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IMS UPDATE

Our thoughts and ideas in one place

If Your Newspaper & Website Aren’t Working Together, They’re Not Working

Increasing unduplicated reach print and online is an effective way to build reach; yet:

  • About half of print readers say the newspaper website is essentially the newspaper online
  • More than four in 10 online users say the printed newspaper and website have about the same content

One result: lower readership and use of both. This is particularly true of younger adults, a vital audience if you are to build use of digital products.

Our suggestion: audit content on both products to ensure they are complementary not repetitive; then, promote these differences on each platform.

Future IMS Updates will discuss how to do this.

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Suggestions for Using Integrated, Cross-Channel Marketing

Our new research shows 90 percent of Americans use the Internet, 70 percent own a smart phone, almost six-in-10 use at least two social media sites, and more than half still read a printed newspaper.

With the changing media environment, the need for integrated multi-platform marketing is vital to the success of virtually every program and campaign. This is particularly true for reaching younger adults, the vast majority of whom rely on digital devices for all types of news and advertising information.

Some suggestions:

  • Make your marketing program synergistic; make sure your message is clear, concise, consistent across all channels, and includes a compelling call to action
  • Know your target audience, what they use, when they use it (consumers use different channels at different times of the day); relatively inexpensive online research can answer these questions

Understand that consumer behavior varies by channel; they often use one to research a product or service, and another to buy.

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A New Mindset to Building the Media Business

New research from American Opinion Research (AOR) indicates that newspapers, magazines, websites and other media need to look at things differently today to add readers, users and build market share.

  •  Readers and users are in command now

Consumers can acquire information about almost any topic, where they want it and when they want it. We need them more than they need us.

  • AOR Research shows uniqueness rules

Where your products are perceived as providing information unavailable elsewhere has become a primary predictor of readership and usage; something to consider when selecting content and developing marketing and promotional campaigns.

  • Focus on building reader and user frequency; worry less about the hard-core customer, and the hard-core non-customers

Attracting hard-core non-customers is expensive. You already have market share among hard-core customers. Target those in between. Research can tell you which is which.

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Three Practices to Keep In Mind When Writing SEO Content

Strategies for effective Search Engine Optimization have changed significantly over the past several months, but one thing that has remained consistent the importance of well written, relevant content. Relevant content is king when it comes to the search engines. It is the most important factor Google and Bing look for when deciding where your website ranks in the Search Engine Results Page (SERP). It’s important to consider several things when writing high quality, relevant, SEO-friendly content for your website.

  • Know your keywords and phrases you’re targeting. This will allow you to write specific and relevant sentences for each keyword and phrase
  • Use precise headings for each section; it's more effective if you use your targeted keyword or phrase in the heading. Headings are used to indicate what people will find in the content and also search engine crawl bots will know what a searcher will find. Always keep in mind the primary reason people go to search engines is to find answers to questions, needs and interests. Also, remember the Heading Tags are for Headings Only. It’s easy to forget while using the WYSIWYG tool in WordPress or any other content management system (CMS) that headings have a specific purpose and are not to just change your font size
  • Make your internal linking interesting. Think beyond the simple “click here” or “learn more;” think relevant informative “anchor text.” This will indicate exactly where a person will land within your site and also ensure crawl bots know exactly the page.

Keeping these three simple practices in mind will lay the groundwork for writing great SEO-friendly content for your website.

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