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.
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.