Uya kutshintshisa abantu abaninzi, kodwa ushiye nathi: I-Digital Advertising ngo-2025 yinkqubo ye-pyramid - kwaye unomdla we-opt-out. Ukuba ungenza i-pink ye-culp for running an ad-blocker, ke akuyona inkcubeko yakho... Yintoni ukutshatyalaliswa kwi-broken, i-surveillance-based ad economy eyenza ividiyo ze-page kunye ne-impressions kwaye iye iye zihlanganisa i-value kunye ne-influence. I-problem yokwenene kubasebenzisi abalandela i-advertisements. I-Nope. I-model ebandayo, ebandayo ebandayo ebandayo ukutshala. Yenza oku ngokucacileyo: abasebenzisi akuyona ama-media ye-digital. I-Advertising yeyona nto. Umngcipheko wayo ngokwenene yi-ad model ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, ebomvu, njl. Yintoni i-“ad fatigue”? Ndiya. Ngaphezulu kweentlawulo ze-IT zithintela umthengisi ukuba iinkcukacha zayo zithembisa kakhulu okanye zithembisa kakhulu. Okanye, ngokufanelekileyo, i- $ 10 million ingxabano yentengiso ebhalwe njenge-"umdlavuza wama-brand"? You bet your sweet Don Draper underpants. Kwaye ixesha siphila umfanekiso phantsi. (i-digital ad model, nto leyo; sinikezela imali elungileyo ngenxa yeengubo ezininzi!) Ahem, ngoko kwi-story namhlanje, siya kuxhomekeke: 
 
 
 
 Yintoni iimodeli yokuzonwabisa yokuzonwabisa. Indlela I-PageView-Chasing I-Sabotage I-Media Quality. Kwaye i-marketers ye-B2B kufuneka isakhiwo: iimveliso eziqhelekileyo, eziqhutywa, eziqhelekileyo kwi-publisher-first eyenza ngokufanelekileyo. Uya kuqala i-clickbait kunye nokuthintela i-content yakho? Nceda siphinde. ‍ The Pageview Pyramid Scheme I-PageView Pyramid Scheme Ukuqala nge-pageviews: I-metric eyenziwe kakhulu, eyenziwe kakhulu kwi-publishing ye-digital. I-PageViews yintoni iingcebiso ze-clickbait, i-liststicles ezincinane, i-UX ebomvu, kunye neengcebiso ebonakalayo njenge-caffeinated raccoon kunye ne-thesaurus. Yintoni ababhaliseli abanikeze kubo kakhulu? Simple: ababhaliseli ufuna "izithombe kwi-goal." Yintoni indlela engcono kunokuba nge-impressions? Nangona iinkcukacha zikhwama, nangona umqhubi uqhuba kwiiveki ezimbini, iimveliso ze-advertising zikhwama kwaye zihlanganisa. Kodwa apha i-rub – i-51% yabasebenzi ze-IT abalandela abathengisi ukuba iinkcukacha zayo ziyafumaneka engqongileyo okanye kakhulu kwi-IDG (i-IDG). Oku kuthatha ngaphezu kwe-erosion ye-trust... i-conversion killer. Uyazi ukuba uyakwazi ukufumana ukubaluleka; Uyazi. Uyazi ukuba uyenza i-relevancy; uye ucinezisa. ‘Turn Off Your Ad Blocker!’ = Creative Bankruptcy 'I-Turn Off Your Ad Blocker!' = I-Creative Bankruptcy Uyakwazi ukufumana i-pop-ups. "Nceda uqhagamshele i-ad-blocker yakho. Uyafuna umxholo lethu!" Ngaba Ngathi Ukusabela ngokufanisa i-trackers ze-68, i-pre-roll, kunye ne-sidebar ebonakalayo ebonakalisa ividiyo ebonakalayo. Ukucinga Ngaba Ukucinga I-CNN yaye i-ublock Origin ifumaneka kwi-Firefox - kwimizuzu embalwa i-68 scripts, i-trackers, kunye neengxaki ze-adware. Umzekelo? Iwebhusayithi elula, elula, efanelekileyo. Ndicinga ukuba! I-Firefox, eyodwa kwizithuba ezincinane ezivela kwi-Chromium, ine-10 million abasebenzisi abasebenza ne-ublock Origin. I-extension elandelayo ethandwa kakuhle i-2 million. Iintlobo ze-Anti-Content. Iintlobo ze-Anti-Garbage. The Laziness of the Ad-First Economy I-The Laziness of the Ad-First Economy ‍ Ukuba ndingathanda kakhulu, nceda ndingathanda i-edge: i-internet ebonakalayo yenza i-media ye-digital. Yenza i-incentive yokwenza i-content ye-quality kunye ne-durable kwaye ilawulwa nge-hamster wheel ye-feeder ye-one-time eyenza kwi-search engine optimization (SEO) yayo. Ngaba unemibuzo? 
 
 
 
 I-BuzzFeed ifumaneka emva kokuba i-Facebook yandisa i-referral traffic. Izinzuzo ze-VC-backed media startups ziye zithunyelwe xa iimodeli zabo zentengiso zangaphakathi. Ixesha elidlulileyo kwiphepha yeengxaki ze-B2B iintsuku ze-29 kuphela ... ngenxa yokuba ixesha elininzi elidlulayo. Kodwa, ngaphandle kokufunda, abasebenzisi be-ad-runners wabelane ukuhanjiswa kwimodeli ebandayo ebandayo kwiminyaka engaphezulu. Yintoni i-bullshit yinto ukuba bafumane ukutya Ukusetyenziswa kwezixhobo ukutya umxokozelo. Ngaba Nceda . Ngaba ngoku, i-Satan Build for the Reader, Not the Revenue Model Ukwakhiwa kwe-Reader, Akukho-Model ye-Income Ukuba unomthengisi we-B2B unamathela i-click, i-impressions, okanye i-CPMs, ixesha lokufumana i-wake-up slap apho i-sun ayizange. Ngaba ndingathanda? Okuninzi. Throw on some , ufumane umnqweno, kwaye wabelane into elandelayo: Ukucinga 
 
 
 
 Iingcebiso ze-banner zithintela. Abanikezela. Abanikezela ukuphazamiseka. Abanikezela i-brand yakho ukuba ifumaneke kwi-2009. Ukusuka ukucacisa umgangatho nge-pageviews. Ukucaciswa kwexesha le- dwell, ububanzi be-roll, kunye ne-return visits. Lezi zibonelelo zibonisa ukuba umdlali wakho ikwazi ukucacisa. Audit yakho UX. Ukuba le sayithi yakho ibonakala Times Square emzimbeni binge Adderall, ukunciphisa. Respect ixesha umdlali yakho. Nazi yintoni i-modern, i-sustainable content strategy ifumaneka: 1. Serve by Segment 
 
 
 
 CMO? Wabelane iinkqubo zokusebenza ze-ROI. CISO? Qhagamshelana iziphumo zokhuseleko real, akukho FUD. ITDM? Ukubonisa umgangatho we-technical, ngokukhawuleza. Yonke imveliso kufuneka uxhomekeke: "Yintoni kufuneka Umthengisi umntu?” Yintoni 2. Embrace AISO and Semantic SEO 
 
 
 
 Ukusebenzisa iinkcukacha ezihlangeneyo. Qhagamshelana neengxaki ze-user efanelekileyo ezinxulumene i-idea yakho yokuqala. Ukulungiselela iinkcukacha ngokusebenzisa i-theme clusters kunye ne-buyer intent. Think ngaphezu kweengxowa eziphambili-optimize ngenxa yobuciko kunye nokusetyenziswa. Ukucinga 3. Monetize Smarter, Not Louder 
 
 
 
 Yenza i-gated hubs kunye ne-newsletters ezincinciphisa i-value, akukho ukunciphisa ixesha. Yenza i-microcontent ecosystems ezidlulileyo i-brand yakho - i-LinkedIn carousels, i-podcast cuts, kunye ne-YouTube explaners. I-Productize i-expertise yakho nge- templates, izixhobo, kunye ne-educational series. Ngokutsho ngokucacileyo: Ukuba ufuna i-leads eyenza, kufuneka uye lula ukuxhaswa. What B2B Needs Now: Brave Content, Not Banner Spam Yintoni i-B2B kufuneka ngoku: I-Content ye-Brave, Akukho i-Banner Spam Nceda siphile iimveliso ze-legacy. Kwimeko B2B, ikakhulukazi iimveliso , siye sikhumbule kwi-advertising crutch kakhulu ngexesha elide. cybersecurity fintech Iingcebiso ze-display ezincinci, iinkcukacha ze-sponsored ezincinci, kunye ne-whitepapers ezininzi ezincinane kufuneka isetyenziswe kwiiprograms ze-CIA yokuzonwabisa. Kwaye le umntu - —Uyaziqhelekanga kunokuba kwakhona. I-Audience Yayo Ukusebenzisa uBlock. Yintoni Ukukhangisa ghost sales Yintoni . 90% of their research before they ever talk to you Nceda ushiye iinkcukacha ezininzi ezidumileyo. Ndingathanda ... 
 
 
 
 Ukulungiselela umyalezo wokuqala. Ukulungiselela Strategic Real. Empathi yokwenene kwimeko yayo. Yenziwe ngokufanelekileyo kwi-format, i-channels, kunye ne-funnel stages. TL;DR: Don’t Build for Ad Dollars. Build for Loyalty. TL;DR: Don't Build for Ad Dollars. Build for Loyalty. Iimodeli yeengcali ibonakalisa ayikho ngenxa yokuzonwabisa kwamakhasimende, kodwa ngenxa yokuzonwabisa. Inikeza inani kwi-quality, i-noise kwi-nuance. Ukuba ukhangela kwakhona, ungenza nje phantsi. Uya kuthatha ixabiso. Nazi umdlalo olungcono: 
 
 
 
 Ukuthatha i-content yakho njenge-product. Nceda uqhagamshelane ne-brain ye-reader yakho. Ukusetyenzisa zonke izixhobo - SEO semantic, social, AI - ukwenza brand yakho esebenzayo. I-Future ikhona iimveliso ezinikezeleyo, ngaphandle kokutshintshela. Iziqu zehlabathi, ngaphandle kwe-trackers. Iziqu ze-insight, ngaphandle kwe-pop-ups.

The is an opinion piece based on the author’s POV and does not necessarily reflect the views of HackerNoon.

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