The Publisher of News Express, Isaac Umunna, has disclosed how to turn content on a news website into revenue at the 9th Annual General Conference of the Guild of Corporate Online Publishers (GOCOP).
Umunna spoke on Day 1 of the conference on Wednesday in a paper titled: “Circulation: The Secret Behind Making Money in Online Publishing.”
He highlighted how publishers can leverage circulation to increase engagement, attract advertisers, and ultimately generate revenue.
He emphasised that while quality content is crucial, it was circulation that often made the difference between success and failure in the competitive world of online publishing.
He began by explaining that circulation is more than just the number of people who visit a website, explaining that it was about reaching the right audience and ensuring that the content gets seen by as many potential readers as possible.
He used an anecdote where a man was trying to woo a woman in the dark and his strategy was to wink at her in the dark.
He used this to point out that without proper strategy, in this case circulation, even the best content can go unnoticed.
Publishers must actively work to get their content in front of their target audience, and this requires strategic distribution efforts, he said.
One of the most effective ways to ensure that content circulates widely is through social media channels, Umunna said.
He stressed that publishers must share their content across multiple platforms such as Facebook, X, LinkedIn, Instagram, and Telegram to maximise visibility.
He encouraged attendees to make use of social media sharing buttons on their websites to facilitate easy distribution.
He also highlighted the importance of email newsletters as a powerful tool for circulation.
By collecting email addresses through website sign-ups, publishers can build a loyal audience who will receive regular updates and newsletters.
Umunna noted that while social media provides broad reach, email offers a more direct and personalised form of communication, helping to build stronger relationships with readers.
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He recommended that publishers send out daily or weekly newsletters, depending on the frequency of their content updates, to keep their audience engaged and informed.
Another key point he made was the value of building brand loyalty through consistent publication.
He explained that regular publication helps to maintain a steady flow of traffic, and once publishers establish a reputation for producing valuable content, they can rely on returning visitors.
He encouraged publishers to focus on quality and ensure that their audience sees them as a trusted source of information.
Building this loyalty is vital for long-term success, especially in a world where readers have endless options for online content, he said.
Umunna also discussed paid advertising as an essential part of the circulation strategy.
He recommended that publishers consider running targeted ads on platforms like Google Ads and social media to attract more traffic to their sites.
These ads can be tailored to reach specific demographics or audiences, increasing the likelihood of attracting readers who are interested in the type of content being published.
He pointed out that while advertising does involve an upfront cost, it can deliver significant returns in terms of increased visibility, engagement, and ultimately, revenue.
For publishers seeking to further improve circulation, Umunna emphasised the role of partnerships and collaborations.
He explained that collaborating with other media outlets or businesses could help drive mutual traffic.
By sharing content and promoting each other’s platforms, publishers can expand their reach and access new audiences that may not have discovered their content otherwise.
He concluded his presentation by urging publishers to stay focused on the fundamentals of circulation such as building traffic, engagement, and loyalty.
He stressed that these factors are not only essential for attracting advertisers but also for ensuring the long-term profitability of an online publishing business.
He reminded attendees that circulation is the backbone of a successful online publishing strategy, and it requires ongoing effort and innovation.
In summary, the presentation provided invaluable insights into the critical role that circulation plays in the success of online publishing.
From leveraging social media and email newsletters to building brand loyalty and running targeted ads, Umunna gave attendees the tools they need to increase their reach, attract more readers, and ultimately, boost their bottom line.
The session reinforced the idea that consistent, strategic circulation is key to transforming good content into a profitable publishing business. [With report by Eagle Online]
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