These three marketing trends aren’t just about content, but how 2017 content consumption changes your relationship with your readers.
Digital-first publishers may be more nimble than their traditional counterparts, but building a loyal readership from scratch can be especially difficult given the level of online competition for user attention. While social media networks have had a “flattening” effect, allowing new sites with compelling content to quickly go “viral” and reach massive new audiences, even those platforms are becoming increasingly cluttered, and many publishers are beginning to question the value of social-referred audiences. This is a challenged faced by publishers around the world, including independent digital media company Scroll, whose online destination Scroll.in has become one of the fastest-growing news sites in India. Looking to diversify its audience development efforts, Scroll teamed up with Taboola to target engaged audiences on top sites across the web, and ultimately grow their overall readership. We published a case study that features some of the key highlights from this partnership, including data around how […]
UPDATE 09/24: NEW SPEAKERS HAVE BEEN ADDED (DETAILS BELOW) Online publishers today are experiencing a complicated relationship with technology companies. The rise of social media giants, from Facebook to Twitter to Snapchat, has created new channels for media companies to reach large audiences. But the personalized feeds of information that define each of those platforms also present an additional source of competition for user attention. As audiences increasingly expect personalized experiences, how can publishers adapt their online properties to not only meet the needs of readers, but also compete with the likes of Facebook? Join us on Wednesday, September 30 at 6:30 PM for an in-depth conversation with some of the leading players in online media today: Nick Denton, Founder and CEO of Gawker Media Group Adam Singolda, Founder and CEO of Taboola Ian Fette, CTO at Gawker Media Group Daniel Doubrovkine, CTO at Artsy The event will take place […]
Forrester Research predicted that 2015 will be the year that online brand communities make a comeback, and there are many reasons to celebrate the occasion. Brands have increasingly found that investments in social media communities aren’t paying off. After spending significant time and resources building out Facebook pages, the platform has continually tweaked its Newsfeed algorithm to the detriment of brands, dropping the organic reach of their content to a mere two percent of their fans. Rather than submit to these closed ecosystems, and the whims of ever-changing platform features, brands can regain control of their online communities by hosting them on-site. Below we’ve highlighted some of the ways these communities can drive real ROI for brands. Help Consumers Find Answers Brands can leverage their particular expertise to educate consumers and help them find relevant answers in a timely manner. These efforts provide real value for consumers, and can foster […]