RebelMouse Talk to Us
Publishers, This Is Your Ticket to Content Diversity

Publishers, This Is Your Ticket to Content Diversity

Sometimes 2018 has felt like a broken record. It seems every industry shift this year has been a result of Facebook's friends-and-family algorithm change. The January update put publishers on a scrambled path to diversify their distribution strategy, and in turn, the entire digital ecosystem changed its course. For one, search made a comeback, and that's been an exciting change. It's invigorating because it's a signal that readers are willing to consume content outside of the platforms — a shift from the tug of war we've been seeing these past few years between brands, new media companies, and platforms that are all trying to claim the upper hand.


But publishers are still trying to navigate exactly how to diversify their content away from platforms, including Google. BuzzFeed News CEO Ben Smith recently told Digiday that there is no "silver bullet" strategy for mature media companies looking for the right way to prioritize the platforms. Each and every web property needs a diverse business model to grow. "We were very dependent on Facebook in 2013. We've become steadily less dependent on them. Our strategy is to figure out quality news on every platform," Smith said.

BuzzFeed News' mission to find the right way to deliver their content on every platform is what publishers should be focused on as 2018 comes to a close. It's quite the puzzle to figure out exactly how to prioritize social channels and content outlets, and sometimes the data can be confusing.

Diverging Data

Content creators for brands, new media companies, and news outlets already have a lot on their plate. They need to not only create quality content, but also stay on top of their readers' emotional temperature with the platforms. While data shows that users check social media primarily to keep up with friends and family, 41% still say they use social to check out the latest news — and that can include updates from any type of page they follow. Let's take a look at the latest shifts in social, and the strategic questions they ask.

Video: The pivot to video created a shockwave throughout the publishing world. But the dramatic all-in strategy shift proved to be misguided in the end. Nearly two years later, confidential information made public in October 2018 revealed that Facebook may have grossly overblown metrics when the rush to video first began.

Still, recent data indicates that video ad revenue now accounts for 25% of all digital advertising in the United States. The report from eMarketer shows Facebook and Instagram's video ad revenue will make up around twice that of YouTube's, at $6.81 billion. YouTube is positioned to make $3.36 billion this year. So should publishers be focusing on a video monetization strategy?

Chart from eMarketer.

Instagram: While this year has been rocky for Facebook, 2018 has definitely been the year of Instagram. IGTV launched to give YouTube a run for its money, and Instagram Stories began to race ahead of Snapchat. This year, the platform served as a reprieve from Facebook, with less content saturation and a more personal, easier-to-understand algorithm. The viewership speaks volumes, too.

Check out these figures from PR Daily:

  • Instagram has more than 1 billion monthly active users (MAUs) or more than 13% of the Earth's population.
  • The typical user spends an average of 55 minutes per day on Instagram.
  • User engagement is 58 times bigger on Instagram compared to Facebook, and engagement per follower is 120 times more compared to Twitter.
  • 72% of Instagram users have bought a product they saw advertised on the app.
  • Instagram currently has over 25 million active business profiles.

With such impressive stats — 55 minutes per day using one app! — should your content strategy prioritize Instagram?

Facebook: Facebook's crazy year has been well documented. Thanks to the Cambridge Analytica scandal and #DeleteFacebook movement, the platform has had a hard time regaining trust. Regardless, it's where a lot of everyone's audience lives.

In August, Facebook went down for nearly an hour in Europe and North America. According to Chartbeat, during that time direct traffic to news sites increased 11%, and search traffic to news sites increased 8%. This illustrates how much of a massive audience there still is on Facebook. It's an audience that doesn't just read news, but is also willing to engage with quality content that's relevant to their interests.

With so much traffic living on Facebook, should you still be spending time and resources figuring out the tricky ways to grow organically and monetize on the platform?

The answers to these questions lie in the hands of publishers.

What's the Right Answer?

While the data and messaging may vary around the social climate, one thing is clear: People are still consuming content on the platforms. It's why Apple News is trying to court more publishers who have grown cold toward Facebook. Despite Apple News' efforts, publishers are still wary, citing this common problem with the platforms:

"Working with platforms is a damned-if-you-do, damned-if-you-don't proposition. Publishers don't want to invest a lot in a platform, only to get little audience or revenue in return. On the other hand, if things go too well, the publisher is dependent on the platform that calls the shots, putting a lot of its business at risk if the platform makes a business decision that adversely affects the publisher. Publishers are aware of being burned before and have wised up."

—Lucia Moses, Digiday

With publishers wising up, and platforms still controlling a large audience block, where does digital go in 2019?

Answer #1: The Right Technology

The easiest answer is to create content on a full-stack tech solution that's designed for both social distribution and sustainable site growth. As we enter the next year, there can no longer be two separate boxes: tech and strategy. They have to work together to navigate algorithm changes, fickle readership, and complete platform disruptions.

Answer #2: Don't Give up on Platforms Entirely

At RebelMouse, we power media properties that are growing tremendously on Facebook. Instead of discrediting the platform entirely, we've leveraged the audience that still lives on it. We recently were able to experiment with video in Instant Articles to not only grow engagement, but web traffic and SEO, too. It's how we merge mediums to maximize their potential.

We have other clients moving the needle with subscription models, content hubs, and community-based networks. The answer to the questions above isn't about where to prioritize, but rather how to cater each piece of content to the platform or medium that makes the most sense for your business. It requires a deep understanding of your site's own universe of creators, and leveraging their passion to build organic loyalty and real audience growth.

A snapshot of how RebelMouse clients grew on Facebook in 2018.

Answer #3: Mix up Monetization

Diversifying also means not relying on a single-layer monetization strategy. Instead of investing in internal development teams and a custom, in-house CMS, it's important to focus on lean tech that will solve all your problems at an enterprise level without legacy costs. RebelMouse is a lean-tech solution that cannot only create a fully customizable site, but also can give you developer guidance, design, content strategy, and, most importantly, free up resources to allow you to experiment with new revenue streams.

By blending tech and strategy, our clients aren't vulnerable to the whims of the platforms. Distribution and content diversification is built into our product. Our CMS is structured so every article is set up for success on site, search, and social, and optimized completely by the content creator. Get ahead of the next big pendulum swing in this tumultuous ecosystem that's bound to change many times more in the coming year. Request a proposal to see how we can help you today. We also offer our traffic-focused strategy services without the need for a full site replatform.

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

Why RebelMouse Is the Best Content Marketing Platform

RebelMouse is a unique platform and company. The company was founded on the vision that media companies would need an always-modern solution to thrive in the new connected internet, and that brands would have to behave like new media companies and use the same platforms.

Keep reading... Show less

How to Fix Missing Meta Descriptions in France

There's a copyright law in France that now impacts the visibility of meta descriptions on search results, commonly called snippets. The regulation is the first implementation of the European Copyright Directive, which aims to improve online copyright rules in Europe. The law requires publishers to opt in to meta descriptions. Previously, they were enabled by default. Click here to read more about this change from Google.

The law caused meta descriptions to disappear in France for European news publisher and RebelMouse client Worldcrunch.

Keep reading... Show less

RebelMouse Q3 2021 Platform Performance Updates

For many publishers and brands, Q3 2021 was about recovering web traffic lost to Google's page experience signals update that was rolled out over the summer. For us, the quarter was about continuing our success of delivering excellent Core Web Vitals metrics across our site network with platform performance updates both big and small.

As a globally distributed team, it's important for us to remain transparent about how we're able to power some of the best-performing sites on the open web. And while we're already looking forward to closing out the year stronger than ever before, here's a detailed look back at our accomplishments in Q3 2021.

We invested 1,946 hours into our platform in Q3 2021 alone, and all of the sites on our platform benefited from the work in various ways. Here are the key areas that we focused on:

  • 184 hours were spent on delivering new features
  • 1,010 hours were spent on improving existing features
  • 752 hours were spent on performance and infrastructure updates
Keep reading... Show less

RebelMouse Clients See Performance Improvement After AMP Optimization

Performance is a major pillar of our platform, which means we are always making changes — both big and small — to improve page speed. Our focus on fast websites isn't platform specific, either. We want to make sure that users have a top-notch experience however they view your content, and this includes our integration with Google's AMP format.

Our team of traffic-obsessed developers recently implemented some performance optimizations to enhance our platform's integration with AMP, and that has improved the average response time for our clients. This means that users are able to access your AMP pages more quickly, which, in turn, improves your site's traffic from Google.

Here's a breakdown of the changes we've made:

Keep reading... Show less

You're almost there! Fill out the form below and a Rebel will contact you within one business day.

x

Keep Search a Priority With SEO-Friendly Image Filenames

There are a lot of factors that go into a successful search engine optimization (SEO) strategy, including performance, structured data, and, of course, choosing the right keyword(s). Our proprietary search technology helps content creators prep every article for success on search. This all-encompassing approach includes the use of SEO-friendly image filenames.

On RebelMouse, if you assign an alt tag to an image in Entry Editor, that alt tag will also become the image's file name. Briefly, alt tags describe images for search engines, and also allow people using screen readers to know what the image is without actually being able to see it. Adding your desired search phase to every alt text field, and in turn every image file name, will reinforce its relevance to Google's crawler, bringing you one step closer to the top of search returns.

Keep reading... Show less

Add Style to Articles With HTML Class Selectors

RebelMouse's Particle Assembler is designed to break down articles into micro pieces of content, which we call "particles." Individual particles in an article can be styled, shared, converted to slideshows, and now, take specific CSS styling to make them pop, when you want them to pop.

By adding some simple (or complex!) CSS to your Entry Editor via Layout & Design Tool, you can have a preset template for side quotes, warnings, or just places where you want something to stand out a bit.

Keep reading... Show less

Fuel a Data-Driven Content Strategy With Google Search Console Insights

At RebelMouse, we believe a data-driven content strategy is the key to success. Luckily, the era of "post and pray" is far behind us. Creators no longer need to create articles blindly and hope that they are successful. There are now tools that can help creators understand the kind of content that resonates with their desired audiences.

That's why we are excited to let you know about Google Search Console's Insights feature. According to Google, this new data view will help content creators and site owners answer the following questions:

  • What are your best performing pieces of content?
  • How are your new pieces of content performing?
  • How do people discover your content across the web?
  • What do people search for on Google Search before they visit your content?
  • Which article refers users to your website and content?
Keep reading... Show less

How to Use the Feed Builder Dashboard

The Feed Builder Dashboard allows you to create custom RSS, Atom, and JSON feeds. You can access this dashboard by appending the following to your site's URL: r/dashboard/feed_builder

Keep reading... Show less
Subscribe to Our Newsletter