New guest post by Richard Greenwell, Head of Affiliate Development and Operations at Affilinet UK.

There are millions of publishers out there, all fighting for audience share, and now more than ever there are more tools to help you understand your audience and drive your content to the right places.

Do you know who your audience is?

You may think that you have a good idea of what your audience is, however the data may suggest otherwise. There are plenty of free tools available in the market that you can use. Hitwise gives a fantastic overview of where your traffic comes from including key demographics such as ABC data, which device your traffic is coming from, what part of the country, where you drive traffic to, and so on.

Similar Web is another tool that gives out a huge amount of information with zero cost attached. This includes average time of site visit, bounce rate, where your traffic comes from etc.

Using these tools can give you a great overview of who your audience is, and what their behavioural habits are.  This data needs to be constantly viewed as parts of your strategy may bring in new audiences to your site.

Be active

Once you understand your audience, you are in a better position to shape your strategy. It’s important to be as active as possible (without being annoying).  Writing a couple of articles a day, will help maintain your SEO rankings and drive traffic to your site.

Visual Content

Visual content continues to be on the rise. In a recent poll, 37% of marketers stated that visual marketing was the most important form of content for their business.

With this in mind, tools such as Instagram, and Pintrest will continue to see growth in 2018.

To take advantage of this trend, create visual content where possible, including embedded images. Doing this will enable other sites to take your images and back link to you, which drives more traffic to your site.

Maintain you voice

To maintain the trust of your audience, it’s important to maintain a consistent voice. If it becomes clear that the focus of your site has changed (independent blogger to a purely promotional vehicle) this can result in a drop off in your traffic and ultimately impact your revenue.  Any successful publisher will tell you that it is hugely important to maintain your integrity as you grow.

Social Media

Used correctly, Social Media can be a fantastic outlet for your business.

Business Insider’s distributed arm known simply as Insider, made the choice in 2016 to focus mainly on Instagram instead of Snapchat, primarily through the Stories functionality. By using what is essentially a clone of Snapchat’s best feature, Insider has driven an additional 5.2m views in September 2017 across its 7 different accounts, which vary from a focus on travel, food and design which has led to

Still not convinced that visual content is the way forward? Here are a few stats:

  • 32% of all internet users are using Instagram
  • 17% of all teens say Instagram is the most important form of social media
  • Instagram stories has 300 Million Daily users
  • Median age of users on Pinterest is 40
  • Pintrest has 175m active users

It’s not just “traditional” visual content platforms that are worth evaluating.  Whilst Facebook Live video hasn’t seen as much success as hoped, Twitter is offering hope to some sites with two distinct advantages.

  • Publishers can monetise clips from their videos with pre-roll ads
  • Twitter heavily promotes new content themselves through their streams

Twitter has a reach of 13m in the UK alone so the audience is there.

To say it’s important to have a sound social media strategy is an understatement. Post every article that you write to your social media platforms. Additionally, every article that you post should have a sharing functionality at the bottom. You never know who is reading and their ability to share your content is crucial for growing your audience.

Edited and prepared by Amy Murphy, Journalism student from DCU.


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

 

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