Industry Dive CEO Sean Griffey on what publishers should focus on.
We’re all aware of the rapid ascent of mobile use—particularly for accessing content. Yet, many publishers in b-to-b media have yet to build out a strategy that fully embraces the platform as both a dedicated asset and revenue generator.
This is precisely why Sean Griffey [pictured], along with Ryan Willumson and Eli Dickinson, startedIndustry Dive, a mobile content producer and tech platform. The company has been making aggressive moves to build out mobile-first content verticals and has also begun licensing its technology to help other b-to-b publishers build their own products.
Griffey, who will be a speaker at FOLIO: and min’s MediaMashup summit on April 16 at the Grand Hyatt in New York, shares some of his insights on mobile publishing and what you’re missing if you don’t yet have a strategy in place.
FOLIO: What’s your general impression of how far along b-to-b media is with its mobile initiatives?
Sean Griffey: It’s wildly varied. Some folks have embraced mobile while others haven’t seriously looked at it.
Overall, the response to mobile is eerily similar to how b-to-b responded to the internet in general. When users first started moving online in the 90s, b-to-b media companies had two main responses. They either ignored online because they didn’t see money in it or they immediately tried to replicate their print magazines.
Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.
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Content Marketing Inst.
I love diversity of the arts. It makes the world a beautiful place. It brings us Beethoven and Yiruma, Carravagio andBanksy. But remember there was a time when each of these fellows was unknown and unheard of, until someone discovered, consumed, and shared their work.
The lesson here for businesses is that, whatever content you create, people should know it exists. Even the most epic content is worthless unless someone finds it, enjoys it, and passes it along to his friends and peers. That’s what great content is all about.
Google’s Keyword Tool helps your content get found. It allows you to identify good opportunity keywords (or phrases) that are popular and easy to leverage. When these words are added to your content (in the headline, copy, or both) people can easily find your work online. So before you write your next article, find out exactly what keywords customers are searching for online and incorporate them in your content.
Here are some tips for using Google’s Keyword Tool:
1. Research, filter, and act
Think of a word or general phrase that you want your business to be known for or associated with — for example, pain management. Here’s what that would look like in the Google Keyword Tool if your match type were broad (estimated):
A recent consumer survey by IDGTechNetwork showed that video plays a vital role in the purchasing decisions of today’s electronics and technology consumers. But it’s not just standard video advertising that we are talking about. They look for a variety of content that will help them make a better informed decision and then tend to act on the information that they’ve found. Here’s a quick breakdown of the survey results.
Before I talk about the results I wanted to give you a run down of how the data was collected. It was an online survey aimed at ‘better understanding the demographic profile of the IDGTechNetwork audience.‘ The research was done via online invitations to complete the survey by ‘editorial stakeholders of sites within the IDGTechNetwork.‘ The responses were collected from April 30th to August 24th of this year.
With an audience of 130 million unique visitors and 2,354 respondents we get a margin of error right around 2%. Of course, that’s about half of the US online audience. It’s hard to say what percentage of the online video viewing audience in the US it is though as we don’t know if all 130 million of them watch video online monthly. I haven’t seen IDG on any comScore or Nielsen report as either a publisher (10th place in May was 11.4M video viewers for Nielsen, comScore is much higher) or an online video ad network.