How the New Yorker Uses Blog Writing to Drive Sales

How the New Yorker Uses Blog Writing to Drive Sales

As a form of content marketing, blog writing has a very specific advantage: it keeps your content fresh.

In fact, the majority of blogs are updated as often as once per day, which is basically more fresh than any platform other than social media.

Fresh marketing content is particularly good at keeping readers engaged. Thus, it is doesn't come as much of a surprise that the New Yorker has implemented many of the techniques of blog writing into it marketing scheme.

New Yorker's Revival

Like many print magazines that have only just begun to enter the digital age, the New Yorker experienced significantly reduced sales in recent years.

But those sales have enjoyed a growth spurt due to the new marketing scheme that the New Yorker is employing. This scheme is best described as a "content first" marketing scheme.

The New Yorker's situation is a bit odd, because the "product" of the New Yorker is content. Thus, you have content marketing that needs to convince the audience to pay for content.

That is sorta like giving people free admission to a horse show and then trying to convince them to pay more to see the thoroughbreds. In point of fact, this is almost exactly how the New Yorker's marketing has been effective.

The New Yorker makes high quality content available for free, including archives of past articles, in whole or in part. After the reader is hooked by the engaging content of an article or two, a rather low cost pay wall stands between the reader and additional content.

Having gotten a taste of great quality content from the free portion of the site, readers are more apt to pay for additional content.

Copying the Success of the New Yorker

While most traditional content marketing campaigns aren't marketing news sources, the technique here still applies.

A top quality blog with excellent blog writing will engage the interest of your audience. Great content that constantly offers a fresh perspective effectively advertises itself.

Readers who finish an entire blog article are much more likely to click links, share the content, or further explore the rest of your website.

Mickey David

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Mickey has degrees in linguistics and logic from a top 25 university. He has been writing online for the approximately five years, specializing in gaming, hobbies, and media. He has never missed a deadline. Quality and speed are equally important to Mickey and he'll never sacrifice one for the other.

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Val Tanaka
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Val Tanaka

That is a very smart idea. I can’t tell you the number of times I’ve wanted to pay for an article somewhere reading a few paragraphs and then hitting a “pay wall.” It’s like having a movie end with a cliffhanger, and the only way to find out what happens next is to pay for the next movie.

Georgia Potts
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Georgia Potts

I think this is the direction that journalism is headed into. I remember when I last worked for a newspaper, the readers would complain that the articles weren’t on the website for free. Well, why would they be? This is a great compromise.

Earl Dotson
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Earl Dotson

It’s great to see the New Yorker, a publication that began in 1925, find its way back to relevance. Other print magazines would be wise to follow the New Yorker’s lead if they haven’t already.

Georgia Potts
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Georgia Potts

It’s always been a fascinating read. having a low-cost paywall needs to be the wave of the future as far as online content. It certainly beats half a page of ads.

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