Audience Engagement

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Improved reader loyalty and engagement should stand near the top of any trade publisher’s wish list, as they do for some 88 percent of content marketers polled. If you’re catering to a B2B audience, how do you grab their attention and keep it? Here are four tips for boosting your...
In the world of business, including trade associations and professional associations, it may seem as though a large budget is the key to success. In fact, it makes sense, right? The more money your association has, the more marketing, advertising, outreach, and research it can do. While it’s certainly true...
Facebook is undoubtedly one of the most powerful engagement tools being used on the Internet these days, and if you aren’t leveraging Facebook’s tools for your own association, you run the risk of losing out on potential membership enrollment. Also, as more and more people, both in their personal and...
If there’s one thing Warren Buffett knows, it’s how to earn the most money in the smartest way. Buffett, the “Oracle of Omaha,” understands that the newspaper industry isn’t dead. It would be wise for publishers to listen to what he’s got to say. Inland Press reports that in Buffett’s...
Online publishers are always looking for an edge that will help bring traffic their way, but there is a lot to be said for sticking with the basics as well. The one basic rule that has been part of the publishing industry since it started is that you have to...
Over the years you may have had to deal with your fair share of competition from other publications — but the newest crop of rivals fighting for their share of advertiser/audience pie may in fact be brands. As these brands morph into media platforms, traditional publishers will have to respond....
You’ve worked hard to help your trade publications’ reputation for depth of thought and editorial integrity, but at the same time you’d like to take full advantage of social media so the mass market can discover your association content. Well, you’re in luck, because you absolutely can “go viral” without...
When it comes to social media platforms, one of the least revenue friendly is Instagram. Unlike Facebook, YouTube and Twitter where companies can embed links and even monetize their content, Instagram is a stripped down social media platform that only allows the sharing of pictures. When it comes to newspapers...
  Social media is a fact of life for businesses of all types, and as a result, it’s also a fact of life for professional associations that want to get ahead. Your members expect to be able to connect with your association through social media, but they also expect to...
The Pew Research Center released its report for the state of the newspaper industry in 2015 using 2014 numbers and the results are a jumbled mix. According to the report published on Journalism.org, the overall circulation for newspapers dropped from 2013 to 2014. But there are some interesting facts that...
Magazines have been known to sponsor live performances by prominent musical acts or put together lavish awards shows to advance their subject matter, but most magazines would never think about turning their content into live performances. If you want to find a copy of Pop-Up Magazine on your local news...
If you are a digital publisher, you probably know your brand identity very well – you are a communicator, after all! You know your niche vertical, what you represent (and what you don’t), and the value you bring to your audience. Still, sometimes it’s a struggle to establish a deep...
Facebook is the undisputed king of social media (for now,) and this means that if you plan to target any potential new members with marketing materials through social networking, you’re going to have to rely on Facebook for at least part of the job. Thankfully, Facebook makes it relatively easy...
It is said that those who can adapt to technology the fastest are the ones who will generate the most profit. In some cases, adapting to technology does not necessarily make everything better. For example, Apple is preparing to launch the first in a line of products it calls ‘smart...
If you’re convinced that digital publishing is the future of trade publications, then you might be surprised at how many publishers seem to be looking to the past. An increasing number of online publications have made a point of either maintaining their print editions or have changed their focus to...
Facebook has announced that it will open up a platform that will allow publisher websites to host their content on Facebook and the social media giant will pay the publishers a portion of the profits. It sounds great, but it is a deal that should be scrutinized closely before a...
Do you know the difference between audience engagement and clicks? Or, for that matter, audience engagement and likes on social media? Sadly, too few publishers or business owners do, but don’t feel bad … even the New York Times has been struggling with this issue as of late. The fact...
When it comes to creating content for your organization, it’s critical to not only know your audience, users, and members, but also to know whether your current content is engaging this audience. The fact is, you have to know your audience in order to know what types of content will...
Information is always in demand and more publishers are starting to realize that all they need to do to maintain a profit is shift the way they deliver that information. There was a bit of apprehension among the newspaper publishing community when the Internet started to become popular, but numbers...
Undoubtedly, ads are a major part of your publication’s survival. After all, in order to keep consumer costs down, you need to rely on ad revenue, and this revenue also allows you to build relationships with local, regional, and national businesses while creating the foundation for credibility. Unfortunately, it can...
Social media remains a key avenue for professional and trade associations to market themselves and connect with their members. Twitter remains one of the most important large, mainstream networks. But it can be challenging for organizations that are targeting professionals to deliver a lot of value or have a big...
If you’ve spent any time on the Internet, and more specifically, on social media, you’ve likely seen the headlines: “20 Celebrities Who Grew Up Homeless”, or, “15 Hairstyles You Never Knew Existed”. Such headlines, often associated with sites like BuzzFeed.com, are meant to get you to click, but unfortunately, they...
During a recent webinar, RealMatch was fortunate to have expert speaker Andy Steggle conducting a session entitled, “Measuring Online Engagement & Return of Investment.” These issues are central for both trade publishers and professional associations that work hard to provide members and readers with information that they can monetize in...
It’s likely that if you’ve spent any amount of time in 21st-Century America, or even in the 21st Century world, you know the New York Times and you know Instagram, but what you might not know is that Instagram has become a strategic tool in the New York Times’ marketing...
If you follow the world of Internet content, then you probably had a feeling that there was going to be a point where there was too much content and not enough readers. MarketingProfs.com did a study that looked at 13.8 million pieces of content that was posted online from January...
If you run a publishing website and are unfamiliar with Parse.ly software, then it is time for you to get familiar, and quickly. In 2012, Parse.ly offered its first analytical software called Dash and it was an instant hit. The software offers detailed insight into what topics and articles are...
The Internet has undoubtedly revolutionized the way that everyday people organize and interact within their lives, but it has also completely changed the face of business, industry, and marketing. Today’s business owner relies more and more on the web in order to promote his or her business, and marketing professionals...
Email has become one of the most valuable tools for both individuals and business owners, and when the two mix, consumers become a major part of what email has to offer. Unfortunately, because email has become such a huge part of many people’s daily lives, it can tend to become...
If you’re a savvy trade publisher, you already know that video is one of the keys to success in marketing your business throughout 2015 and beyond. But when it comes to demographics, who are you counting on to bring about the most revenue? While white males in their late teens...
Publishers are contending with new demands from advertisers, which is resulting in a shift in the key factors that drive ad rates and revenues from brands. Many advertisers are becoming disenchanted with page views and instead are looking to engagement as a better metric of whether their ads are being...

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