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Our good friends from TheCodeCo affirm that regardless of whether your initial website has helped you grow into the person you are today, this does not mean it's always going to work. This article was published by permission. go to the original piece here.
You and your trusted publishing platform have gone through quite a few things. You're deeply attached. It's only natural that you'd desire to try everything you can to provide nostalgic memories from the past times.
Although your first web design helped you become the successful web designer you are today however, that doesn't mean it's going to last to the next stage. Just like all relationships lasting a long time, breaking up is hard to break up. However, don't let your feelings hinder your advancement.
Are you prepared to tie an affiliation to your website?
Sometimes, it's simply necessary to face the facts. You've changed. The business has evolved. The time has come to change. It's already clear. However, you feel like an easier time stumbling around in the old creaky CMS in search of an alternative, button or magic that will help you get out of the endless confusion.
Why? because it's a technology project. The majority of people (even those who create digital content) dislike technology. In fact, a research conducted of Chapman University revealed that technology was Americans the second most significant cause of fear. That's right, technology is scarier than death (and just a little less frightening than having to experience an earthquake). If you're looking to get ahead in your career as a media professional, it's the perfect moment to confront your fears and review your relationships with the people that you are concerned about the most.
The tech stack you have is behind you
Does some of these scenarios familiar?
- The editorial team on the website is now involved in website administration and process
- The expense is enormous in order to accomplish seemingly easy steps.
- One quarter of your technology budget is used to make sure the lights stay up for your site.
- Your development team has told you that something cannot be achieved "because of how the system is built"
- The amount of users who visit your site has been increasing, yet your profit remains flat.
- Marketing agencies have been asking for data on the audience that you aren't able to provide.
- You're running out of advertising inventory , or do you feel an uncomfortable feeling that you're not maximizing revenue
- The model of business you've implemented has drastically changed since the time you launched your business.
If you're in agreement with any of the above statements, it is time to take a serious look at a technological change. For any publisher that's grown frustrated with their site, Replatforming is typically the best way to bring about substantial lasting change. The process can produce results overnight.
Why publishers fear tech projects
In reality, there's more than just technological anxiety that is keeping you from taking that leap. It's the fear that technology is being faulty. For most digital publishers, the reason they are hesitant in trying new things can be attributed to one (or several) of these nightmare scenarios"
- The blow-out cost
- Never-ending projects
- The incorrect agency
It's completely normal. Your business is an organization that is digital during one of the largest periods of disruptions humanity has witnessed. That's why you're less than enthusiastic at the possibility of a massive reconstruction of your website. The wait-and-see method does not lead to success as the latest McKinsey research , 'Digital Strategy in a Time of Crisis' demonstrates.
MCKINSEY, 'DIGITAL Strategy in a Time of THRILL'
What kind of technology might publishers consider spending money on?
If this is the right moment to invest in technology it is important not to over-invest. Tech debt is easy to accumulate, however it is harder to clear. Publishers are overwhelmed with technological alternatives. So, every project should begin with a thorough discovery. This gives media companies an opportunity to thoroughly explore their options, decide on their priorities, and avoid costly mistakes.
The key to being successful in the world of media is knowing the most effective technology to put your money into. As Steve Jobs famously acknowledged, technology is nothing more than tools that aid the work of great individuals. It's the actions you take using that tool which is what makes the difference.
It is the truth, technology should never be complex or difficult to understand.
When introducing a new tool or technology, you should think about "How will this improve my company? If you don't have an answer, then you're just creating more chaos. In working with the media, our way of working always worked has been 'anti-complexity'. Our goal is to provide an impactful and profitable business outcome in the simplest possible way? By ignoring the distractions of flashing lights and other unnecessary devices, we ensure that the budgets of the client are used only on areas that are is truly essential. This means that your project will end without any unexpected expenses as well as all worst-case possibilities are eliminated.
HTML0 The most effective changes are typically simply a consequence of modifications that have been executed with care and linked seamlessly to core business objectives.
The reasons why the traditional publishing objectives are not correct
The first step to determine the requirements for your technology is to establish your company's objectives. This is the sort of thing that authors generally tell us is their primary goals
- More traffic
- Advertising in addition
- It's time to finish it
In the past, they were thought to be things to target. The advent of information changed the game of publishing.
Use technology that is compatible with your publishing goals
Focusing on traffic doesn't mean that you can increase the size of your digital publishing website. Advertisers who are interested in your site don't need to know the number of people who visit your site. They want to understand those who visit, how they engage in their content, and their value to their particular brand.
In this constantly growing data-focused client base, vanity metrics such as traffic are barely scratching the level. It is important to think beyond the sale of advertising, and instead focus on how you can leverage technology to establish profitable partnerships with brands. Once you've got the proper stack in place, you'll be capable of making more money from your time.
The goals that you must achieve:
goal 1 Improved data about your audience The more you know about the people you want to reach and their needs, the better you are able to optimize and enhance your website's content. This results in greater engagement (see Goal 2.) and also gives you the opportunity to develop compelling client opportunities (see Goal 3.)
Objective 2: More participation of the audience: An engaged audience can be a powerful audience. This is is an ideal time to become a niche-based editor. As a part of a small, vibrant community is where future opportunities lie for media operators.
3. Increased opportunities for marketing to clients If you've accomplished Goals 1 and 2then Goal 3 will occur naturally. If you can provide smart, personalised marketing solutions for clients, you'll be an attractive target.
The technology for publishing can be an exciting development.
After you've decided on your objectives, it's appropriate to examine your technological collection. In the case of digital publishers trying to scale this is the initial issues we take on:
Content Management System
Your business is based on content consequently, you don't have to be a professional to understand how important your content management system (CMS). An excellent CMS serves as the foundation for every digital publisher that is profitable. It's (or it should be) the sole source of information and is capable of meeting every need you have for editing and marketing.
If you're a developing media provider, you shouldn't ignore WordPress. Well you could, but you'll likely regret it pretty fast. Numerous platforms have tried to take on WordPress but none can be able to compete with its flexibility, reliability, as well as its integration capabilities.
Learn more: Drupal Vs. WordPress: What's best to publish digitally?
Although you may have an immense publishing business however, you don't have a reason to choose the CMS of your choice. The CMS's that are proprietary have a rigid cost structure and may be a reason to lose ground if (or most likely, when) technology develops at the pace at which it's at.
Many people don't realize is the fact that WordPress can be optimized to handle complex workflows. We are doing it all the time. The problem is that the publishing platforms are extremely complex and you are not likely to find developers that have the capacity (or time) to fully answer any specific request. In the end, with a variety of workarounds, you end up having a complicated publishing structure.
What are the advantages and disadvantages for SaaS publishing platforms, such as Substack and Medium?
Are you a writer or just a little fascinated by the technology of publishing, SaaS solutions are great. But, the plug-and-play stack of technology can be a huge warning for publishers who are serious. Would you be willing to let your entire business dependent on a plugin costing $50? The majority of our work at The Code Company involves 'rescue operations' for publishers who learned this experience the hard way.
Learn More 3 biggest mistakes committed by webmasters when building or replatforming their websites
Hosting Platforms
Slow websites are the most efficient method for loss of viewers and advertising. This is why choosing the correct hosting system is essential. When choosing a server, there are two choices:
- Self-managed hosting
- Platforms that manage hosting
The past was a time when because of the complexity of their needs many enterprises decided to create their own hosting infrastructure. However, managed hosting platforms have developed in such a manner that almost all the essential requirements of publishers growing have been taken care of.
Learn More: What is the ideal hosting service for digital publishers? Managed hosting is a good option if you're making use of WordPress. With regards to reliability, security as also backups, caching, and upgrades, the features offered by hosting platforms like WordPress Engine and WordPress VIP can be compared to the most reliable. They will also help you save money. The merits of hosting platforms when working with a new client to publish. By changing them into managed hosting and saving them more than $200k each year!
AdTech
Our team last week had a conversation with a tiny publisher that is able to attract a large crowd, which companies were knocking at their doors to advertise. A publishing dream come true? You'd think. However, there was a problem. They had run out of stocks. It was impossible to find enough ads on their site to accommodate client requests. The margins for profit were decreasing, but they were unable to cut clients off.
The first thing we did to turn this situation around was the hiring of the AdOps team to correctly implement Google Ad Manager and build an efficient WordPress integration. This gave editorial and advertising departments complete control over the management of campaigns and the way they are targeted. It also contributed immediately to a significant increase in ROI as well as an incredible increase in customer revenues.
The focus of publishing shifts quickly from traffic to targeting , and focussing on the most relevant customers will require more intricate ways of advertising. For the best chance of maximizing future revenue, now is right now to think about how you can position your AdTech for success.
Data Collection Tools
Are you in possession of an Information Goldmine? Probably. There are many digital publishers, but only a few people are aware. They're also not conscious of what they could make of it in order to grow the amount of money they earn. This is what the AUNZ WPP Director of Operations Jens Monsees made this point at his 2020 Mumbrella 360 when he likened the digital world to high school sexuality.
"Everybody has been talking about it. However, just a few actually do it and no one is performing it properly. More than that is just talking and you must understand it. What format is the data in? How can I access it and learn from it in real time? What proportion of customers have the right data strategy in place as well as the infrastructure IT under it to harvest and make sense out of this data?"
When you've got the right technology you can gain profound behavioural insights that show the user what they are doing over a longer time. One way to start is by adjusting your ESP (email service providers) to determine what types users are clicking on. This allows you to tailor your user's experience to their preferences as well as provide highly specific advertising options for your clients and content.
"Behaviorally targeted ads have twice the useful and as efficient as ads which aren't targeted"
Google Tag Manager (GTM) should also be on your radar. As the name suggests, GTM allows you to manage tags on your website. It's been a game changer for website owners since it allows greater control over the types of tags that are used on your site which means that you won't need to keep contacting developers for trivial updates. GTM Event Tracking Tool GTM Event Tracking tool is a powerful method to monitor interactions between users as well as particular elements or features on your site..
READ MORE The Server-Side Tagging with Google Ad Manager What does this mean for the publishers?
Parting thoughts
If you're a digital publishing company You're in a long-term partnership with the technology. Is your site giving you all the information you require to reach your objectives? Are you hesitant to make changes because it's familiar and comfortable? Be aware that none of the greatest achievements were ever achieved in a comfort zone.
However, innovation doesn't need to be a burden. With the right technology companion and an uncomplicated mindset both you and your platform are able to live in peace for the duration of time.
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