Author: Lydia Gilbertson / Source: Moz Being a small or startup publishing company is hard. The digital advertising industry is broken. L
Being a small or startup publishing company is hard. The digital advertising industry is broken. Larger companies like Vox and Buzzfeed are some of the only online publications that can hope to monetize their content effectively. Smaller niche publications often have an even harder time attracting return visitors or getting people outside of their current active users to see their content at all. Already at a disadvantage, most small publications are also understaffed and underfunded. These publications can use content marketing and search marketing concepts within their online distribution strategy to better reach their audiences and to compete with bigger publications.
Platforms as distributors
Somehow, platforms have long been both the saviors and the destroyers of the digital publishing industry. Regardless, they’ve become a necessary evil for the content distribution strategy of almost all online publishing companies. There’s no real harm in trying out different ways to reach your audience, but don’t waste your time on a platform that isn’t growing your audience or enhancing its engagement. The usual contenders being Facebook and Twitter, there are a few more platforms that can be easily utilized towards helping you to reach your audience.
Google’s Accelerated Mobile Page (AMP) project is a complex attempt by Google to make pages load faster on mobile devices, keep users on their platform, and to better engage with the publishing community. Many larger sites report a lot of success using AMP. Smaller publishers may be wary of trying out AMP on their sites, out of fear that it will further overwork their staff or that it requires an intense amount of web development knowledge. However, Google AMP is fairly simple to implement (more on how further down the page) if you’re using WordPress or another common content management system.
Companies using WordPress will have an especially easy time adding AMP to the list of ways they distribute their content. Both WordPress and Yoast have plugins available to put (and manage) your content into the AMP format. Medium is also in the process of allowing its users an easy way to designate AMP content. Here are a few things to keep in mind before publishing your content via AMP:
- Make sure it’s in article format. AMP is meant for blog posts and news articles, so don’t try to publish products or landing pages using Google AMP.
- Be conscious of the audience you’re publishing for when using AMP. Articles that appear in the Google AMP carousel in the SERP are usually topical and considered “news.”
- If your site is struggling with speed issues, AMP could be a part (but not all) of the solution, as it will help your articles load more quickly on mobile devices.
- If your site doesn’t use WordPress, implementing AMP might be a little bit harder than just downloading a plugin for your CMS. Find more out about that process here.
- Analytics tracking should be included in your overall traffic and segmented to show how much traffic comes from AMP. Find out more about AMP and Google Analytics…