Online media is rapidly expanding its reach, but the medium itself remains largely invisible to most people.
As digital media companies struggle to compete, the most obvious and practical solution is to get your content to the right people, says Michael Sussman, a professor at MIT Sloan School of Management.
“The internet is an opportunity for everybody, but most of us aren’t going to have access to it,” he says.
“You need to be able to build a community, and then it will be a matter of finding those people and then getting them to share your content with their friends.”
With an audience that includes a growing number of people who have never heard of the site they’re reading, online media companies face a challenge: They can’t get enough eyeballs, but they also can’t keep them coming.
And in an era when people are so hungry for information, they are more likely to share it with others than with their immediate family.
Sussman and other online media experts are working to build community, by making sure content is available in ways that people will find.
These include, but are not limited to: social bookmarking sites, video sharing sites, and blogging platforms.
“There’s a huge market for people who are just curious and interested in a topic,” Sussmen says.
“It’s just a matter what you do to get them interested in it.”
In a recent study, Sussmans and colleagues at the Harvard Business School found that people who found content on the internet were more likely than those who did not to report being interested in the topic.
“This is going to be a huge driver of growth for online media in the coming years,” he predicts.
But online content has its challenges.
A study by the University of California, Berkeley, and the University College London found that only 37 percent of the web users who clicked on content on their phones or computers said they were interested in that topic, compared with 62 percent of those who clicked in a traditional newspaper.
Suck it up, Suddons says.
Get on board.
He suggests that if you are a content creator, create content that will help attract a community of readers and subscribers.
“That’s really the only way you’re going to make money,” he warns.
“If you just want to make the internet fun again, then you need content.”
In the meantime, Suddy says that you need “to be the story of your own story” by creating content that is useful for your audience.
“When you have content that’s relevant and useful, you will get people talking about it,” Sudds says.
And as you get more and more people interested in your content, you’ll see people sharing it on social media, he adds.
“I think it will make a huge difference to your business.”
For example, he says, a study of more than 40,000 people found that, as their online audience grew, the number of times they clicked on a link they read about online content increased.
That’s a sign that people are really interested in what you have to say.
But as you add new content to your website, it’s important to understand what types of users your content will reach.
“You don’t want to try to attract people with a specific brand of content,” Suddy advises.
“The best way to get people interested is to give them a wide variety of content that they can share with different audiences.”
So how do you make your content more relevant and valuable?
Sudd, Sargeant, and Suss discuss the latest research and how you can start using it to attract more customers.
Sargeant is also the founder of online marketing agency Gartner, which tracks online trends and trends in digital media.
“Online is a great place to build your business because it’s so dynamic and growing,” he tells Next Big.
“But it’s also a great opportunity for you to make some money, because it has a high conversion rate.”
For us, it really comes down to understanding the different types of people we can attract and making sure that the content we provide is relevant to that.
“The key is to be flexible and offer content that appeals to both your audience and to your clients, Sargant says.
You need to offer content to people who can relate to what you’re trying to say, but also people who will want to listen to your ideas, as well as people who might be interested in learning more about you.”
That means, for example, making sure the content doesn’t make people feel overwhelmed. “
Because of that, the content needs to be tailored to meet the needs of your audience.”
That means, for example, making sure the content doesn’t make people feel overwhelmed.
You don’t need to have a whole series of articles about every single topic, Samin says.
But you also don’t have to include every single aspect of your