Not only does inbound marketing, social media and ads live up to the current marketing. You have to be equipped with the best weapons to reach the so desired target audience, wherever he is. Formerly known as the Public Information, the Publisher has been a tactic used by many companies to mark a digital presence in search of results “beyond the bubble”. Come with me, I'll explain.
Contents
Toggle- Understanding the Publisher
- Post Office or Brand Content?
- Effective for SEO strategy
- How to Make a Publisher
- Case Publishor NVX – National Vox Digital
Understanding the Publisher
By the letter means the junction of words “advertising + editorial” and works in the same line of marketing with influencers, because they are nothing more than paid posts to the site or Blog that convey them.
It is also called advertising editorial, advertising article or simply publi (this is more common on social networks). You must have run into a lot of them on the Internet and maybe you didn't even notice.
And that's really the intention, if you mix for example between titles and news on the websites so that the user can click and access advertising content. Above all, the Publisher must appear much more reliable in the eyes of the consumer.
If you are going to create a text on your company's blog, you may be perceived more as advertising than as valuable content or even (and most likely) not having visitors reach.
Imagine the same article posted on a wide-ranging site in your region, people tend to believe what was said because the Publisher should be understood as an impartial analysis. The review format is one of the most successful.
Post Office or Brand Content?
Don't confuse the two things, which are completely different:
- Branded Content is focused on target audience
- Publisher is the company talking about itself
The Publisher, provided it is well done and applied, can be the most assertive strategy in certain situations for greater brand reach.
In it, the advertising goal is wide open. Some publishers even own the company logo. The content is produced to exalt the qualities of the company and its products or services, without half words.
Normally, the vehicles inform that the content is advertising, often on top of the page or screen, it is written “Publicitarian” or “Publicitarian Information”, being the most ethical way to inform the reader and viewer that it is an advertising piece.
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Effective for SEO strategy
It is necessary to understand that in the digital universe, each domain or page has its own authority and inserting links of references to other texts is viewed by Google as a way to pass authority, proving the reliability and quality of the content.
This is where an important benefit comes into marketing, because Publisher can also be a great way to conquer backlinks (links that connect another site to your site) and that improve the positioning of pages, in search engines.
And unlike what happens with sponsored links and ads, they sound natural.
The higher the authority of the page, the more authority it transmits. A link inserted in a publication in a large news portal, for example, has a greater weight than in a newly created blog.
Publisher helps in the construction and reputation of the brand
Many entrepreneurs want to achieve more market recognition for their brand, and the Publisher is effective in this. A paid text published on a website of much audience and trust, takes your brand to a new level of authority. Not by chance, this is a strategy used by large companies.
Imagine the result of publishing a positive story about your business on a famous news portal, even if it is regional or local. This is possible, since several websites and platforms recognized in the market, including magazines and newspapers and even streaming, market advertising spaces.
Think of the case of an unknown brand that needs more prominence on the internet. A good content telling your story and results can get a target audience interested in what you do or sell. Brand construction often takes time, therefore the Publisher can be used as a tool in this journey.
How to Make a Publisher
First of all, it is good to say that quality in your post should be the main goal, so it is time to understand how to build an assertive Publisher. I've separated some tips for you to plan quality content:
Adding Value to the Reader
A good delivery of value must always be on the radar of your marketing and with paid publications this also happens. Remember that your focus will be to dialogue with the audience, but without focusing too much on the sale. It's the same line of building rich materials for inbound strategy.
Therefore, take into account that your Publisher or “advertising” needs to pass a message of value to those who read. Avoid writing an ad only about your product or company. Instead, seek to make a more subtle approach. Or even if it brings a solution to the interested reader.
It is important to highlight that the format should be the same as a common blog/site article. Like this article you are reading for example. I'm bringing you information that generated your interest and curiosity, so I'm bringing you the best and best practices on the topic of the Post.
Deliver what was promised in the title
Forget the articles and posts “click-hunting”, which can scare away readers. It is essential that the content posted delivers the idea announced in the title. Some content creators underestimate the intelligence of their readers, leaving in the air a feeling of deception.
If your title promises anything, keep that promise in the course of the text. And for this reason it has to be carefully thought, since it will be one of the main elements to draw the attention of its reader.
The title should contain a main keyword, not necessarily the brand name or business, but that can link the main goal with the strategy.
Bring solutions to your audience
This is certainly the most important tip to create a killer publisher: to be able to solve real problems for your target audience. Using the content to pass on valuable information that people are looking for, helps in social proof.
Some examples: successful post, sector or market data, infographics step by step, tutorials, regional curiosities, important events, or even complete guides.
Meeting the interests of the audience in focus should always be one of your priorities when formatting a public-sectoral. The clearer and closer your approach, the better your results of reach will be.
Have CTA (call for action)
As mentioned at the beginning of this article, the goal is not to sell directly, but the publishers are rather a kind of advertisement that ends up serving for a purpose of your company. Which can be to disclose your brand or product and also improve your reputation on the market.
Always try to insert a CTA (called for action) within the created content.
This call can be strategically at the end of the text, for example. However, it is essential that it be simple and make the reader take action without realizing it.
Your CTA can simply direct to the site or some important page that complements the content already read by the user. Usually storytellings or YouTube videos are effective.
The content needs to be “Profi”
When creating a publisher, make sure it has rich content. Also because companies selling advertising space charge dearly for this paid post opportunity you are having.
So, enjoy the full potential of the chosen platform. In addition to creating content that is attractive, make sure that your creation is in the hands of copywriting experts and do not hesitate to invest in the service of a digital agency.
The most important focus of the Publisher is to awaken the attention of the largest number of people possible. Therefore, the content needs to be direct, creative and persuasive. Search for cases of companies that offer the format.
Case Publishor NVX – National Vox Digital
Colombo stores were about to open a new headquarters in downtown Florianópolis and needed to disclose to the residents. The company's marketing has hired space to Publisher at the portal “Eye On the Island”, media vehicle belonging to NVX – Nationalvox Digital since its foundation, 18 years ago.
An agency team, with journalist and photographer, went to the venue on the day of the event and covered the inauguration, listening to consumers, directors and managers. Article which can be read HERE, sought to value the fact that one of the most coveted addresses for the capital trade in historical building on Felipe Schmidt street, has received a new reference store of departments belonging to the group that expanded its investments in new units in the south of the country.
This demonstrates the authority of the brand that he bet on Publisher seeking hyper-local portals, as is the case with DONI, reaching exactly the target audience intended, in the case of consumers in Florianópolis, SC. The company had a great move in the first days of operation.
Needing a Publishery with great reach in the region that encompasses 1.2 million inhabitants in SC? Talk to me here.
