Building a single platform for all types of content can help publishers boost ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 24, 2022, 4:43 AM GMT+0

Publishers must try to bring all their content into their own app and integrate it with their website.

Subscriptions and memberships are set to emerge as the most important, if not the biggest, source of revenue for publishers. But along with prioritising reader revenue, media companies must ensure they align reader revenue solutions with other areas, such as audio, podcasts and audio versions of articles.

Businesses must focus on creating their own platform that can offer all their content, ranging from articles and video shows to podcasts and newsletters.  Additionally, publishers can revisit archived content and identify pieces like timeless interviews, interesting profiles on historical figures or investigations.

Republishing archived content with updated information and making them SEO-friendly can help businesses boost their marketing ROI. With the influx of streaming services and platforms, publishers must also underline how their streaming services or content would give more value to customers. They must set goals in advance and clearly communicate their value proposition.  

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