With emerging digital publishing technologies focused on getting content faster and more effectively to end users across different platforms and devices, the long-held belief that content is king is gaining more traction in a world where behaviours of digital natives are defining how publishers and brands deploy their strategies.
But the proliferation of social media platforms and sporadic behaviour of digital natives brought with them the challenge of sifting through an avalanche of information that is available at any given time. How is a content publisher then able to gain and sustain attention? It comes down to just one thing: a content marketing strategy tailor-made for a specific audience.
“Great [content] marketing [strategy] entails first determining what your objectives are and what you would like to achieve,” says Jade Osiberu in a tweetchat with The Guardian. Jade is creator of hit Youtube series such as ‘Gidi Up’ and ‘Rumour Has It’; and will be speaking today alongside other panellists on ‘the future of digital publishing’ at a The Guardian-hosted event at the Social Media Week Lagos 2017. Osiberu believes that defining the objectives for publishing content from the outset is crucial in avoiding the application of the “wrong strategy”.
For instance, New York Times announced in November 2016 that it had reached 1.3 million digital subscriptions base and its digital advertising revenue represented 36 per cent of the company’s advertising revenue. While its competitors publish contents with eyes on increasing the number of unique visitors, the Times’ strategy focused on increasing its earnings from subscription.
“Many of our competitors focus primarily on attracting as many ‘uniques’ as they can with a view to building an advertising-only business … We see our business as a subscription service first, which requires us to offer journalism and products worth paying for,” the company said in an internal memo posted online. The 12-page memo outlines a strategy to double digital revenue by 2020 to the tune of $800 million.