Time to Roll Out the Digital Red Carpet

Are you constantly refining your media company’s digital strategy? Hope so–because the digital space is literally transforming in…….micro-moments. Niche media companies need solid monetization strategies for social media, native ads and other content. They need to know what’s working best right now to drive online ad revenue. Staying informed and even ahead of the curve is the key to success.

Here are some key online revenue areas for niche publishers to focus on in 2018:

It’s going to be all about the customer-centric experience on your website.

It’s not enough that your website is user-friendly and search-friendly.Google announced their mobile-first algorithm will launch in early 2018. That means it will start indexing mobile content and use it to determine ranks in its results. “Mobile-first as a must” design means survival. And the rapidly increasing (conversational) voice search that comes with it means publishers will have to re-think their SEO strategies. How will your content interact with the customer in 2018 to provide that experience that keeps them coming back for more?

No pause here–the growth of video marketing has been totally astounding.

According to a Wall Street Journal report, online video consumption increased by a factor of 10 between 2011- 2016. And it’s anticipated that video marketing will continue to grow exponentially. Look for mobile video to become king: mobile video spending grew by 145% year-over-year to nearly $4.2 billion.

Take a walk on the dark side of social.

It’s totally human nature to want to share stuff you find online with certain friends or family through instant messaging, texting, emailing, etc. And “Dark Social” makes it hard for marketers (and niche publishers) to truly measure social media ROI . But know this:  84% of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via private, dark social channels. Explore tech tools that can help you better track your content-sharing.

Everyone is still grappling with the right metrics to determine digital ROI.

Such a work in progress! The old metrics—like CPM (impressions), CPC (clicks), and CPL (leads) still don’t tell the whole story and in not enough detail. Some marketers are even considering a “cost per experiment” metric, by running experiments and measuring the outcomes. This is an area to continue to watch closely as even more of the marketing budget is allocated to the digital spend.

Stay tuned for next week when we dive into the advent of mobile-first, voice SEO! Lotsa changes, Niche Nation!


About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast…who sometimes gets carried away.


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