The new year is right around the corner. This means it’s time to start paying attention to the new publishing trends.
Are you ready for your new campaigns?
Will these campaigns resonate with your audience?
If they don’t, you just wasted time and money. There is a way to make sure your campaigns are ready for the new year. Just keep reading to learn how to ensure you are on top of next year’s publishing trends.
Audio Will Continue to be Important
Podcasts are becoming even more popular. Both local and national news programs are using them to reach their audiences.
It allows news outlets to broaden their consumer base. People just don’t always have the time to watch an entire newscast or read the daily news in a print format.
Audio has quickly become the fastest-growing platform. There is a good reason why you should pay attention to its importance.
In 2019, 51% of Americans were listening to podcasts. This is up from 44% in 2018. Another way to look at this, there were 144 million people in 2019 listening to a podcast.
It is not expensive to produce audio. You only need some equipment. The low cost of starting is more than equal to the new audience you’ll reach.
Your Influencers are Your Editors
Have you thought about your editors?
Your editors have a social presence. They have expertise on your brand and connections that can attract an audience that is engaged.
Spotlighting your editors can increase their following. This will help your brand grow.
Want an example of what highlighting your editor can do?
Stephanie Marsh is a food editor for Mpls.St.Paul Magazine. She hosts a weekly talk show, has a blog and a following on Twitter. She regularly engages with fans and promotes magazine content.
Her growing following has helped the magazine increase its subscriptions.
In 2020, even more attention will be paid to reader metrics.
This includes time spent on the page, subscription conversion and email capture.
You could consider a paywall on your website, but this isn’t always the best option.
Why not consider event tracking? It is part of Google Analytics and will help publishers see if their readers are engaged in their content. This simple program will help your editors know which content resonated with readers, so they can create more of it.
You can also tag your own content by each topic. You can see how your target audience is interacting with it.
Keep your editors involved in metrics. If they are out of the loop, they won’t know what content they need to create. Provide them with the data they need to reach your audience.
Obviously, 2020 is a presidential election year. This can change digital marketing.
The news cycle is going to be overwhelmed and consumers as well. There is only so much information a person can take in.
This political year can be a bonus or a detractor for publishers.
Best case, consumers will want to find something other than politics to read. Worst case, they’ll be so tired that they’re not interested in reading any of your content.
Your best advice is to be prepared for the worst-case scenario.
Create creative content that offers readers an escape. This includes delivery. Make them want to read it. Try to provide your audience with the distraction they will probably need.
Trends are always changing, this includes publishing. Staying current with the latest ones can help grow your brand, even with the changing political landscape.
Concentrate on your audience. Also, don’t be afraid to try new media outlets.