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Tag: repurposing content

Multiplatform Publishers Recycle & Repurpose Content to Grow

Today we’re looking at three multiplatform publishers that have taken to the strategy of recycling and repurposing content to build larger audiences.

How to Create Multi-Platform Content Quickly and Cheaply

When we talk about multiplatform publishing, some publishers think we’re talking about the difference between laptops, desktops and tablets. But those are simply the devices we deliver content through.

We’re talking about content repurposing, on many platforms.

Repurposing content is a core tenet of the Mequoda Method, but we can’t take credit for inventing the tactic. Rather, any publishers worth their salt – whether print or digital – have always run some variation on this theme. Why? Because it rewards your best work, saves you from excess work, gives you a ton of versatility, and will make you money while you sleep.

AMI: More People Read Magazines Online in FY 2016

Our mission in life is to get more people to read magazines online, so this round of recent news is well received
Your goal and our goal? Make it irresistible for people to read magazines online … specifically the one you’re producing, pivoting, or redesigning right now. Simple on paper – er, make that on screen

How to Build a Modern Multiplatform Magazine Content Team

A successful multiplatform magazine requires a capable content team

What makes a legacy publishing company a unique and challenging organization is that many of the traditional divisions among different parts of the organizations have faded, or just plain disappeared. For example, traditionally, editors were never involved in ad sales programs.

But the emergence of multiplatform magazines and sponsored

5 Common Tech Flubs When Creating a Magazine App

There’s no doubt that niche content is the name of the game, at least if you’re playing the game using the Mequoda Method. But digital magazines can’t expect to slap a few enthusiast articles up on a homepage and wait for the money roll in. Rather, online publishers must stay vigilant in repurposing content, developing a content distribution strategy, and cultivating audience through digital magazine apps.

Online Magazine Content Considerations: Saturation, Data, Editions

Times, Adobe, others making online magazine content news
Online magazine content doesn’t end with an article being posted online. Rather, that’s where it begins.

There are innumerable ways of repurposing content, and indeed, repurposing content in an age where massive amounts of content come pretty cheap is crucial in attracting, capturing, engaging, and monetizing readers.

Emails, white papers,

Google Publishers: Accelerated Mobile Pages a Success So Far

Google publishers are embracing AMP, but some have questions; plus, niche publishing on Facebook and a glimpse at a top-tier social media strategy in action
When it comes to Google, publishers are always ready to devote resources to maximize its promise, as they should be. The search and digital services giant operates with greater transparency than

The Best Digital Magazine Examples and Why We Love Them

These four exemplary digital magazine examples demonstrate best practices in design, business models and pricing
With 20% of tablet users reading digital magazines every day, it’s instructive to take a closer look at the variety of digital magazine formats and subscription choices that are available to them five years after the iPad blasted onto the scene.

When

How Platform Distribution Is Fueling Publishing Strategy

Robust and varied platform distribution is, by definition, the bedrock of multiplatform publishing, but the spray and pray strategy isn’t really a strategy at all.

You must pick and choose your platforms with some discernment, playing to your strengths and the desires of your audience, both the existing one and the one you’re going after.

Social media strategy, repurposing content, and enterprising with video or by creating a podcast is all part of platform distribution. While we preach (and practice) restraint, we also encourage experimentation, provided you have the right personnel at the helm.

In Marketing + Publishing, Conferences Best for B2B Attendance, Getting Execs’ Attention

Publishing conferences and publishing events are without question among the pillars of the Mequoda Method, so much so that we host many ourselves during the course of the year.

Events generate revenue, create opportunities, and build relationships. They provide exponential chances to promote your digital publishing brand and for repurposing content.

So, eMarketer certainly doesn’t have to sell us on the effectiveness of publishing conferences, but it’s encouraging to see that the marketing and B2B realms are in alignment, as well, according to recent studies. Let’s take a closer look at those to wrap up the week!

4 Unique Multi-Platform Publishing Examples by Legacy Magazines

Multi-platform publishing examples that brought these magazines to rockstar status

Do you remember the saying, “one man’s trash is another man’s treasure?” For smart and innovative magazine publishers, this little idiom rings true across the board. Just as your recyclables are picked up every week and crunched into reusable products, so can multi-platform publishing repurpose the

What Modern Multiplatform Magazines Look Like

Why do modern multiplatform magazines make so much money?
At Mequoda we talk about publishers that have multiplatform magazines on a regular basis, but what we don’t always mention is that those who are the most niche, see the greatest gains. General interest publishers are having a heck of a time figuring out a content strategy,

Publishing Social Media News: Ads, Millennials, Video

The ties that bind publishing, social media are stronger than ever; plus, Condé Nast debuts new video platform
If you own a company in digital publishing, social media is not an optional arm of your strategy – it’s required to help promote your content, of course.

But too often, digital magazines treat social media as a formality,

Publisher Acquisition News: Condé Gets Hip With Pitchfork Purchase

Publisher acquisition news is often pretty predictable and ho-hum, but sometimes a deal comes along that not only captures the imagination, but also truly crystallizes the state of the industry.

Niche Content: How One Major Publisher Is Playing It

There’s no doubt that niche content is the name of the game, at least if you’re playing the game using the Mequoda Method. But digital magazines can’t expect to slap a few enthusiast articles up on a homepage and wait for the money roll in. Rather, online publishers must stay vigilant in repurposing content, developing a content distribution strategy, and cultivating audience via social media and other platforms.

Esquire Shows Value of Investing in Online Magazine Archive

Dedicating resources to an online magazine archive is a best practice for multiplatform publishers that we highly recommend, and a big key to success in the Mequoda Method.

Our favorite part about digital magazine archives? You don’t actually have to dedicate too many resources to make them work. Aside from some general maintenance, most of the work is on the front end, building onto searchable infrastructure that you’ll already have in place. The content, by definition, is already in place! You don’t have to optimize it, because as a product of your digital subscriptions, it will be behind a wall uncrawlable by Google. At the same time, however, you can recycle content from your online magazine library with updates and improvements, and treat it like an inexhaustible well for promotional purposes.

Adweek recently covered the latest player in the online magazine archive movement, and this one might be the biggest one yet!

Magazine Readership Grows Online, Again, Says Latest MPA Report

Digital magazine readership – or audience, for our purposes – keeps climbing. Even as publishers grapple with ad viewability, mobile content strategy, and other challenges, they can take comfort in the fact that consumers are demanding their product more and more, judging from the exhaustive studies of the Magazine Media 360° Brand Audience Report.

MediaPost covers the Association of Magazine Media’s latest release, as well as a new effort to build publishers’ archives and another big move from Time Inc. digital.

Email Campaign Strategy: Google’s Latest Tool + Content Best Practices

Email campaign strategy has emerged as a crucial component of multi-platform publishing, even as wrong-headed observers have pronounced it DOA in recent years. The Mequoda Method highly values online newsletters as a ripe opportunity to build loyalty, expand audience, and cultivate serious levels of conversion. But we also know that email can be unwieldy with poor design, unkempt lists, and static content – let alone faulty SPAM filters. Navigating these challenges will put you in the position of realizing all of the benefits sound email campaign strategy promises. Well, Business2Community.com has some good news for one of those challenges, and also provides a couple of best practices when it comes to the content itself. Let’s see what they have to say with some recent coverage.

Podcast Publishing: Another Strong Link in the Multiplatform Strategy Chain?

With the explosive success of Serial and Slate’s Panoply, podcast publishing has emerged as a viable – and, more to the point, profitable – option for digital magazines. Audio content is inexpensive, not difficult to produce, and popular with consumers. What’s more, it fits in neatly with the Mequoda Method for multi-platform publishing, which emphasizes repurposing content with products aimed at converting mobile and desktop visitors. Sounds like a win-win, right? Well, our friends at Publishing Executive recently took a closer look at the phenomenon from an industry standpoint. Let’s see what they found out!

Repurposing Content Emerges as Crucial NYT Strategy

Repurposing content is a core tenet of the Mequoda Method, but we can’t take credit for inventing the tactic. Rather, any publishers worth their salt – whether print or digital – have always run some variation on this theme. Why? Because it rewards your best work, saves you from excess work, gives you a ton of versatility, and will make you money while you sleep. We found a few recent articles from one of our favorite industry sources that cover the repurposing content renaissance – they involve food, always a ripe topic for evergreen posts. Also, AOL’s new focus.

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.

Social Publishing Platforms: A Siren Song for Publishers

Social publishing platforms are all the rage for publishers looking to repurpose content, cultivate audience, and drive traffic, and providers’ offerings are becoming more sophisticated and specialized. Or, in Facebook’s case, irresistibly too big to fail, for now. In the meantime, other brands and publishers, like Adobe and Condé Nast, are focusing on in-house digital solutions. Let’s take a look at four recent Digiday stories that cover all of this ground.

Digital Publishing News: Audience Records, More Aggregation, Viewability

Rounding up the latest digital publishing news reveals that several trends are sustaining themselves in the early months of the new year. Multiplatform audiences, driven by mobile, continue to grow. Repurposing content is keying expansions and launches. Ad viewability – video ad viewability, especially – is at the forefront of both brands and publishers.

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?

Publishers’ Archives Ripe for Repurposing

ublishers – particularly of the legacy variety – are passing up a big opportunity when they neglect their archives. This is a reality that Mequoda members have grasped for quite some time, as we’re big believers in repurposing content.

Using Content to Drive your Audience Development Plan

How recycling, repurposing, and repackaging content can create alignment in your marketing efforts

The number of steps required to create an effective audience development plan often confuses people new to organic content marketing. One of my favorite tricks is to use the acronym ARM to help people remember that there are three distinct elements or parts in a content driven audience development plan. A is for attract; R is for retain, and M is always for monetize.

5 Simple Ways to Make Editorial Management Easier

Your editorial guide to making work days a little shorter

So you’re the new editor of a daily online blog, takes with editorial and audience development responsibilities. You might be posting five to 20 or more new blogs per week. Since online editors are the new online marketers, you’re probably tasked with a few other things too, like writing landing pages, email newsletters and anything that requires great writing.

So how can one person manage all of this content? I can tell you from experience that it’s not easy, but these five simple steps should at least make your day a little less hectic.

Digital Publishers: Get Social to Build your Audience

A look at the correlation between social sharing and links provides welcomed results

The relationship between SEO and social media is evolving. We can see this in changes Google has made to its algorithm, and the increasing use of social media.

After Google’s algorithm changes were confirmed, online business owners started to wonder how social signals were impacting search engine results. Google’s Matt Cutts made statements on the importance of social signals and ranking content, but concrete examples weren’t given. Since a lack of detailed information is common with Google, we weren’t too surprised.

Editorial Strategy: 7 Components for Online Editors

Tips for developing your editorial strategy

Online editors have a different role than their print predecessors. The focus on accurate, unbiased journalism is still the goal, but there are a few specific ways of reaching this goal on the Internet.

What best practices are you relying on for your editorial strategy? The seven tips below come from years of research, acquired through operating our own publication, and watching the actions of other successful publishers and authors.

SIPA Member Profile: Gale Ushers Company Into New Places

Tom Gale, President, Gale Media, Boulder, Colo. and Publisher, Modern Distribution Management

What takes up most of your time these days?
I’ve spent most of the past year and a half integrating the acquisition of a market research company that focuses on industrial markets and wholesale distribution channels—the audience of our newsletter and website. This is our next step in transitioning from a 45-year-old B2B newsletter into a publisher of industry research, software and market analytic tools, where we are the primary source for qualitative and quantitative research for wholesale distribution executives. Beyond that, I spend my time moderating webcast events and building long-term sponsorship and advertising relationships. I’ve handed off most content roles to a great editorial team, but continue to speak at industry events to advance our cause. Occasionally I try to run a company, but I’ve had better luck hiring the right people who make that a small part of my job description.

Marketing Ideas You Can Implement Today

A Refresher Course in Good Marketing Ideas

Send email from a person, not a company. Check search traffic when choosing blog titles. Include brief surveys on thank-you pages. These are just three of 20 “Low-Hanging Marketing Fruit” listed in an excellent article on Hubspot Blog last week. It’s a good refresher course for some things we may know but may not always remember to do. Let’s go through a few of them—adding some comments more specific to SIPA members.

The Rules of (Social) Engagement

The Rules of (Social) Engagement

Imagine walking into a packed room of 10 roundtables filled to the brim with colleagues, and subject signs like Email Marketing Metrics: What’s Working, Repurposing Content for Profit, Renewal Marketing: Online vs. Print, Building Attendance at Live Events and AdWords: What’s Working?—all with highly respected moderators. And having to pick just two to sit in on!

What’s a good journalist to do?

4 Website Homepage Design Tips for Everyone

Building a website homepage that completes your goals

We have built an entire website design scorecard to guide you in the direction of building an action-worthy, profitable and endearing homepage.

The goals of you homepage should first tell someone what you do, then it should give them the information they’re looking for. Finally, your homepage should get their attention so that they want to keep a relationship with you by buying a product or signing up for your email newsletter.

How to Use Twitter to Repurpose Content and Increase Website Traffic

Five easy audience development steps to increasing website traffic by repurposing old articles on Twitter

You have lots of awesome content on your blog. Some of that awesome content hasn’t been seen by people in a long time. This is especially true if you’re not all too keen on SEO like many print publishers that tend to simply dump old print articles on their blog without optimizing them. But there’s hope!

We’re all publishers here. This should not be a problem for us. We create content in our sleep! These archives of content that we have in our blog can easily turn us into champions of both Twitter and of repurposing content. In other words, we have a serious advantage over the rest of the Internet.

Here’s a simple run down of how to leverage your Twitter followers to increase website traffic.

Latest Trends on Minds of ‘Miami’ Speakers

Cellphone Signups, Inside Tips and Best of Best Fuel ‘Miami’

With the Miami Marketing Conference coming up in just about a month—amazing how these things sneak up on you (the early-bird rate expires tomorrow!)—we want to spotlight some of the accomplished speakers who are on the agenda along with a sneak peek into their knowledge.

1. Two questions that will be asked in Miami on Nov. 10-12 are: Does your order form work on the iPhone (and other cell phones)? Would you try to order your products on your cellphone? These may provide more important technological capabilities than a new app. More people have cellphones than iPads or access to iTunes.

AMC-IMAG 2010 Coverage: Lessons in Paid Content from Consumer Reports

Consumers Union Vice President and Editorial Director Kevin McKean shares his thoughts on paid content

Consumer Reports, like other multiplatform publishers, creates content once and repurposes it endlessly. A brand that takes no advertising, their business relies on selling that content in every channel they distribute in. The most intriguing channel for us is their successful paid subscription website: ConsumerReports.org.

The pricing model is as follows: print subscribers get a discount for the web subscription and web subscribers get a discount for a print subscription. McKean says the majority of subscribers on both sides are paying full price, meaning there’s only a small percentage of subscribers who take both offers. Why? Because the audiences are truly different. Magazine readers subscribe for mastery, while online users subscribe primarily for research. The print magazine has 4 million subscribers and the website holds steady at 3.2 million paid subscribers.

Tips From SIPA UK Lead to Sessions in Miami

Tips From SIPA UK Conference Become Session Starters for Miami Meeting

David Foster, CEO of BVR in Portland, Ore., sat in on the marketing directors’ roundtable at July’s SIPA UK Conference in London, and sent back some thoughts from the participants. We’ve now added interesting tie-ins to sessions at the Annual Marketing Conference in Miami. It’s exciting when Conferences build off each other.

1. When hiring, be sure to check the prospective staff member’s use of social media. Particularly for marketing staff, if they’re not present on LinkedIn or Facebook or something else, they probably aren’t going to adapt to your program. Plus, you’ll know more about what kind of people they are.

3 Quick Content Tips to Please Your Online Customers

Periodical publishers have historically considered content to be disposable—generated once for use in a periodical or book and then discarded. Publishers who use the Internet to recycle, reuse, and republish information in many different formats (periodicals, books, email newsletters, blogs, wikis, digital libraries, courses, events, DVDs, CDs and more) are the ones—large, small or independent— who have succeeded. Your online customers have an expectation when a company has a website—it’s that you’re working in the 21st century.

4 Essentials for Website Homepage Design

Make a great first impression with these helpful tips

Editorial Management Guidelines for Online Publishers

Free Report on repurposing content to help generate more revenue

Editorial Strategy for Reusing, Recycling, and Repurposing Content

Where does your content originate?
Here is our editorial strategy for reusing, recycling, and repurposing content over multiple platforms

FOLIO: Growth Summit Coverage – Using Social Networks to Strengthen Your Market Position

Cia Romano and I talk social networks – both building your own, and using existing social networks to develop a diverse online audience.

How One B2C Publisher Repurposes Magazine Content

Real Simple started as a magazine in 2000 and has since repurposed that content on its website, in email newsletters, in events, products, radio and television.

Focus and Diversify to Succeed Online

BTB Publisher Succeeds Online by Dominating FDA Niche

The Daily Reckoning Mequoda Case Study

Agora Financial Network: Understanding the Seven Strategies that Drive the World’s Most Successful Special-Interest Website Network

The Mequoda Group estimates that the Agora Financial Network will post top-line revenues for 2006 of $55 million, with $41 million being generated online. This makes each of its 500,000 domestic subscribers worth about $82.

WritersMarket.com Website Design Review

WritersMarket.com is a Pay-For-Access, Online Database of Incalculable Value to Freelance Writers that Cross-Sells Print Publications and other Products Owned by its Publisher as it Helps Build a Priceless Customer List
Online databases sold by subscription are big business for LexisNexis, R.R. Bowker, Thomson and other traditional publishers of directories.

The idea makes a lot of sense. An online directory is easier to update and keep current, and the costs for manufacturing and delivery are minuscule compared to those of a printed volume. Major directory publishers generally offer both print and online versions and these can be very pricey.