Marketers need to become engagement publishers

Engagement is becoming important in the online marketing world. It is important not only to create quality content, but find a way to distribute it, build and engage with an audience to build value and sustainable business.

This is one great post i recommend reading if you are an online marketer.

That Independent Web is where you get high engagement and a lot of passion. It is also where a lot of social action like tweets, shares and commenting takes place. Marketers are increasingly seeing those kinds of actions as indications of engagement and that’s what they’re looking for.

At this point, marketers have pivoted: they're not just putting their marketing next to content, but actually creating content themselves – or underwriting the creation of content. And then they encourage the sharing of that content and creating ecosystems where that content circulates. They're starting to see an ecosystem of paid, owned, and earned media that they're very interested in feeding through social interactions and content marketing.

We've found that you need a few things to make social interactions online meaningful and valuable to both marketers and our Federated Media Publishing community of publishers and sites. Number one, you need scale. But number two, you need a platform so that that scale can be gathered into a single place – an efficient place so a marketer doesn’t have to, for example, execute a thousand ad units on a thousand different sites.

Is your content and strategy driving any value?

Marketers have been very interested in understanding how their content is amplified in the past few years. Was it tweeted a lot? Did people comment on it a lot? Did people link to it from other blogs and so on? We started at first by counting all of that by hand and then reporting it back to the marketer. That is now becoming an industry standard earned media metric.

damienarlabosse Dash - discover what you need to blog about

It's no secret that blogging is a game of page views. Without good analytics, blogging is all about watching, intuition and guesswork. After you've done some of that, you write some spaghetti posts, throw them at the wall and see what sticks. Dash gives publishers the motherlode of data about page views and how to get them. It shows them the past and the present of their site, and its ability to measure Web-wide trends offers a glimpse of the future. has been impressive from the start. Google should eat them up and offer this for free, disrupt the blogging world by allowing anyone, and not only large companies with budgets who can afford this service (starts at $499/mth), access this information and put everybody in fair competition.

A tool like Dash gives a site a huge advantage in the short term. While some sites putter along without this kind of detailed feedback, the ones who have it could dominate. The ability to see exactly which topics and events need covering, and exactly how to cover them for a particular audience, is a sort of online omniscience.


Tumblr - the accidental social network

What’s next for Tumblr, which just raised a bunch of money

That's $4.5M in 2008, $5M in 2010 and Sequoia is leading a round that will add “between $25 million and $30 million” in funding at a valuation “in the ballpark of $135 million) 

and brought in some senior management? Well, monetization, for one thing. Karp said Tumblr is pursuing “novel approaches to revenue,” including selling blog themes.

At 15 billion page views per month across more than 41 million blogs, “with that many page views we could throw AdSense up there tomorrow and be profitable,” Karp said. But that’s not what he wants to do.

Yeah Adsense is defintiely not the way, not something Tumblers will like to see on their blogs.

The most interesting thing here is his feedback about the network effect:

When the site really took off was when the curators — people who primarily respond to other Tumblr users’ content by “reblogging” it on their own pages — came on board.


The demise of quality content on the web

I remember exactly when I decided to stop reading Mashable. I saw the headline Facebook Users Beware: Facebook’s New Feature Could Embarrass You on Twitter, clicked through, hunted for the words of the article among the sea of ads and social sharing

I’m sure the article was great for traffic, though. It is the perfect linkbait title backed up by a perfect SEO-ified URL (/new-facebook-feature).

I think I’ve finally hit the limit of my tolerance for web content that’s designed to make advertisers happy.

I used to believe that if you write with passion and clarity about a topic you know well (or want to know more about), you will find and build an audience. I believed that maybe, if you’re smart about it, you could find a way for some part of that audience to pay you money to sustain whatever obsession drove you to self-publishing (and to do it without selling your soul in the process).

All great points!


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