The cross-platform challenge

Publishers face a range of challenges when creating a cross-platform strategy:

There are a range of platforms available to your publication. Here is how to make the most of those platforms to boost your traffic.

Acquiring Traffic With A Cross-Platform Strategy

The traffic landscape

On the modern web, traffic is not concentrated in one place: readers consume content over various channels, whether it be native apps, the web, search engines, or social networks. A publisher’s website is now only one source of traffic in a range of options.

To acquire traffic, publishers must appear where their readers are and adopt a cross-platform strategy that reinforces one brand across multiple channels, optimizes engagement, and maximizes revenue.

Knowing which platforms to use—and how.
There are a wide range of platforms available to publishers, each used by different demographics in particular ways. This means that it can be difficult for publishers to invest the necessary time and resources into developing a unique and effective strategy for each platform.

Keeping pace with new developments.
Each platform is constantly evolving. 
New features and behaviors are always added that need to be adopted and require the necessary dev resources to do so. From a purely economic standpoint, this can be unsustainable because the necessary resources and knowledge are needed to be able to keep pace and implement rapid new developments on the fly.

Guaranteeing a cohesive brand experience across those platforms. Publishers must implement their content on different platforms according to different specifications and restrictions. Without the necessary dev experience and insight, this can dilute the brand publishers work so hard to cultivate. Understanding how to properly configure and leverage the customization options of each platform to offer one consistent, consolidated brand across channels can be difficult for publishers.

Tracking the value of traffic according to its source.
Depending on a platform’s user base, tastes, and browsing habits, the value of traffic will vary. Identifying which platform works best and how to optimize publishing strategies for traffic acquisition and monetization adds a layer of complexity to the cross-platform solution.

How Publishers Can Achieve  
Cross-Platform Success

Have a presence across all relevant platforms.
Wherever there is traffic, publishers need to have a presence. It’s that clear. Publishers need to push content for AMP, Facebook Instant Articles, or 
wherever else a potential reader might be. They also need a publishing strategy that doesn’t cannibalize traffic, but maximizes it.

Now that you have a winning cross-platform strategy, discover new monetization techniques.

Have the necessary development resources.
A successful cross-platform presence requires an appropriate level of investment in development resources. This skillset will ensure that publishers are able to keep a finger on the pulse of innovation and adopt key new features as they’re rolled out. For example, as AMP enhances the ways publishers can customize their pages, such as 
implementing native sharing, they need the resources to adopt this feature as soon as it becomes available.

Promote brand recognition across channels.
Publishers work very hard to develop and mature a strong brand that’s recognizable  regardless of the platform their content is on, whether that is Facebook Instant Articles, Accelerated Mobile Pages, or others.
Ingenuity in engineering and design are musts so that a publisher’s brand and essence - whether it be through their prominent logo or recognizable color scheme - is consolidated across channels.

Leverage insight and analysis.
Publishers need an optimal publication strategy that promotes traffic instead of cannibalizing it. Does this mean that content should be published on all channels synchronously? Or is a multi-dimensional strategy better that prioritizes publication on the web and then pushes content to other platforms with a delay? The answer lies in constant A/B testing and extensive use of tools like Google Analytics and
Marfeel’s Insight dashboard to monitor and track the performance of their content on each channel it’s available. By testing different methods and thoroughly analyzing the engagement results, can publishers implement a strategy that maximizes traffic, and in turn, revenue.


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Marfeel 2018