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Premium Brand Sells for Media Companies on RebelMouse

Introduction

Media companies are increasingly finding additional and impactful revenue by providing creative services to advertisers instead of only selling their audiences through banner ads.

RebelMouse provides media clients with product options that are intended to give as much revenue depth as possible while also providing deep value to advertisers. Below is an outline of opportunities that media companies partnered with RebelMouse can leverage and make a part of their sales processes and packages.


The key offerings provided (ordered by value potential):

  • Sponsored Articles
    • Build beautiful articles that are clearly branded as sponsored content.
    • Connect these to Google's DoubleClick for Publishers (DFP) — or any other ad server — to sell companion ads and integrate tracking pixels.
  • Custom Sponsor Landing Pages
    • Build a custom brand page that aggregates all content that is created and curated for the brand you're working with.
    • Include custom social widgets, calls to action, and other brand assets easily on these pages.
  • Ad Creative: Content-First Ads
    • RebelMouse can help wrap the most popular content created and curated for a brand into Interactive Advertising Bureau (IAB)-friendly ad units that the brand can traffic large campaigns on.
    • Brands are finding that dynamic content performs much better than static creative, and putting your content first, packaged into a high-performance ad, solves a larger problem for advertisers.
    • As a media company, this gives you a solution beyond the limits of your own traffic and audience, because the ad creative can be trafficked by an advertiser into a big campaign off your site as well.
  • Brand Content Hub
    • Media companies can take a stream of content sorted to match by topic, and then use it to power a brand hub that can live off of your site.
    • This can be used to launch new campaigns with a dynamic microsite that is populated with content and runs contests, such as what Nicorette did for their "A Better Way to Quit" campaign:

  • This format can also be used to power a full-brand content hub while simultaneously being the news provider and agency that powers a mission, such as what United Airlines does with https://hub.united.com.
  • United Airlines' Journey Contest is another great example that drove incredible engagement:

  • PAPER Magazine's "Break the Internet Awards" is yet another example of a successful campaign. Our passion to fuel engagement with every click is why we built out the ability to create professional-looking quizzes and surveys that are easy to use and monetize. PAPER Magazine leveraged this feature last year and snagged impressive engagement.

Sponsored Articles

Sponsored articles can easily be set up in RebelMouse using our Layout & Design tool. The goal is to leave your editorial and creative teams with a layout they can choose when drafting content that moves a standard post into a sponsored format.

RebelMouse-Powered Examples

Sponsored posts can be configured in infinite scroll layouts to appear as the second post on all article pages so that you can deliver significant traffic to the post organically. These posts can also be promoted as sponsored content in newsletters and on your home page, like so:

Here's an example of our Layout & Design tool's setup for sponsored content:

How to Do It

  • Design the article while thinking about key elements
    • Make the sponsorship clear to readers
    • Integrate the right brand exposure for the advertiser
  • Create a new layout in the Posts page of our Layout & Design tool
    • Modify the lead article, sidebar, and/or any other shared elements to include the custom items that will be displayed in this layout
  • Create an author profile for each brand you're partnering with
    • This is useful to organize the content that's created for them, and to ensure you use the right avatars for each brand in the right places

How to Price It

  • Media companies normally combine a mix of creative services fees and/or a high CPM for the impressions associated with views. Media companies can command CPMs as high as $20+ for articles that are created to match your editorial tone and resonate with your audience. Finding your own CPM is of course a relationship and sales process, but getting at least a $5 CPM is on the low end of the industry norm for this type of creative work.
  • Most media companies bundle this with a lower, yet still premium CPM on a bunch of other ad impressions — which can be to their content, their CTAs, etc. This allows you to gain more depth in the campaign.

Estimated Hours for RebelMouse to Perform the Work

  • Design: 10 hours
  • Development: 15 hours
  • Result: A layout that can be used for any campaign or brand that is integrated with your ad stack.

Super Premium Articles

RebelMouse's platform can be used to create jaw-dropping designs that are on par with the level of work that The New York Times' T Brand Studio does. You can use custom styling, particle styling, and advanced usage of our design tools to do this yourself.

RebelMouse's team can also do this work for you on a per article basis.

RebelMouse-Powered Examples

Estimated Hours for RebelMouse to Perform the Work

  • Design: 20 hours
  • Development: 20 hours
  • Result: A gorgeous article like the examples above which is a result of your editorial collaboration with our design and development team.

How to Price It

  • Media companies normally combine a mix of creative services fees and/or a high CPM for the impressions associated with views. Companies like The New York Times can command CPMs as high as $70+ for gorgeous articles created as they find ways to give real traffic to it. Finding your own CPM is of course a relationship and sales process, but getting at least a $10 CPM is on the low end of the industry norm for this type of creative work.
  • Most media companies bundle this with a lower, yet still premium CPM on a bunch of other ad impressions — which can be to their content, their CTAs, etc. This allows you to gain more depth in the campaign.

Brand Pages on Your Site

Putting together a custom landing page that's dynamic and contains a brand's assets, including all the content you've created or curated for them, can help make a brand sell premium. You can offer to integrate their social widgets and content, and you can pull together content dynamically based on tags, authors, or sections.

Examples

Estimated Hours for RebelMouse to Perform the Work

  • Design: 10 hours
  • Development: 15 hours
  • Result: A dynamic brand page with key content.

How to Price It

  • This usually helps close the deal, brings a higher rate of renewal, and keeps your CPMs high as a premium deal.
  • Do not expect a lot of traffic to flow to this page and to sell CPM based on it, because this is really more for the brand's CMO and team to see all the work you're doing. It's nearly impossible to get significant traffic to these types of pages.

Power a Brand Hub or Microsite

Brands are increasingly growing more frustrated with their own blogs. The content their teams create on social is better than the blogs they're often forced to publish. They love the look and feel of your site, and in their dreams they could have something like it for themselves.

RebelMouse can enable you to clone and customize your own site, and then help you link it to a stream of content to populate it. This stream can be a mix of the content you create, as well as the content you create for a brand along with their social content. You can also help curate and moderate a contest with community submissions when the opportunity arises.

RebelMouse powers the technology, and you facilitate the sale to the brand. We work together on the services order to implement the project once you have a strong opportunity that's ready to go.

Marketers who understand content marketing know that they have to learn to act like a media company when it comes to how they create and distribute their content. The same goes for how they use content to create loyalty and drive conversion.

You can replace a brand's blog, or create the new media site of their dreams, and help them follow in the footsteps of powerhouses like Red Bull and other big players who have proven that this strategy can provide massive returns if implemented by a team that does it right.

This is the biggest, most premium sale you can make, because it consists of annual license fees that the brands pay, as well as a continuous content effort that takes all parties beyond the scope of each initial campaign.

Examples

Estimates

The SaaS fees for our platform can be white labeled and upsold through you, or you can have RebelMouse work through your targeted brand's procurement process to put a contract in place.

RebelMouse can provide services in either executing the design, or providing support and guidance in setting up the new site. Our team is also happy to help advise you on sales decks and proposals that compare your targeted brand to industry averages.

If any of these opportunities sound like they could help you grow additional, meaningful revenue, contact us today and let's get started.

How to Price It

  • This is a very creative and innovative sale which allows you to potentially have an annually recurring license with a brand by reselling our platform and services to them, either white labelled or through introductions, depending on how you can maximize revenue and efficiency best.

Ad Creative: Content-First Ads

Any RebelMouse section or home page can be styled to be used as an iFrame that can be trafficked as an ad. Marketers are realizing their static assets don't really perform nearly as well as a stream of content that goes viral. By taking the most popular posts from a collection of created and curated posts, and giving a brand a dynamic, always-updating ad unit that is content first, can make a meaningful difference for a marketer.

How to Do It

  1. Create a new landing page as a mini brand hub on your site.
  2. Style the page in a new layout that you can invoke that's designed as a mobile full-screen view. This ad can be run as a full-screen interstitial or like Taboola units.
  3. Grab the embed code from the section.
  4. Give that code to your marketer as the ad creative they will traffic.

How to Price It

  • Media agencies typically charge a percentage of the campaign. Or to simplify, they might charge a small CPM fee. If they're running a massive campaign that they plan to give 500 million impressions to, you can charge a $0.20–0.50 CPM and make significant additional revenue.

Estimated Hours for RebelMouse to Perform the Work

  • Design: 10 hours
  • Development: 20 hours
  • Traffic Overage Fees: This needs a discussion to optimize the configuration for super-high traffic campaigns.
  • Result: A dynamic, content-first ad unit with the most popular content.

NEW: Page Views per Particle Enabled for Google AMP

Increase mobile page views for every particle using Google AMP

RebelMouse has deployed an exciting update: We've enabled particle tracking in Google Analytics for articles using Google's Accelerated Mobile Pages (AMP) format, which means every particle now triggers a page view event upon scroll. Before, just one page view event would be logged when the mobile page initially loaded.

Not Familiar With What This Means? Read On

The days of static, flat media are over. Sites with low performance scores, obtrusive ad experiences, and poor content structure simply won't make it. Knowing these truths, the way we think of an article can no longer be static either.

An article today now takes several forms: short-form, long-form, listicle, slideshow, etc. Because of this, we've created a simple framework called Particle Assembler that accounts for all possibilities when building out content.

We playfully call each piece of your content a "particle," which is quite literally a "part" of an "article." These particles have become the core way to author content on RebelMouse, and are standalone elements that use their own imagery, title, and copy. For example, let's say you create a post that's titled, "The Best Place for Tacos in Austin." Each taco destination in this article will have a lead image, the name of the restaurant, its location, and a description of the restaurant with images of their food. Each of these restaurant highlights contain enough information to stand by themselves as individual posts.

Building particles in RebelMouse's Entry Editor.

And they do stand alone successfully when you're on RebelMouse — each particle can be shared separately on social and each will register as a unique page view thanks to our latest update. This is a critical part of our modern pageview methodology that ensures our publishers deliver an elegant user experience to readers while still capitalizing on a meaningful monetization strategy. For instance, not only is every particle now a page view on Google AMP, but it's also a new revenue opportunity. This is thanks to the various placement opportunities for ads we offer within our Particle Assembler.

ICYMI, Google AMP is the search engine's lightning-fast mobile experience. With this update, sites powered by RebelMouse will not only deliver the best AMP experience to their users, but they'll also earn the page views their content deserves, too.

See the Massive Difference

In just a short period after implementing this change, one client experienced a massive spike in AMP pages per user, where it jumped from 1.6 to 8.2:

Here's what their AMP pages per user looked like just prior to the update:

If you're interested in experiencing this type of growth and getting more page views for your mobile content, request a proposal today and let's start working together. If you're already on RebelMouse, email support@rebelmouse.com or talk to your account manager to learn more about particle views for Google AMP.

Primary Tags: Structure Your Site for Success

Dynamic taxonomy improves usability and propels SEO strategy

It's not a surprise that quality content can easily be spoiled by a poor site experience. This is why we're extremely proud of the lightning-fast sites we power. But speed is only the beginning of the user experience.

The temperature on platform dependency has cooled in recent years, revitalizing the value of site visits and search strategy. This is good news for both users and publishers who need site stability to survive. Because of this shift, RebelMouse focuses on three primary key performance indicators (KPIs) to measure site usability and health:

  • Sessions per User: The average number of site sessions that each user has in a given time period.
  • Pages per User: The average number of page views that each user has in a given time period.
  • Time per User: The average amount of time spent on site by each user.

In order for these metrics to shine, a site's architecture must be organized in a way that increases every user's time on site. The logic is simple: If a site is easier to navigate, the user will likely stick around longer. This is the gateway to user loyalty.

One important way we support these KPIs is through our intuitive tagging structure for content. Let's take a look at our primary tag functionality and how it can set up any site for success.

What Is a Primary Tag?

On RebelMouse, we give you the ability to use as many tags as needed on every article to help keep you organized. But there's also an option to assign one primary tag to a post. A primary tag is built on the same principle as a primary section. One tag lets you assign higher importance to certain pieces of content when processing and organizing your posts.

The Primary Tag and Tags sections in RebelMouse's Entry Editor.

The Benefits of Primary Tags

Dynamic Taxonomy: One of the primary benefits of using a primary tag is that it exposes the depth of content available to your users. Many publishers do this through the use of sections, which often turns out to be redundant and, in turn, ignored:

Sections can often be annoying to navigate and repetitive.

Using a variety of relevant tags for every article, rather than just repeating the same handful of sections, opens up more opportunities for targeted descriptors. For example, instead of using "Recipes" as a section over and over again, a primary tag can be used to create specific content flows for topics like "Vegetarian," "Soups," or "Cocktails."

Richer SEO: Since a primary tag exposes more information about your article, it also supplies more relevant data to Google's algorithm. Surfacing content in usable ways supports Google's mission to serve content based on audience behavior and intent instead of outdated and frowned-upon SEO methods like keyword stuffing. This approach is called white hat SEO, or ethical SEO.

By targeting specific interests, your dynamic tag structure will allow Google to more accurately understand your article's content and rank it accordingly. On RebelMouse, this creates a trickle-down effect, because users can click a tag and quickly get directed to more relevant articles, which boosts your SEO efforts further.

Here's how the site experience looks on RebelMouse-powered EcoWatch when viewing their primary tag "Plastics."

RebelMouse-powered EcoWatch takes advantage of a primary tag construct.

Improves Crucial KPIs: As mentioned before, RebelMouse traffic experts are constantly focused on improving the three KPIs that matter most to site usability and building audience loyalty. These metrics answer the following questions:

  • Frequency: How often are users coming to the site?
  • Depth: How many articles does each user consume?
  • Duration: How long is each user staying on the site?

Looking again at EcoWatch's use of primary tags, it's important to note that a primary tag is exposed on every one of their articles. They're also used in a left-hand navigation module that features the latest stories and trending topics:

Start Leveraging Primary Tags on RebelMouse

If you aren't on RebelMouse yet, request a proposal today and let's start working together to make sure your site is optimized for user growth. If you're already publishing on RebelMouse, and want to learn more about tagging best practices, contact your account manager or email support@rebelmouse.com.

Page Speed Is Crucial to Your Marketing Efforts

Most marketers don't prioritize page speed because they don't think it impacts their bottom line. However, page load has a direct impact on conversions and revenue.

Here's a very simple scenario, supported by industry data, to underscore why the way pages are built and powered is crucial for paid media initiatives and your overall business:

Let's say a paid media campaign drives 100,000 new visitors to a landing page that takes five seconds to load. Google says that 53% of mobile site visitors will leave a page that takes longer than three seconds to load. So of the 100K mobile site visitors you paid to bring to the page, ~50K are leaving immediately due to poor page performance alone.

Some studies even show that bounce rate increases approximately 100% for every two-second delay. So, if site load jumps to seven seconds, you'll pretty much lose all of the visitors your paid strategies brought in.

A Poor Site Experience Costs More Than You Realize

Page load plays a huge part in customer dissatisfaction, too. Continuing on with our previous example, let's classify the ~50K that didn't abandon the page as dissatisfied due to poor page performance. As HubSpot points out, 79% of them are less likely to buy again from the same website. That's ~40K visitors never coming back to the site due to poor page speed. The loss is even greater when you consider how valuable returning visitors are: They represent up to 48% of all transactions and spend almost 2x more than new visitors, according to Business Insider.

Plus, people love to spread the word about a bad experience, probably more than a good one. 40% of visitors who had a bad experience with a website's performance would tell a friend or a family member. So of your 50K dissatisfied visitors, 20K are talking negatively about your brand. If they tell only one person each, that's an opportunity cost of another 20K potential site visitors and customers.

The main takeaway? Your paid media has to work much, much harder when you neglect to optimize your site for performance.

Owned and Paid Media Should Work Together for Better Efficiency

And speaking of site improvements to help the bottom line, marketers can't overlook the value of owned content (e.g., articles, reviews, social feeds, etc.) and its impact on overall traffic and lead generation strategies. Sites tend to see significant lift in audience reach and conversion when content is paired with commerce: For e-commerce companies, content can account for up to 69% of total organic traffic. And, even more compelling, conversion rates have been 6x higher for companies that adopt content marketing.

RebelMouse's CMS makes it easy for brands to systematically optimize page speed performance and organic reach, which allows paid media to be more efficient.

RebelMouse allows clients to easily manage website layouts and components at any time, ensuring sites remain fast and are rewarded by Google and Facebook. Our platform features proprietary SEO tools designed to help clients optimize organic search with every post and better align paid and organic search strategies for increased efficiency. Similarly, our platform also includes proprietary social tools to organically build community and growth, and our data helps clients spot winning organic trends that can inform paid social media.

RebelMouse Is a Partner That Can Guide You

When it comes to content marketing, it's important to be mindful of the relationship between owned, earned, and paid media — it will only help your teams engage and convert more audiences into customers and brand loyalists. At RebelMouse, we're proud of how we work with brands and our ability to provide the expertise, best practices, and modern technology that help teams become better content marketers. If you're a brand marketer, feel free to reach out to us to learn how RebelMouse can help you be more strategic and effective in your content marketing efforts.

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Target High-Value Users With Affinity Categories

Unlock valuable audience data and shape a new strategy

In today's landscape, quality content isn't enough — it's half the battle. Publishers need to produce shareable content backed by data to experience sustainable growth. At RebelMouse, we have a unique pageview methodology that provides an innovative user experience for every reader without sacrificing revenue and growth opportunities for publishers.

To do this, we track massive amounts of data across our platform through the use of custom-built Google Data Studio dashboards.

Click here to see the kind of growth our clients experience every day.

One of the best ways to discover more about your audience is by taking advantage of Affinity Categories. This feature breaks down audience demographics, including age, location, interests, and more. Affinity Categories are usually used to target audiences for ads, but we also use them to gain insights on what topics a site's visitors are interested in overall.

Normally, each category is listed out separately in Google Analytics. In the example shown above, our data experts split categories into separate levels to reveal different levels of audience depth. For instance, by splitting up the category News & Politics, we can better explore the detailed distribution of users interested in specific types of news:

  • News & Politics/Avid News Readers/Avid Political News Readers
  • News & Politics/Avid News Readers/Entertainment News Enthusiasts

From an editorial standpoint, this is useful because it allows publishers to determine and target varying levels of high-value users, improving the efficacy of a new content strategy or ad campaign.

If your site is already powered by RebelMouse, email support@rebelmouse.com to get a breakdown of your audience's Affinity Categories. If you aren't powered by RebelMouse yet, request a proposal today and start receiving the data you need to grow loyal followers at scale.

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