By: Elizabeth Coffey, Marketing G2 Digital Marketing Specialist

Publishers of all kinds are trying to cut through the noise and capture their audience’s attention. Attention, though, is a finite resource. Customers (readers, viewers, listeners, etc.) must choose carefully when deciding where to spend their attention or be quickly overwhelmed.

In order to get your customers to spend their attention with you and choose your content over that of your competitors, you must provide them with value, a reason to turn to you when they want to be informed, entertained, or distracted.

Consider using these types of content if you want to drive traffic and increase revenue.

1. Premium content – Content that you give away for free has little-to-no value. Put your best content behind a paywall to drive revenue and subscriptions. Put an air of exclusivity around your work to market it effectively. Audience members like to feel like they’re a part of an exclusive club.


2. Authentic storytelling – Your brand, your unique voice, and the personalities of your journalists are all great ways to drive traffic to your website and to differentiate your publication from the competition.

What are you doing to grab your audience’s attention?