Publishers must have a clear understanding of content’s contribution to the bottom line

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 26, 2019, 11:32 AM UTC

For paid content distribution to work, publishers must use content, technology and experience.

This article looks at why publishers face difficulties with paid content distribution. With the changing technological landscape, publishers must significantly change their mindsets.

Publishers must, with a clear idea of the impact on the bottom line, create content to distribute it through social and native channels in the pay-to-play format. The strategy must also factor in audience development, understanding how different types of content performs on different channels and ad ops that will connect the revenue generated with the source.

The author states that it is important for publishers to be open to making changes in content performance and website layout. In addition to changing their mindset, publishers must use the right mix of technology, content and experience to make paid content distribution work.

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