One of the most exciting aspects of working with over 400 of the world’s top storytellers is that each day brings new, thought-provoking questions on a variety of topics related to paid content distribution. While these question-and-answer exchanges typically occur through direct communication with our customers, at Keywee, it’s also our goal to share knowledge and industry insights with the broader publishing community. For that reason, we decided to dedicate a recent webinar entirely to that very idea, and invite storytellers to ask us anything about what to expect from the world of content distribution in 2019.
Joining us for the webinar was our own VP of Customer Success, Ido Ram, whose expertise in content distribution comes from working closely with many Keywee customers over the years. In the webinar, Ido fielded questions on a range of topics that included tactics for growing traffic, the potential that Instagram Stories pose to publishers, which content monetization strategies he sees having the highest ROI in 2019, and much more.
Continue reading for Ido’s take on reducing the cost of paid distribution in 2019, and watch the full webinar below for additional insights on a broader range of content distribution topics.
Reducing the Cost of Paid Distribution in 2019
CPC prices steadily increased throughout the past year, and we expect to see that trend continue in 2019. While there’s no silver bullet for overcoming this hurdle, there are two steps that nearly every storyteller can take to help bring down distribution costs.
The first is to create a smart spend strategy. Plan ahead to determine the best way to spread your budget over a given timeframe. When will CPCs be higher? Lower? More efficient? Understanding how CPC prices ebb and flow over time will help you make the most of your budget, whether it’s weekly, monthly, quarterly, or yearly. For example, we know that content distribution prices on Facebook are typically the lowest during the first few weeks of the year, which makes January an attractive time to experiment because the stakes are relatively low. (Bonus: A great resource for insights like this is the The Keywee Facebook CPC Tracker – sign up here if you’d like to receive regular updates and analysis on Facebook CPCs.)
Of course, another major factor in determining the cost to distribute content on Facebook is the content itself. From our experience, having more content at your disposal almost always lends itself to lower CPCs. For that reason, we recommend developing a robust content strategy. Ideally, you’ll want to create a large volume of content on a wide range of relevant topics. Doing this will increase the number of potential new audiences that you can target on Facebook, thereby offloading tension on high-demand audiences. Think of it this way: instead of distributing a single piece of content to a limited set of audiences, which can get expensive quickly, it’s often more cost-effective to distribute multiple pieces of content to a larger set of less-competitive, smaller audiences.
To hear more content distribution advice for the coming year, watch the full webinar:
At Keywee, we make stories relevant and powerful for the world’s best storytellers — like The New York Times, The BBC, National Geographic, Forbes, and Red Bull.
Today, people aren’t coming to websites to search for content — stories find their audiences in feeds and apps. The upshot? Distribution is now the key for effective storytelling. Keywee’s platform unlocks audience insights using AI and data science, and infuses them into every step of the storytelling process: from topic selection, to story creation, to distribution and optimization. Keywee is backed by leading investors such as Google’s Eric Schmidt and The New York Times, and has been a fast-growing, profitable startup since its inception. To learn more, request a demo here.