Structure

Legacy publishers have the opportunity to expand their brand by developing a magazine-centric URL structure.

In doing so, your magazine content can remain the center of your online activity, while your brand grows through the additional of digital channels.

Digital Publishing Success Relies on Your Staff

Legacy publishers are required to train staff members as they shift from traditional print to digital publishing. Although some of their skills transfer, there were ones for Internet-based audience development efforts.

Now that digital publishing is shifting onto mobile devices, particularly tablet devices, it’s important to understand how these changes relate to your content and how your staff can remain up-to-date with the latest strategies for digital publishing.

Strategies for Playing Catch-Up With Facebook Updates

Just recently, Facebook made an entire update to their analytics and let’s just say that you can finally make sense from the numbers they’ve given you. And if you can’t—we’ve got a webinar for you. But we’re not just talking analytics, we’re also diving deeply into all of the other massive changes that have taken place on Facebook recently, some of which you may or may not have figured out and assembled yet.

Are Your Facebook Marketing Attempts Under-Performing?

In an ideal world, we could write one blog post and promote it the same way on every platform. Unfortunately, that’s just not the case. Email subscribers sign up to your email newsletter to keep up to date on everything you’re teaching, showing and sharing. They aren’t expected to respond to your emails, post comments or do anything more than read.

Turn Social Media into a Top Source of Website Traffic

Take social media users and turn them into your biggest source of online traffic and audience development

Social media traffic is the easiest source of traffic there is—once you have a network. For Mequoda, it quickly turned into our #2 source of traffic, next to Google. That beat traffic coming in from our email lists, which is pretty significant.

3 Things You’ll Learn During Our Facebook Webinar

Any marketing campaign has the same end goal: make more money for the company. The only difference between a traditional marketing campaign and a social media campaign is that social media marketing is based on loyalty instead of making a quick buck or generating a quick lead.

In our 90-minute Facebook for Publishers webinar, you’ll discover the only three things you need to know about Facebook marketing:

How Facebook’s Updates Are Going to Affect You

If your best friend suddenly got a facelift and became a Buddhist monk, you’d still love him right? He wouldn’t quite look the same, and he might act differently, but he’s probably a little better looking and maybe even a little better of a person now, correct? Well that’s all debatable, as is any update that Facebook makes, but we have to work with what we’ve got, right?

Facebook and Twitter are still the best ways to drive traffic to your website. Even a B2B company like Mequoda gets a good chunk of traffic from our Facebook page, against all odds. Is LinkedIn a better network for us? Surely, but you know us—we like to keep our hands in everything, otherwise we wouldn’t have anything to talk about!

The Most Disruptive Pricing Strategy

Should your digital magazine be free, paid or something in between?

Peter Sprague is a disruptive guy. About five years ago, Peter decided the world needed a new guitar magazine. Peter didn’t just fall off the turnip truck. He is a seasoned media executive who understands both quality editorial and media economics. So when I saw Peter launched a magazine, I simplify.

What Peter really did, was launch a new multiplatform niche media brand. Today, the Premier Guitar brand reaches almost one million enthusiasts every month. Guitarists can follow Premier Guitar on the web, via e-mail, on Twitter, Facebook and RSS. In 2011, none of the above makes Premier Guitar unique.

Blogging Advice: 4 Ways To Make a Business Blog More Friendly

“A Personal Touch” isn’t cheesy marketing or something reserved for “mom and pop” gimmicks. In our world of cyber-autonomy, a personal touch can be just the thing to change a casual visitor of your blog to a customer that is willing to invest in your product.

The truth still remains that when people visit your website, they are looking for information. However, there is no rule saying that information is the only thing you give back. Readers want to connect with a blog or blogger, to find some humanity to the faceless Internet page before them. In order to step up to the plate and deliver a well rounded, personalized blog, just review these tips below.