Digital Marketing Tactics for Publishers
Written by: Rashmi
The dawn of pandemic in 2020 threw several challenges to every industry. And it was much harder for print publishers who struggled to survive the lockdown period. Only those who had already embraced digital saw a boom in their revenues. They accelerated their shift to the digital sphere and got readers into the habit of paying to read good journalism.
The result? Pandemic’s economic turndown wasn’t so bad for them. New strategies were put in place and the market shifted to online world.
Keeping all this in mind, it is not wrong to say that the time has come when publishers should embrace digitization as quickly as possible. Yes, people are consuming more content than ever but the channels have changed. It is no longer limited to print but has moved way up to digital devices. And to succeed in that, publishers need the best of digital marketing tactics and strategies.
5 Digital Marketing Tactics Publishers Should Know
1. Create Presence on Different Digital Channels
To incorporate digital marketing tactics, publishers ought to create a digital presence first. The potential digital channels include your website, social media profiles, review platforms, online publications, and much more. It’s better to be present on all the major platforms where your customers spend time every day.
To form a marketing strategy, these channels can be dissected into:
Owned Media: That digital channel where you have complete control. It includes websites, blogs, and your social media accounts.
Paid Media: Channels where you pay money to get traffic. It includes pay-per-click ads, display ads, influencer marketing, etc.
Shared Media: These channels include social media platforms that you don’t own but have some brand pages that are owned by you. Think of Facebook, LinkedIn, Instagram, Pinterest, etc.
2. Find The Right Digital Publishing Tools
Why are we talking about tools when the article is about strategies? Well, focus on the big picture to understand this.
The shift from print to digital is a tricky one and to make it smooth, you have to use the right digital publishing tools. The ones that allow the freedom to publish without any technical hiccups. For instance, BOLD CMS allows editors and writers to create, curate, distribute content effortlessly. You also get a bespoke infrastructure and a dedicated support team that works with you to meet the marketing goals and strategies.
3. Plan A Strategic SEO Push
Search Engine Optimization or SEO assists you in securing a higher rank in Google search results when people look for publishers online. In simple words, it focuses on getting your content found by the right audience.
No one wants to go to the 10th page of Google results to read about something. So, if publishers want to stay on top and hold that position, they must put the best SEO strategies to work. These can include keyword research, link-building plan, website optimization, and quality content.
4. Don’t Just Rely On Organic Traffic
Since the competition is already soaring high, depending only on SEO is not a wise step. Publishers should also invest in PPC advertising, email marketing, and video marketing. By sending carefully crafted and personalized messages to a clean email list, your efforts to build a dedicated audience base can pay off. They will get accelerate the digitalization process and get more potential leads.
PPC advertising, for instance, will get you the top spot quickly, provided that you avail Google’s PPC ads where you have to pay every time a user clicks on the advertisement to check your website.
Follow A Data-Driven Strategy
There is no standard formula for success in digital marketing. So, you have to create strategies based on data, evaluation, and analysis. To understand how well a strategy works, it should be pushed into the open. It is after the launch that publishers should see how well it performed and what are mistakes that could be worked upon.
This can again be done using advanced analytic tools like Google Analytics, Moz, etc. Later on, the same data such as the ROI of marketing campaigns, competitive analysis, conversion rates, page views, etc., help in creating a data-driven strategy that is more relevant to the market.
It won’t be wrong to say that we are living in a digital era and to stay on the top, publishers must align their journalistic endeavours with their business goals.
If you are also willing to begin your digital journey, schedule a demo today. We have helped top publishers like Fortune India, and The Bloomberg Quint; and it’s time to assist you too