Overview: Online Strategy
How should your online presence be shaped?
Is your website working? Do first-time visitors understand what you do, and find the content they need, before clicking away? If not, should you tweak your site or build a new one?
Perhaps you should spend more resources on social, but to do what: engage your audience, convene a community, or simply broadcast your website content?
How can you do both so that your social media presence and your website work together? And what are you measuring, so that you continuously improve?
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More services: start with Communication strategy.
Relevant resources
www.niemanlab.org
the future that Medium founder and CEO Ev Williams sees ... doesn’t include advertising, not even the native advertising that was a key piece of Medium’s plan ... a Spotify-ish model that pools subscribers’ $5 monthly contributions and doles them out to a select group of creators based on how many “claps” the creators get... once they’re in the …
blog.medium.com
the broken system is ad-driven media on the internet... doesn’t serve people... it’s not designed to... “content” we all consume on a daily basis is paid for — directly or indirectly — by corporations who are funding it in order to advance their goals. And it is measured, amplified, and rewarded based on its ability to do that. Period. As a result…
medium.com
One small tag for Facebook, one giant disaster for your favorite publishers... For publishers sharing native ads ... have to tag the brand in the post... that brand’s marketing team gets access to the post’s insights... allow savvy marketers to calculate just how big a margin publishers are taking on these campaigns — and potentially walk away fe…
www.niemanlab.org
The Atlantic expects native campaigns to drive 70 percent of its ad revenue this year, up from 60 percent in 2015... the NYTimes’ branded content division, T Brand Studio, now includes 70 staffers and will “deliver more than $50 million in revenue this year,” up from an estimated $35 million in 2014
digiday.com
BuzzFeed has mastered the art of distributed publishing... 5 billion views per month ... across 30 platforms, from Facebook to Pinterest to Snapchat. In a month it does 3 billion video views, less than 5 percent of which are on BuzzFeed.com.... But BuzzFeed must navigate a thorny transition... What’s the ROI of (brand) cat videos? Marketers al…
www.theverge.com
the next phase of Medium is about linking writers with brands, with Medium acting as the go-between, vetting creators. Meaning, in part, a native advertising hub filled with long-tail content.... There’s going to be sponsorships and branded dollars on the platform. Our vision is to connect quality creators with brands who may want to work with the…
www.linkedin.com
Part 2 of my second weekly roundup, where the overriding theme is innovation.