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Web Content Development Seeks Every Ounce of Benefit

Content management systemsWeb content development is more than just the creation of material used on a site. It is thoughtful planning about how to get the greatest benefit out of that content.

Content is an item on a Web site that doesn’t necessarily have to be sold, thrown out or returned for some reason to a manufacturer.

An item in a store must eventually go. It has to be sold because it occupies valuable space. If it doesn’t sell, the store naturally puts the item on sale and often keeps lowering the price until it is sold.

Good retailers usually make sure they have the right items within their inventory and have a decent track record of selling them, even though they don’t always get the price they want.

Web site content can sit there for a long time, even years, collecting page views and costing virtually nothing to occupy space on a server.
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Offline Marketing Strategies Add to Site Brand

Offline marketing tactics

A traditional media business can use offline marketing to boost audience and revenue for its site. Otherwise, a standalone Web business can partner with a local media business if the agreement allows both partners to meet each other halfway.

A standalone site can meet a media partner halfway by helping it understand how the Web site can provide effective promotion in return. It is becoming easy to prove. A partnership doesn’t stop the media outlet from doing its own offline marketing.

A dated and documented plan will go a long way toward building trust, credibility and follow through.

The first half of the plan can explain how the Web site will help the media partner, and the second half will explain how the partner will help build site readership. (more…)

Website Management Needs Cost Controls in Slowing Economy

Revenue decline

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Smart website management requires a balance of both revenue and expenses to achieve a healthy profit and healthy growth.

When the economy is growing strongly, it is of course much easier to grow revenue as well.

Businesses spend more on advertising, they make more money and they often increase their advertising budgets in response to their growth in revenue.

Websites that rely on advertising for most if not all of their revenue will benefit greatly from this increase in advertising.

They may even be tempted to increase their expenses by using the profits to invest in content, people and technology.

So revenue in a strong economy drives growth and brings the expenses along with it.

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Stored in Website Management and tagged , ,

Quality Content Development Mixes Interest and Importance

Content developmentOnline content development often becomes focused on what drives the most clicks to an article, but too much of a focus on clicks becomes pandering.

Pandering undermines the credibility of a Web site. Visitors start to lose confidence in the quality of the site as a result. The practice is not much different than the old bait and switch technique.

Traditional media newsrooms at newspapers and TV stations debate every day what stories should appear on page one or at the top of the news program.

They sometimes erupt into fierce debates about what stories to play at the top and how to present them. The headline, the photos and any adjacent stories become subject to debate.

A common content development strategy has developed for many of them that combines interesting stories with important ones.

Interesting stories tend to emphasize human nature such as personality profiles, quirky behavior, great achievements and the link.

Important stories don’t always attract much viewership or readership. One example is a city council or board of education that passes an annual budget. (more…)

Increase Page Usability with 7 Steps

Page usability is a goal as important as audience and revenue growth.

The three goals are closely connected.

Increasing page usability leads to higher pages per visit and return visits. Higher pages per visit and return visits will produce more ad inventory, which then leads to more revenue.

Various studies have shown that page speed and clutter are the two biggest criticisms that users have about Web sites. Google in particular places heavy emphasis on the importance of page speed as a ranking factor.

It stands to reason that making a page faster and simpler are the two most important recommendations on our list. (more…)

Google AdSense Alternatives Often Bring 6 Added Risks

Google’s industry-dominating AdSense product provides online publishers with enough paying ads to fill an entire site.

Some sites use AdSense to fill remnant ad space that hasn’t been sold to direct sales clients. Other sites are entirely filled with AdSense. Still more use the product with AdSense alternatives. (more…)

Stored in Online Advertising and tagged ,
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