The Content Strategist
I talked to Edward Lichty, Medium’s corporate development and strategy lead, about Re:form, the company’s branded content experiment, the interesting way they're selling sponsored content (engaged time, not pageviews!) and what Medium has planned for the future of its creative services team.
But brand publishers don't want clicks; they want people to spend time with their content in hopes of building lasting relationships with an audience and achieving true ROI. If it's dumb to measure the success of your content based on pageviews, it's even dumber to pay for those pageviews.
In this report, we examine how flawed metrics came to dominate the media world, and how a growing movement has emerged to replace them with superior indicators of success.
All of the existing analytics tools on the market are still built to solve a different problem than the one brands face. In our research over the last year, we've found that most brand publishers and the vendors that service them are still measuring success using the metrics of a publishing business that's fundamentally different than the one they're in.
If “You Won’t Believe What Happens Next” headlines let you dominate all the popular traditional metrics, could that mean we’re not measuring the right things?
Positivity farms like Upworthy aren’t the only publishers weaving distribution strategies into their DNA. Brand publishers are, too.
There’s been a common refrain in the tech and media worlds these past few months: What the Zuck is going on with Facebook?
If Mark Zuckerberg is a landlord, then Upworthy, one of his most popular publishing tenants, just got kicked to the curb. But like any feisty New Yorker, they're fighting back.
Remember when pageviews were the dominate metric of the Internet? Today, with publishers rapidly de-prioritizing page views, it’s starting to feel like an artifact of bygone days of the web, when “Mobile” was just a city down south. Instead, publishers are adopting two practices to deliver value to brands: creating high-quality custom content programs, and…
