Re-Targeting is more than serving up the same ad, over and over . . .

We talk a lot about individualization—whether in the context of marketing our own content or paid advertising. It makes a lot of sense, but sometimes it’s hard to know how effective it is.

We’ve been talking about how BtoB Publishers can apply Buzzfeed’s techniques to a video strategy. 

We get it, video can be a really daunting endeavor for BtoB publishers, but it’s also a necessity in any digital-first content marketing strategy. Simultaneously, media sites like Buzzfeed have emerged as leaders in producing targeted content. 

We’re going to guess that Facebook is one of your primary targets for social sharing (yes, for BtoB, too) because recent numbers suggest that Facebook should be part of any social media strategy.  

How can BtoB Publishers put The New York Times' lessons in social media to work?

With all the focus on audience behavior in online media,  it’s exciting to consider that we have a variety of tools at our fingertips for learning more about how people behave online,

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.

The NY Times digital innovation report tells us that learning how to think digital is the key to success.

Focusing on subscriptions, renewals, and ad revenue is a tried and true recipe for success in the media industry.  Increasing Revenue per Reader, however, requires a willingness to leverage our industry  expertise, experience and energy to deliver an experience that engages readers differently. Don't worry; while the New York Times has just recently made Events a priority, leading BtoB publishers and Niche Media show the way for the rest of us.