The digital marketing landscape is ever-changing thanks to innovative technologies, shifting consumer behaviors, and the growing importance of data. As we approach 2024, this evolution shows up as a variety of opportunities for publishers to effectively connect with readers, attract advertisers, and maximize revenue opportunities.
This guide on digital marketing for publishers will help you explore key must-know trends and strategies to capitalize on and succeed in this dynamic environment. Let’s get into it.
Top digital marketing trends in 2024
There’s never any peace for those of us trying to stay on top of the latest digital marketing trends. Here are a few of the biggies in 2024:
Influencer marketing continues to soar.
In 2024, influencer marketing is anticipated to reach over $21.1 billion, up from $9.7 billion in 2020. Increasingly, publishers harness influencers’ reach and trust to increase the value of their content, build brand awareness, and drive engagement.
Video content remains essential.
By 2024, the average internet user will consume over 100 minutes of online video content per day.
It’s important to recognize the potential of video content as a powerful tool for keeping audiences engaged. By leveraging a variety of video formats, such as live streaming, vlogging, and video podcasts, you can better connect with your target market. Experiment with social platforms like TikTok and YouTube to see where your audience interacts most with your content.
Subscribe to subscription models.
The digital subscription industry continues to experience significant growth, presenting publishers with an excellent opportunity to establish subscription-based models that generate steady, recurring revenue streams.
Identify the subscription model that best caters to your target audience’s preferences and requirements, whether an all-you-can-read, pay-per-article, or tiered offerings approach.
Harness the power of voice.
As voice technology becomes increasingly sophisticated, so do the possibilities for content consumption. By 2024, the number of voice assistants is expected to reach 8.4 billion, creating new methods for publishers to reach their audience.
Build a presence on voice-activated platforms (Amazon Alexa, Google Home), and seek the help of influencers in your niche to promote your voice-based offerings. Additionally, consider creating audio versions of your content to meet the specific needs of voice-activated users.
Exploring useful digital marketing strategies for publishers
Harness the power of data analytics.
Data-driven marketing is essential for publishers seeking to personalize experiences, better understand audiences, and optimize marketing efforts.
Netflix is a prime example of leveraging data analytics for business decisions. Netflix’s data-driven culture has resulted in better recommendations, customer retention, and their ability to create popular original content, like “Stranger Things.” By analyzing viewer behaviors, Netflix can determine the content with the highest return on investment.
Prioritize mobile and cross-platform experiences.
With over half of global web traffic from mobile devices, publishers must prioritize delivering seamless, cross-platform experiences.
A responsive website design and consistent brand across all platforms provide a superior user experience and encourage audience loyalty and growth. Test your website’s mobile responsiveness and optimize it to ensure fast load times, clean design, and easy navigation. Consistently evaluate and analyze user engagement metrics across all platforms to identify areas for improvement.
In 2020, The Guardian, a UK-based news organization, redesigned its website for a more mobile-friendly experience, given that nearly two-thirds of its readers view it on mobile devices. The revamp resulted in a 42% increase in mobile homepage views. By focusing on making all elements responsive to different platforms, The Guardian has enhanced its user experience.
Optimize your content for SEO.
Search engines are critical in driving organic traffic to publishers’ websites. By leveraging SEO best practices, publishers can enhance content visibility and drive growth.
Create a coordinated SEO strategy that includes keyword research, on-page optimization, and link-building efforts. Get influencers in your niche on board to contribute guest posts, participate in podcasts, and collaborate on content to increase the number of backlinks to your website, improving search rankings.
Etsy, an e-commerce website focused on handmade or vintage items, constantly promotes and educates its sellers to use SEO to increase organic traffic. After realizing that many of its users discovered products through search engines, Etsy adopted an SEO strategy, providing tools and education to sellers to optimize their product listings for search. As a result, Etsy and its sellers experienced an increase in organic traffic and sales.
Leverage social media for content distribution and audience engagement.
Social media offers a powerful channel for publishers to share content, foster engagement, and build brand awareness.
Develop a consistent posting schedule unique to each platform to maximize reach and engagement. Incorporate social sharing buttons and interactive elements into your website to encourage sharing and create user-generated content.
Chipotle became a social media sensation during the 2020 TikTok boom with its #GuacDance campaign, leveraging the power of user-generated content. The campaign resulted in the highest-grossing guacamole day slot in the company’s history. It became one of TikTok’s highest-performing branded challenges in the U.S.
Key takeaway: Digital marketing for publishers continues to grow and evolve—as should you.
By staying ahead of trends and incorporating strategic digital marketing efforts, publishers can unlock new opportunities in 2024. Remember to harness data analytics, leverage the power of influencer marketing, and develop innovative content strategies to succeed in this evolving landscape.
