How Domain transformed its business in five steps
With many traditional publishers struggling with how to monetise and commercialise their content offerings, Domain’s editorial director Toby Johnstone shares how Domain changed its journalism model into a business channel in five steps.
Johnstone says there were five steps to Domain’s transformation, the first being the need to modernise its newsroom, which included a focus on marketing platforms, SEO and video, not just people’s opinions.
Toby Johnstone at Mumbrella360 earlier this month
“We don’t just use our digital marketing platforms to push ads through the web, we use a lot of the ad spots to push content. Why? Because we know content works.
All the fluff, air kisses and “blah, blah, blah, aren’t we great” aside:
They built a kick arse, clean, intuitive app where you could search listings on Google Maps – kapow! It absolutely p1sses over anything REA have.
We’re in a bubble! We’re in a bubble! We’re in a bubble!
Housing affordability! Millennials! [Insert buzz word]!
Regards,
Domain “journalism” team.
“People don’t read ads, they read what they like and sometimes those things are ads and that is why sponsored and branded are extremely popular,”
So they do read ads, or they wouldn’t read it all.
It’s pretty impressive what they have done