If it was just about writing the darn articles, then the online media business wouldn't be as tough as it is. However, because some think it's that simply, it makes the industry that much more competitive. This is why the stories in this online media news roundup are so important: they illustrate the nuances blogs and online publications need to think about to set the bar high and to be successful in digital content. Below are the latest and most important stories in digital content and online media:
It's Not Just Getting Positive Press, It's Amplifying It Too
In content marketing, the new trends that's working really well for brands is a combination of earned and paid media. This is when brands are paying specifically to amplify and to syndicate earned media, particularly earned media that's positive. Publishers are experimenting with this combination as well, purchasing paid promotions on social media to highlight content that they want to highlight. The New York Times is experimenting with allowing brands to place specific ads with specific articles, and then allowing those brands to share those articles.
Readers Don't Like Gimmicky Content
It's unfortunate that something like this finds its way into the news roundup, but it bears repeating that an attractive headline on a crappy article will generate traffic while leaving your readers cheated and unsatisfied. Link baiting will hurt your brand in the long run, even though there is the short-term benefit of the traffic and the boost in advertising revenue. Readers don't like it, and without your readers, your blog/online publication is nothing. Also keep in mind that when blogs and online publications participate in this kind of content practices, it hurts the entire industry as well as the particular website. If one is willing to link bait and to cheat readers, then they will be suspicious of other websites. Also, put out one horrible piece of content and risk being labelled a link-baiter and publication just out to pull in advertising revenue.
Tailoring Blog Content for Local Search
Many blogs and online publications with a local twist, especially those starting out, often fail to include enough "local" into their content. This makes it tough for them to have their content rank for local search queries, to leverage local events, or to tie their niche to the local scene. This article from the Content Marketing Institute offers eight great tips on how a blog, online publication, or a local business can tailor their content toward local search. Two of these tips: using social media to promote posts (so many forget to do this, or don't do this enough/well) and nurturing your audience. You don't want to write just for the search engines!
Content Curators Aren't Without Impunity Either
Content curators and syndicates such as Medium.com (which also employs a few writers and editors) typically don't create a lot of their own content. They find great work, and then share the great work. What's in that great work, and whether or not it's true or false, isn't the responsibility of the curator. However, a few hiccups with Medium.com platform might be changing that perception. Several posts have gotten onto the site that have been misinformation or mindless rants, and something should be done to ensure that this doesn't happen again. It also means that companies like Medium.com need to decide whether they are software companies or publishing companies, and ought to act accordingly.
