As the industry travels further and further in the direction of individualization it's clear that it isn’t just about employing demographic and behavioral data. It’s not even just simply about relevancy. It’s about contextualization.
We've talked recently about current trends in audience behavior. General trends provide valuable insights for your content marketing approach—but it’s also helpful to try and drill down to specific facets of the population—to focus our tactics to engage specific readers.
As a BtoB publisher, you know that revenue diversity is the key to success in our digital world. It’s no wonder that buyers' guides or directories are becoming an even more powerful tool for publishers—providing valuable information to readers and precious ad space to sponsors and advertisers.
BtoB publishers talk a lot about driving traffic to their websites, and it’s true, increasing traffic is an important goal—but you don’t want your visitors to keep on driving through. You want them to park for a while.