11- Aug2017
Posted By: DPadmin
134 Views

Five Reasons Why Entrepreneurs Should Consider SEO As An Investment

Small businesses can compete with large companies if they keep in mind that search engine optimization is a marathon, not a sprint.

Entrepreneurs who are new to online marketing strategies may have read somewhere that search engine optimization is dead. While most people may believe that the era of the SEO is long gone, Trond Lyngbo of Search Engine Land wrote a list of reasons a few years ago about why entrepreneurs should be optimistic with their investment in SEO.

Contrary to popular belief, the so-called “death” of SEO is just a rumor. According to Lyngbo, “The digital marketing strategy is not a cost but an investment.” Rumors become irrelevant if entrepreneurs look at what top Google placement can do for business growth over the coming years.

With over a decade of experience and knowledge in the online marketing field, I agree with his reasoning on the importance of investing in SEO as an entrepreneur and how impactful the results can be. Therefore, I have five reasons for entrepreneurs to consider search engine optimization as a long-term investment instead of a cost:

It’s cost-effective.

The No. 1 reason why I find SEO to be a smart investment for entrepreneurs is the cost effectiveness. Almost any business can hire a specialist to help grow their business by shifting around unnecessary expenses or cutting advertising mediums that aren’t producing. With proper optimization, businesses can expect long-term results and benefits. Unfortunately, we should also consider how much we spend for the service. Forbes contributor Jayson DeMers recently wrote about the dangers of “cheap” SEO services. You can expect low-quality content, black hat techniques, and inexperienced optimizers usinga cheap SEO. Look for a reliable professional with a track record and a knowledge that surpasses textbook answers. Overall, your investment in a sound digital marketing strategy is crucial to your business growth and success.

It levels the competition.

I often encourage my clients to dream big because I know we can dominate their competition online. With the help of proper optimization, you can reach your target audience with efficiency. Rebecca Stickler, a content marketing specialist, wrote, “With a strong SEO strategy, your small business can compete with even the biggest business organizations.

The biggest advantage of online marketing is that it levels the playing field for small businesses. The highest rank doesn’t go to the company with the most money, but instead goes to the business that understands and deploys effective SEO techniques.

It can yield attractive long-term results.

Rhea Drysdale, CEO of Outspoken Media, told a Search Engine Land writer that “website owners should invest in long-term goals rather than the short-term goals.” She also pointed out that short-term goals will do more harm than good to the business. Although instant reward from a pay-per-click campaign might be enticing, it is better to invest in slow yet effective long-term SEO results that can yield a much higher ROI over time. Google pays attention to how fast links are built to a site. Because of this, entrepreneurs should focus on building their business toward the top with a slow-yet-consistent pace.

In an interview, Lane Ginsberg of Freedom Retirement Advisors told me that, “Investing in your business is a lot like investing in stocks: The short-term stuff can be exciting and can bring some results, however, the long-term investment is where you really see the payoff, but it requires patience and confidence.”

It helps people find your business.

In our modern, digital world, information is just a few clicks away for anyone at any moment. “Times have changed,” Jason Hennessey wrote a few years ago in a Business Insider article: “SEO marketing campaigns ensure businesses make a unique impression to connect with customers.”

With the accessibility of the internet, most people turn to search engines for anything and everything. A well-optimized website can reach new audiences across the globe. With quality content, proper keyword research, the right use of social media platforms and other marketing techniques, your business will be visible to potential consumers across the internet.

Source: Five Reasons Why Entrepreneurs Should Consider SEO As An Investment

24- May2016
Posted By: Guardian Owl
348 Views

Companies Will Spend $65 Billion on SEO in 2016, Much of it Will Be Wasted

Entrepreneur magazine contributor, Mike Templeman, shares his thoughts on the SEO snake oil being solicited by top agencies and advertisers alike.  SEO takes time and like Mike references, there is no “overnight” fix or silver bullet that can take you to the top.

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Don’t get burned by a snake oil salesperson when it comes to your company’s SEO needs.Do you know what snake oil is? It’s a term used to describe any product with questionable or unverifiable quality or benefit. If you read this Wikipedia article on the topic, you’ll see that real oil from snakes used to be prescribed as a cure for everything from small cuts on up to arthritis and skin diseases.

And a recent study came out touting that companies will be spending $65 Billion on SEO this year.

Now, as the title to this article would imply, I believe that the SEO industry, and the digital marketing industry in general is full of snake oil salespeople. Individuals who knowingly are selling a product that either will not work for the buyer or that they know is of inferior quality.

Let me explain. I run a marketing agency. I have to hear dozens of horror stories every week about wasted budgets, sites damaged beyond repair, digital campaigns that produce zero results and everything else business owners and marketers are terrified of. These stories are the grownup versions of the campfire stories we told each other as children. Except now, they end in the loss of millions of dollars. Terrifying, I know.

Now, I mentioned that I run an agency, as such you’d think that we’d have a pretty good grasp on marketing. But you wouldn’t guess that if you looked at my spam folder. I receive hundreds, yes hundreds of unsolicited emails every day from marketers promising to take my brand to the #1 spot in Google (total lie). Or to bring me thousands of visitors in a matter of weeks (liar liar pants on fire). They tell me that my site is breaking numerous rules set forth by the search engines and if I don’t fix them my company will die a fiery death (oh really?).

Related: Here’s What Really Matters for SEO in 2016

These are the Exhibit A’s in the snake oil industry of digital marketing and SEO.

To see the Exhibit B’s you’ll need to reach out to an agency of your choice and ask to speak with their sales team. Odds are you’ll end up talking with someone that will guarantee that your wildest dreams will be fulfilled by focusing on SEO. Or maybe they’re a social media agency. If that’s the case, their silver bullet will undoubtedly be social media. Either way, they’ve got the tonic that will cure your website’s disease. And if you act now, you’ll be guaranteed results!

Look, as someone who has worked in SEO and every other digital medium for the last decade or so, I can tell you that there are no silver bullets and that nothing is guaranteed. I also know that SEO doesn’t work for some companies. Just like PPC isn’t for everyone, nor is social media. After all, billboards and commercials don’t work for every industry, so why would digital marketing be any different?

But let’s examine what makes a lot of SEO services snake oil and give you the information you’ll need to protect yourself.

Why is it snake oil?
Snake oil originated in the medical industry. It was used as a cure for ailments. It was easy for salespeople to pull the wool over they’re buyers’ eyes because back in the day, no one really knew what the heck was going on with their bodies. Medical information wasn’t as readily available. And since medical conditions are by nature quite scary, the sufferers were ready to believe anything that was thrown their way.

Well, guess what? The Internet is the new medical industry when it comes to snake oil. You see, the Internet is still not that old. It’s really only become prolific over the last 20 years or so. With that being the case, most people don’t understand the ins and outs of it. Yes, like a medical condition, they can tell when something is wrong. But they’re not really quite sure what the cause of the issue is. Enter the snake oil salespeople.

Whenever there are uninformed customers, there will always be predatory groups looking to take advantage of that situation. And with a 65 Billion dollar industry up for grabs, the streets are running wet with snake oil right now.

Related: 10 Questions to Ask When Hiring an SEO Consultant

What I’ve seen.
While some snake oils can be rather harmless, when it comes to your digital marketing snake oil is anything but. For instance, I wrote an article a few years back about a large company that was removed from the Google search results due to their digital marketing activities. They had some sloppy marketing being done and it ended up making them disappear from the search results. Harmless, right? Wrong. You see, this company relied heavily on their search results for new leads to their call center. This call center was staffed by dozens of people. These people had families, mortgages, and relied on that income.

Well, when the phones just stop ringing one morning, it’s going to be very hard for a company to keep employing an entire sales floor. And while the company did their best to avoid the inevitable, they eventually had to face the facts and they ended up laying off the entire department.

So this one company that unfortunately trusted a snake oil salesperson, ended up having to lay off almost 50 people at a time when the economy wasn’t doing so well. I’m sure there was a lot of financial pain felt by these families.

So, yes, snake oil SEO can be extremely dangerous in today’s digital economy.

How do business owners avoid getting burned?
This is probably the most important part of this article. As I mentioned earlier, the reason these groups are able to prey on consumers is because of the lack of information. To this end, you need to gird yourself with knowledge. Do research on the topic you’ll be discussing with your potential agency partners. Have talking points and specific questions that you’d like answered. By doing this, you’ll be able to avoid the bottom-of-the-barrel snake oil salespeople that can’t even face mild scrutiny.

Related: The Top 4 Reasons SEO Is Dead

Once you’ve weeded those ones out, you’ll want to really do your research on the agencies that have made the first cut. Check the background of the founders, look for third party reviews. Ask them for case studies, testimonials, and references. Do not look at a slick sales deck and assume that because they can put together a decent PowerPoint that they can provide you with proper marketing services. I’ve seen hundreds of dreams crushed on the expectations set by a nice sales presentation. Any group you don’t feel 100 percent comfortable with should be cut after this.

Now that you’ve made it to your third round of choices, you’ll want to watch what they produce for you very closely. Don’t accept an agency that does not give you full visibility into what they’re doing. I can’t tell you how often I see shoddy work being done, and the business owner would have been able to identify that work as being shoddy, but because they weren’t aware it was being done, they had no way of stopping it.

Because of this you’ll want to make sure that the group you’re working with is willing to show you everything they’re doing and will actually take the time to explain and train you on what they’re doing. After all, an informed client is the best kind of client.

And if you follow these steps, you’ll be assured that you’ve probably weeded out all of the snake oil salespeople and you’ll be working with a reputable agency. Now, this doesn’t guarantee that you will get great results. As I mentioned above, sometimes SEO isn’t a solution for all industries and sometimes marketing campaigns don’t result in massive successes. But those are the chances you should be willing to take. If you know you’re working with the right group that does things the right way, then you’re in it together. And the engagement should feel like a partnership, rather then a vendor relationship.

So, as you’re out there trying to spend your marketing dollars wisely, watch for those shady characters that are touting the magical properties of their services. Odds are, there’s a lot of snake oil in their pitch.

Source: Companies Will Spend $65 Billion on SEO in 2016, Much of it Will Be Wasted

20- Feb2016
Posted By: Guardian Owl
125 Views

What BuzzFeed’s Dao Nguyen Knows About Data, Intuition, And The Future Of Media | Fast Company | Business + Innovation

To understand what makes BuzzFeed tick, you need to know how Dao Nguyen thinks about data.

As the publisher in charge of BuzzFeed, which has annual revenue in the hundreds of millions of dollars, you might expect Dao Nguyen to be getting the best tables at fancy restaurants in order to land advertising deals with chief marketing officers. Instead, Nguyen meets me at a Le Pain Quotidien cafe wearing a grey fleece with the Dow Jones logo on it. She’s every bit the down-to-earth geek who you’d expect to be building BuzzFeed‘s technology and data infrastructure.

It turns out that BuzzFeed founder and CEO Jonah Peretti bestowed the title on her based on a much older definition of a publisher’s role. “Traditionally that meant owning a printing press and dealing with delivery trucks and newsstands,” Nguyen told me. “Whereas with digital media, getting your content to the public is all about your technical platform, your distribution plans, on social networks or other technical platforms.”

For BuzzFeed, the newsstand (and sometimes even the printing press) is your social feed, and its delivery trucks are you sharing a story. The digital circulation for a piece of content is constantly being monitored and communicated back to the organization through dashboards, emails, and Slack.

“What is the competitive advantage that you can gain as a publisher today?” says Peretti. As the value of content approaches zero, “Having technology, data science, and being able to know how to manage, optimize and coordinate your publishing is the thing that gives you a competitive advantage.”

Here are some of the highlights from the interviews with Nguyen I collected as I reported this month’s cover story on Buzzfeed‘s growing media empire.

NGUYEN’S FIRST COMPUTER PROGRAM, AND HER PATH TO PUBLISHING

Dao Nguyen: If you look at the word “publishing,” actually meaning making content available to the public, it used to be you had to have all these things in place, including advertising. You no longer need those things. Making content available to the public is entirely a technical talent.

Noah Robischon: Have you ever thought you would want to be a publisher? What did you think you would be?

I always wanted to work in computers. I’m going to be 42 next week. I’ve been coding since I was seven. I’ve always loved programming and working on computers.

What was the first thing you programmed?

When I was 7? The first program I was really excited about was a low-res stick figure doing jumping jacks. Animated, but totally low-res, not high-res graphics. Basically, he was doing jumping jacks. I remember in school I had those printouts with those weird white strips with the little holes on the sides. I had this printout of this program I was working on and I was trying to debug it. I looked at it in class under my desk and the teacher says, “What are you doing?” She comes over and sees me reading this computer printout. It was my program. She said, “Did you write that?” And I said, “Yes.” So she then asked me to program a thing that quizzed students on state capitals.

Jumping jacks. Fascinating.

But I’ve never been super ambitious, actually.

In what sense?

Professionally.

When you say ambition, what do you consider ambition?

I’ve never wanted to start a company. I always knew it would be incredibly difficult. If you start a company, a lot of what you’re doing is non-technical. It’s advertising. I’ve had this amazing career, and it’s difficult to explain why. [Laughs]

When I worked in France for a long time, I eventually became the CEO of the Internet subsidiary of the newspaper [Le Monde]. I refer to that whole period as, I was the accidental CEO. Coming around and suddenly I was there and there it was.

How did you end up in France?

That’s a fun story. It was 2000 and the Internet bubble was bursting in New York. I was working for an Internet start-up and I was having to fire all of my friends. I said, “I don’t need this, why am I doing this?” I decided I wanted to learn French, so I said to my then boyfriend, now husband, “I’m going to quit, move to France, eat cheese, drink wine, and sit out the Internet recession for a year.” He’s like, “Great! Let’s go.”

I ended up getting this job at Le Monde IT as a technical project manager. I was like, “I can do this job in my sleep, I just don’t speak any French, that’s why it will be a big challenge for all of us.”

I signed a one-year contract. In France, it’s very hard to get hired because most people want a permanent, lifetime, un-fireable contract. I don’t want that contract, I want a one-year contract. They were happy to have me and after the year they switched me over to another contract.

Was that the time you started to understand how media worked?

Yes.

Was there a particular moment where things clicked into place? Where you understood both what was wrong and how to fix it? Was it a more slow, testing experimentation that brought on each insight along the path?

I had a lot of great mentors when I was there who had thought a lot about news and news consumption. One of the things I learned at Le Monde I think is still true today is news consumption is different from consuming other products. It’s not like one day someone will just wake up and go, “Today, I want to be informed,” like the way of: “I want to have chocolate chip ice cream”, they wake up, “I want to wake up and have ice cream today,” so they go out and buy ice cream. News isn’t like that. Nobody just wakes up and goes: “I want to be informed. I’ve never been informed before, I was informed in the past, I was informed a bunch a couple of years ago, it was pretty cool, maybe I’ll be informed again. I’m going to go out and purchase something or do something to inform myself.”

No. It’s a habit. It’s a person’s identity. The thing that will shape the most about how you are informed at all today is how you were informed yesterday. It’s a habit. If you read The New York Times front page every day to get informed, you would probably read it tomorrow to become informed.

Thinking about actual people and how they think about news is something I learned when I got started in this industry in France. It’s important, especially when people work in data, “Oh, you’re a good unique visitor.” People forget that what you should be thinking about is the person who represents that, and what are they doing. That is an example to me.

HOW BUZZFEED THINKS ABOUT DATA

Is data the hub for these spokes of the company or do you look at it a different way? Describe how you see the way data interacts with the different pieces.

I think that’s a good question because I think it’s a strange thing. Depending on who I talk to, sometimes I say to people, “[Buzzfeed] uses data much more than you think.” And then depending on the person, sometimes I’ll say, “No, no, no, it uses the data much less than you think.” I think there are some myths. One myth is data scientists are telling reporters what to write and what to cover. That’s totally a myth. I’d like to dispel it at every moment I can. That’s totally untrue. I take no responsibility for what these insane reporters cover. They just come up with all that themselves.

I assume that people look at a Buzzfeed story that did well about “These Are 27 Sandwiches That Are Better Than a Boyfriend,” and think there must be some deep data science behind sandwiches, and sandwiches and boyfriends, right? Actually that requires a creative mind more than anything, you know?

That myth stems from people’s desire to have a black and white explanation, a simple explanation. The reality is that things are more nuanced than you would like them to be, and more complicated than you would like them to be. And so it’s the easy way out to have a very sort of simplistic view. The key is, when I speak to editors and people in general, they have a very healthy view of data. They understand there are many things data can tell them. But they also understand there are many things data can’t tell them.

You have to use a lot of intuition and a lot of creativity, and the data is one part of the input you take in to think about why this could do well, why do people share it. The data never tells you why anything happens. Data will tell you, if you’re very lucky, what happened. It won’t ever tell you why. If you want to understand why, that requires a different set of skills, largely in your brain and in your heart. Why did this story resonate with people?

Reading comments is often a very good barometer—you can’t only use comments, you can’t only use data, you can’t only use anything. You can’t only use your own intuition, either. It has to be all of those things you use. When talking about things, “Oh, maybe it’s this. Maybe it’s that.” Then we can test it. “Let’s test whether or not this hunch I have is right based on something I’ve seen out there.”

Which is why for us, publishing volume is actually really important. It’s not that we want to crank stuff out there for no reason at all. The more you publish, the more opportunities you have to look at things that are happening, read comments, have a new hypothesis, test a hypothesis. And if you can do that relatively quickly, then you remember what you were testing. Two weeks go by and I haven’t touched a thing, “What was that thing I was trying to test?” But if you’re publishing every day and get a lot of signals that are both quantitative and qualitative, and anecdotal even, you can begin to form ideas about content. How it should be made, how it should be presented, and where it should be distributed and whether or not that has an effect.

There’s data, which is quantitative. Then there’s qualitative information you can gather.

Such as?

Reading comments, reading tweets, reading articles about your article—all of that is qualitative. I feel like the third part that is necessary, critical, is the culture encouraging all that. That, in many ways, is one of our biggest competitive advantages. Our staff and our culture is one that encourages this, and praises it, and has a pretty healthy appreciation of data as well as a healthy appreciation of other things, like intuition.

The stereotype of a traditional reporter is, “Only what I think matters and what I think is important matters and I’m not going to look at any other signals.” And that’s, I guess, one kind of intuition. But the humility that comes with, “Oh, I’m just learning about my audience, learning about what is interesting.” That is something we actively seek out in people.

I don’t think that Buzzfeed has the monopoly on data. I just think we use it well.

USING DATA TO UNDERSTAND THE HUMAN CONDITION

Given your curiosity about the human condition, how does data help you understand the human condition?

I think data helps people affirm, deny or continue to explore hypotheses about the human condition.

You said confirm, deny or continue to explore. Interesting. You could also develop social science. There are many methods of doing that.

Yes, but at scale.

Most people don’t think of data being able to do that. Let me put it this way: who else out there is using data the way you think about it?

Probably Netflix. Like I said, I think we’re still at the beginning. We still have a pretty rudimentary apparatus in place, and it’s okay because you also want the creative people on the other end to realize it’s just one input. No one’s a slave to it. A lot of it grows out of the fact we have people who have grown out of the video side, people who used to make YouTube videos. If you make a YouTube video, you immediately get feedback: how many comments, what they said, how they liked it, whether it was shared. Talent that is emerging now is already very familiar and comfortable with the idea you receive these signals back and it tells you something or suggests something to you.

I think our competitive advantage is having a pretty rounded view of that, and not making it out to be some sort of magic solution and getting all wrapped up in it.

WHY VIRAL HITS ARE LESS VALUABLE THAN BREAD AND BUTTER POSTS

There’s always a curve. There’s always like very few posts that get a lot of traffic. That’s totally great, actually, because it means if we didn’t have enough posts that failed, it means we’re not trying enough things. I think that’s—one of the first all-company presentations I did when I came toBuzzfeed, a long time ago now, I guess three years ago, is called the Dot Presentation. People still ask me about them. I just took all of the posts and I bucketed them into traffic buckets and the size of the dot was the number of posts were in each bucket. What I showed was over time, the size of the dots started to increase and got higher. There were more posts getting more traffic. But the reality is the super viral ones, like the million-plus ones are always going to be very small.

I said, “That’s okay,” because our sweet spot is actually in this other bucket, 100-250k, that’s our sweet spot, that’s going to allow us to make posts for the next bucket and that allows us to make posts for the next bucket.”

How did you figure out that was the right bucket versus the bucket two rungs up?

You look at it over time. “Oh here it is,” for each month you can see how it changes. It wasn’t the biggest bucket, the biggest bucket was the failure bucket, the bucket with no traffic. But that’s fine too. I’m not embarrassed to say it. The bucket that’s shared pretty well, did pretty well, wasn’t meant to be viral, but still performed pretty well, it was a solid performer. Don’t let all the attention get given to these viral ones. The attention should be on the bread and butter.

Why should it be?

That’s where you’re learning.

Why do you learn more from those than the mega-viral hits?

There’s more of them, the sample size is higher.

THAT TIME SHE WROTE A POST THAT WENT VIRAL

I have a good example about that, because it’s something that I was involved in personally. The first post I wrote on Buzzfeed was called “27 signs you were raised by immigrant parents.” It was published two years ago now, so I feel kind of terrible still talking about it. The point of it was it was incredibly viral, got like 2 million views—it got like 1 million views in the first 12 hours. Two and a half years ago we were a very small site, so it was a big deal. It wasn’t the first post that we ever wrote about having immigrant parents, there were previous posts called “Signs you were raised by immigrant parents.” There was one that was “Signs you were raised by Pakistani immigrant parents.” There were many versions that all did pretty well, but this one blew them out of the water. That’s because the concept was piggybacking off other people’s work. The whole post was gently mocking your parents. Like “Your dishwasher is only used to dry dishes, not wash them.” Or “Your mother is always telling you you need to wear a sweater.” And then the very last one, number 27, it was the opposite. It was much more like, “You realize your parents sacrificed so much to bring you to this country and you wouldn’t change it for the world.” You love them. Sort of the opposite of everything. Then you read the comments. The comments were like, “I was laughing so hard until I got to number 27 and now I’m crying.” Or “Number 27 made me send this to my parents.” Many of these comments were basically saying, “Ha ha ha, BRB crying.”

Without any official communications, editorial style, people immediately started employing this technique. No one said anything. Everyone read the post, they read the comments. It had the sticker at the end that made you want to share it with someone. When you share it then it makes you look good because you’re making fun of your parents and laughing with your siblings, or sharing with your boyfriend or girlfriend, “This is my life,” but also, “I love my parents.” That’s something you learned from the comments. If you didn’t read the comments, it was like, “Asians share a lot. More than the Pakistanis!”

HOW BUZZFEED‘S GROWS ITS FACEBOOK AUDIENCE SO QUICKLY

We track all of our Facebook activity, obviously, and all of our page activity—we have 90 Facebook pages, that’s insane. We track all of the posts, the stats they generate. We can look at traditional things, like when is the best time to post? And how does using video for certain Facebook pages affect fan growth? And how the rates are different between pages. We can use that to optimize what pages we post videos on. And then how it gets re-shared by bigger pages. Like, how do you use a big page to grow a small page? What media do you want to use? Why do some fans on some pages seem to respond better to videos versus other pages? What is the breakdown? Is it a demo breakdown?

We work really closely with the social team, which is in edit, to talk about what we think is happening… It helps because it’s a really direct feedback loop that is not currently supported by Facebook’s tools.

Are you using Facebook insights to get the raw data?

Yeah, we call the APIs. We don’t normally compare the pages to each other but more like this happened on this page—sometimes we’ll compare that but if it’s really the same content, like this same thing was posted to multiple pages. We’ve grown a lot of small pages into bigger pages. How can we do that? Can we replicate that all the time? That requires a lot of understanding that there are many questions that data can kind of give pointers to, but all you can do is try things out. It’s nuanced, there’s no magic formula, a lot of it is based on good content.

A UNIFIED VISION

Dan Oshinsky, our newsletter editor, reports up to edit. But when he started he reported to me. That was always the deal. You come in, you report to me, we make a product together, talk to you about data. You’re still obviously working with edit, make sure it’s the right voice. But you work for me and when we feel that you’re ready, then you’ll move over to edit. Newsletters data—we use Campaign Monitor, and there are some tie-ins to the analytics product but not that many. From a data perspective, he is charged with and is free to interpret the data in the way he feels will most improve his product and improves his readership.

Is he looking at click-through rate?

For a long time, it was: you want to get subscribers up, you want to get clicks up, you want to get unsubscribes down. But one of the things we talk about all the time is there is no one metric you are optimizing for. Anyone who just optimizes to one metric is going to eventually have a problem. This obsession over time spent. In some way I feel that sort of rhetoric has died down. There really is no one metric.

On the one hand, you want to go up. You don’t want it to go up and have all the other numbers decline. We will go and routinely purge our list. If you don’t open the newsletter for X number of months, then you get an email saying, “You’re going to get removed from this list unless you opt in in the next 24 hours.” When that happens, newsletter numbers go down. I don’t need newsletters subscriber numbers to be up for the sake of being out. I want to actually get people to look at the stories, to read them and share them.

So his subscriber rate would go down, but his clickthrough numbers would go up, and then his clicks back to BuzzFeed would remain flat because you haven’t changed anything, right? [Laughter]

But your data is better.

One of the things Buzzfeed has done really well—and I’m sure this was all Jonah’s plan from the beginning—but I feel like the business side and editorial side are really aligned. They’re really aligned because we don’t sell banner ads in newsletters—we do monetize the newsletter, we just don’t sell banner ads. The idea that you’d like the subscriber numbers to go up, so you can sell it at a higher rate, is not clickable because neither side cares about that, right? Because native advertising is about something else, it’s about getting people to look at the actual sponsored posts or branded video that we have made. And also on the editorial side, the goal isn’t to just be in a bunch of people’s inboxes, it’s to go look at the content and learn something about it or cook something or whatever. They’re actually aligned and I feel like we’re so fortunate in that. Because in so many media industries the two are not aligned.

That’s what makes metrics and data more complicated at those organizations. One set of people feel that one metric is important and the other feels it’s not important, or is much less important.

They’re almost adversarial.

Sometimes. I feel like the role of data we have is a luxury. A luxury out of the fortune or genius, this business genius, this vision where you don’t have that tension. Where both sides are trying to achieve the same thing. Sometimes I feel badly for organization’s where the data team is caught in the middle and can’t, and they don’t know how to talk about it to their constituencies because the constituencies have such diverging values. I feel like mostly my job is easy, but it’s easier because of the way that’s set up.

I feel that is underreported. The fact that native advertising is a better user experience, that’s reported on. But the thing that is not reported on is that native advertising aligns groups within the organization in a way that makes everyone more effective, and advertisers happy.

Source: What BuzzFeed’s Dao Nguyen Knows About Data, Intuition, And The Future Of Media | Fast Company | Business + Innovation

16- Feb2016
Posted By: Guardian Owl
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Guardian Owl D I G I T A L (@guardian_owl) • Instagram photos and videos

[G o o d] Morning #digital friends! Not sure where we’d be without ☕️????.#didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —>http://nextshark.com/9-reasons-elite-entrepreneurs-are-using-study-pills-to-crush-work-1/ #google #instadaily#instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts#me #love #energy #awake #business #women #girlboss #marketing#professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem

[G o o d] Morning #digital friends! Not sure where we'd be without ☕️?. #didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —>http://nextshark.com/9-reasons-elite-entrepreneurs-are-using-study-pills-to-crush-work-1/ #google #instadaily #instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts #me #love #energy #awake #business #women #girlboss #marketing #professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem #keurig

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