We can happily bang on about search marketing until the cows come home, but Clickmate is unequivocal about the one thing that underpins any good digital strategy, and that’s content.
This fact is becoming painfully obvious in the war that newspapers are currently waging to stay afloat. In the good old days, newspapers were physical platforms for display and classified advertisements. Journalists were there to provide the meat to the newspaper, the stories; the reason why people bought them in the first place. But journalists, sub editors and editors are not cheap, so the cover price alone could never support the running costs. Display and classified ads brought in the revenues and allowed newspapers to make big profits. More…