Kari Paul: Brand loyalty as a distribution strategy
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Transcript of Kari Paul: Brand loyalty as a distribution strategy
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BRAND LOYALTYas a distribution strategy
reliance respectgrowth
socialengagementaudience
retention
assuranceadvertisement
relationship
metricssecurity
trust
confidence
satisfactionquality
marketingsupport business
focusresearch
strategyreferrals
potentialexperience profitability
model
process
value
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Freelancers & publications: a symbiotic relationship
Finding viral stories is beneficial for both
If your story gets no traffic it’s less likely you’ll be hired back
It all comes back to:
❏ Good news sense ❏ Headline writing ❏ Social potential
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Personal traffic as a freelancer
VICE❏ Motherboard❏ Broadly❏ VICE❏ Noisey
NYMagQuartzCosmopolitanComplex
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‘Hundreds of Witches Just Hexed Stanford Rapist Brock Turner’
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Social media and brand loyaltyWith the rise of social media, people do have attachments to authors rather than publications
Ann Friedman
My experience:
❏ Full time contributor to full time freelance
❏ Full time freelance to full time reporter❏ Brought an audience with me each
step
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From freelance → full time: a brand transition ❏ Benefits to me
❏ Larger audience❏ Consistent work❏ MarketWatch is the best
❏ Benefits to MarketWatch❏ I bring my young, diverse audience to their
older demographics❏ Freelance background gives me insight on
what people want to read across the web
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MarketWatch and brand loyalty
Referrals for month of February● 33.8% of traffic comes from “Direct” traffic, meaning people came directly to that article
from no discernable place (clicked on link from an email, a PDF, etc.)● 28.9% came from Internal, which means they came directly to MarketWatch.com –
something rare for most media sites
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High number of return visitors:
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Average referral sources among top 100 news sites, May-July 2015
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Top referrals -MarketWatch vs. average of top 100 news sites
MW top 8 referrers
1.MarketWatch.com (homepage)
2.Google
3.Yahoo
4.Facebook
5.Drudge
6.Twitter
7.Google News
8.MarketWatch Big Charts
Other sites top 8 referrers1.Facebook2.Google3.Yahoo4.Twitter5.Bing6.Direct Homepage7.Drudge8.NewsNow
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Personal traffic as reporter
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One story: a sample
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Another sample
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❏ Journalists, both freelance and full time, need to pay attention to metrics
❏ Personal brand = more views❏ Brand loyalty = more views❏ Combine these in a full time capacity for max increase in
engagement