Subscribe to Our Newsletter

x

How to Thrive in a World Without Ads

Mike Mallazzo, Director of Marketing at Narrativ, recently wrote a post on Medium: "Life After Ads: The recent purchase of TIME should remind publishers of the power a strong brand can wield."

He discusses how some media companies are starting to question their total reliance on digital advertising. With Facebook and Google capturing the majority of revenue in the online advertising space, Mallazzo talks about how some companies are diversifying their revenue streams with models that depend on building loyalty and trust through subscriptions and commerce content in addition to just advertising. He writes:

"Media conglomerates have rediscovered the power of brand equity, offering the most plausible hope for sustainability since the proliferation of the internet."

At RebelMouse, however, we are still seeing digital advertising work. Our clients — such as Dance Magazine — are seeing huge success with digital advertising. But what if you were a media company in a world where traditional digital advertising didn't work at all? What would you do? How would you make money and continue to grow as a company?

The key is loyalty. You can't have a brand without loyalty.


One of our clients, the Italian newspaper La Verità, has seen tremendous growth using a paywall system combined with our proprietary CMS technology, which is specifically designed to engage readers and create loyalty. The stats reflect this growth in loyalty. In August 2018, their returning visitors increased by 74%, and new visitors increased by 115%! Using the infinite scroll design layout we call Social UX, La Verità is averaging 14 pages per visitor, far above industry standard.

Another client of ours, DiversityInc, has used our CMS technology to grow traffic and then capture B2B revenue behind a subscription paywall. This model works well because people want to be associated with the brand by virtue of what they stand for. In the past 30 days, they've seen returning visitors up 76% and new visitors 25%.

Mallazzo writes:

"Made popular by the likes of Wirecutter, GQ, and Buzzfeed, commerce content drives 3X more traffic to retailers than Google and hundreds of millions of monthly visits to Amazon. For all of Google's omnipresence, consumers still have more trust in media brands when it comes to recommending what to buy."

One of our clients, Refinery29, exemplifies this move towards commerce content, taking advantage of editorial trust to deliver a premium experience. Take, for example, their campaign with Dyson. You get great content such as " At Home Blowout Tips" while leveraging your brand power as an editorial team to generate real revenue by recommending the best products. Then, when you combine this with RebelMouse's Social UX design, you have an unbeatable combination for success in a post-ad world.

Part of building the trust that drives life in a post-advertising world involves having engaging conversations, and this involves a back-and-forth, a give-and-take. By thinking from a customer-centric perspective, brands can use customer stories to generate beautiful and engaging content that is authentic. This is why Mallazzo is spot-on when he says:

"Looking forward, the future of media most squarely belongs to brands like Allure and GQ that can take it one step further and succeed at becoming an extension of self."

It is that authenticity which drives connection and builds a legacy of trust and loyalty.

Ideally, each story you put out wins a search phrase that is valuable to you. At RebelMouse we have spent the past seven years developing our proprietary CMS platform to win at SEO and social to viralize content like no other creative agency in the world.

Part of our best practices is to think in terms of particles, not articles. These days it is the embedded tweet or the Instagram story that goes viral more so than the article itself. Our unique Particle Assembler technology combines optimal SEO structuring with beautiful and easy-to-use design to make the editorial flow streamlined with maximal results.

Mallazzo writes:

"The enduring power of the media brand provides hope that a model will arise to sustain an independent and profitable fourth estate."

We are seeing our clients embrace this philosophy successfully. Take Wonkette. They have no ads, but are thriving on a model based around loyalty and donations. People spend all day on the site because they have built a unique brand identity and used our platform to find the reach necessary for growth.

At RebelMouse, we know how to use deep technology to leverage this amazing resource for optimal results. But at the end of the day, it's up to brands to find the motivation to build a legacy of trust with their customers. It cannot be built in a day. But in a world without ads (or at least a world where ads are dominated by Facebook and Google), you have to start building sometime. Otherwise, you'll be left behind by savvy consumers looking for authenticity.

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

x

A Look Inside the Only Creative Agency Powered by Deep Technology

Strategic development of product that supports content distribution, conversion, and loyalty.

RebelMouse is a creative agency fueled by a publishing platform with deep technology. Our expertise is rooted in media and content marketing because there is no other team that understands distributive publishing better than we do. There is also no other CMS on the market today that provides content creators with the tools they need to unlock sustainable growth backed by sticky monetization methods. RebelMouse blends product and strategy together to move the needle where it matters most — organic traffic and user growth, conversion to loyalty, and revenue growth.

Keep reading... Show less

Curate Well-Rounded Content: Embed Previous Posts With Assembler

Flat media is dead. That's why we are always updating our product to make it easier and more intuitive to create dynamic media. A great example of one of these features allows users to embed previously published posts into a new post through our Particle Assembler.

Keep reading... Show less

Updates: Edit Email Templates in Entry Editor, Easily Select the Right Tags

We have two new product updates that will make editing each article easier and more customized.

Keep reading... Show less

New: Simplify Your Workflow With Our New Copy and Paste Function

There's a new feature in RebelMouse's Entry Editor that easily lets you copy and paste an entire post, including lead media, headline, subheadline, body, social copy, and social scheduling information. Don't worry — we will only copy the social scheduling language you've previously set up. Using this functionality will not schedule the post to be sent out again.

Keep reading... Show less

How to Set a Canonical URL

A canonical URL is an HTML element that prevents duplicate content. This helps prevent SEO issues by indicating whether a URL is a "canonical" or "preferred" version of a page.

Keep reading... Show less

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

x

The CFO's Guide to RebelMouse

A look at how you gain more and spend less with our platform.

Every Chief Financial Officer (CFO) has an important mission: Balance efficiency with fiscal responsibility while eliminating risk. To survive and thrive in today's publishing industry, this can be a tall order. New options for vendors, hosting, and service providers pop up all the time, and as technology advances, so do the kinds of tools you need to grow reach and revenue.

Keep reading... Show less

Be an Advocate for Engagement With Discovery Email Templates

RebelMouse's Discovery tool offers various forms of social outreach, including emails that you can send to influencers while you're editing your article. We utilize our proprietary technology to seamlessly pull in the email addresses of social media account owners. And now, coupled with customizable template language that automatically gets pulled into your workflow, you can easily send out messages to let these accounts know that you love their content and wouldn't mind if they shared a related story of yours.

Keep reading... Show less

New E-Commerce Option: Easily Feature Products With Just a Few Clicks

Every year, the numbers of shoppers who choose to purchase online versus in retail stores continues to grow. It's estimated that the number of online shoppers will rise to 230.5 million by 2021. At RebelMouse, we've added a new particle layout for our clients that do e-commerce. This feature makes it super simple to highlight products right from within our Entry Editor.

Keep reading... Show less

2018: A RebelMouse Year in Review

From product to personal, we flourished on every level.

It's always overwhelming to think about how far we've come as a company every time December rolls around. From all the peaks and valleys our ever-changing industry likes to throw at us, to the personal triumphs and challenges we experience as a team, each year is always one to remember. But this time, 2018 took the cake. It was 365 days of twists, turns, and far more shining moments than ever before.

Keep reading... Show less