‘Any business with a website is also an online publisher’ is the simple premise of an article in this week’s NMA all about content strategy. ‘Learning New Tricks’ is an interesting reflection on the growing need for all online publishers to move beyond traditional re-purposed online content and actually take time to build a strategy based on their users’ needs, wants and expectations.
The key message is: it used to be OK for companies to reproduce their marketing literature online (in a re-purposed format) but today’s internet savvy consumers demand a bit more in return for their attention. The use of video is discussed, along with mobile and social networking.
However, the question which is not addressed is the simple notion of how to make it pay? Increased conversion rates are an obvious goal but good quality content does give rise to another option: digital advertising. A good online publisher knows his/her content is worth money via the audience it attracts. Obviously a good online publisher will not want to de-value content so any advertising allowed should be of interest to the website’s audience. The trick here is to select niche agencies that can provide the type of advertising required.
The Digital Partnership specialises in B2B digital advertising. We can monetise any B2B website audience whilst it visits your website, even after your unique users have moved on somewhere else online. Check out the website to find out more, and if you are looking to improve the value of your content then ‘Learning New Tricks’ could be for you.
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