Mequoda Method Habit #6: Using Content to Drive Traffic

ARTICLE SNIPPET - The way a publisher prioritizes sources that drive traffic is a major differentiation of The Mequoda Method vs. traditional publishing models. Traditionally, magazine or newsletter publishers have generated 95 percent of their publication's revenue by spending money on media—particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some television and other direct-marketing sources.

When those long-time publishers switch to an online presence, most of them continue to rely on paid media—particularly offers emailed to paid email address lists—to drive traffic. And while paid media sources certainly may remain a viable part of an online publisher's promotional mix, no equivalent paradigm exists in print publishing for online brand-building methods that successfully drive traffic, such as distributing free media, using search engines and link-building.

In this Internet strategy skill builder, Don Nicholas and Jane Zarem lay out Mequoda Method Habit #6: Using Content to Drive Traffic. They detail each user-centric method, such as PR, SEO and link-building, that leading-edge publishers are using to drive traffic. Unfortunately, many publishers today don't understand the power of user-centric content.

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