SUMMARY: More and more media sites require paid subscriptions to read stories, but if they really want to increase paid readership, they need to ensure that their content is worth paying for.
OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
Each month, approximately 409 million people view more than 20 billion BLOG pages. There are about 70 million posts being published each month by WordPress users. 77 million new blog comments are generated by readers each month. 71% of WordPress sites are written in English yet too many people, and brands, don’t BLOG.
SUMMARY: Today people are overwhelmed with content. The idea that they are going to read your content isn’t always true. Your content needs to be personally relevant at a time when they are looking to better understand your product and its use.
- A study confirmed that 59 percent of all links shared on social networks aren’t actually clicked on at all, implying the majority of article shares aren’t based on actual reading.
- People are sharing articles without ever getting past the headlines.
- Attention spans are at an all-time low, and most users make snap decisions about articles based on their first impressions, which happen to be headlines.
- Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
SUMMARY: Media sites like BuzzFeed and the Huffington Post continue to layoff staff. It’s a time when news organizations are losing visitors to their websites which in turn is going to lead to many shutting down. If content written by professional journalists is king why are these sites hurting so much?
KEY TAKEAWAY: Are your prospects and customers really searching for your product/brand online and if they are what are they searching for? Content marketing is still being hyped but in reality, most people go to bookmarked sites rather than conduct searches as Google would have us believe.
SUMMARY: Digital marketing is going to evolve in 2019 and with it some of the things “experts” told us to focus on are going to fade away. At the heart of all these changes is that consumers are integrating digital into their daily routines and see digital as a tool to help them become smarter and better manage their lives.