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Without a doubt, one of the strangest and most compelling things to watch on the Internet is a clash of two rabid fan bases on Twitter. It’s not an exaggeration to say that pop singers like Ariana Grande, Taylor Swift, and Beyoncé have armies of loyal fans. Watching the Swifties and the Beyhive go at each other’s throats is like watching a hungry wolfpack take on a swarm of giant, angry swans.
Americans are obsessed with celebrities. It’s as simple as that.
Although you may think that this obsession makes it easy to advertise celebrity and entertainment news, it’s an intensely competitive marketplace. It’s a constant battle to dig up the biggest controversies and attract the most readers. Standing out takes work.
That’s why we’re here to provide some online advertising advice for entertainment marketers.
Let’s start with the organic stuff—that is, tactics to drive more traffic through the non-advertisement results on search engine results pages (SERPs). These tactics are grouped together underneath the umbrella of search engine optimization (SEO). This is the unpaid side of search marketing, and it requires a lot of effort.
The best way to consistently lock up a spot on the first SERP (languishing on the second or third results page is a nightmare scenario) is to earn links from reputable websites to your content. Basically, every time a legitimate source references your work via hyperlink, it’s a vote of confidence that tells Google you’re creating good content. The more links you get, the higher Google pushes your site up the SERP.
So, if you’re trying to grow the organic visibility of your celebrity news blog, getting a link to one of your posts from a place like Us Weekly or People is huge. The ideal way to accomplish this is to create super high-quality content that publications link to without you having to ask. Alternatively, if you’ve written a story or gotten a tip that you know the major sites will love, you can use outreach to contact them directly. Finally, you can pitch articles to the big publications as a guest blogger. That way, they get content and you can build a link to your site.
Social media is an incredibly valuable tool for anyone marketing celebrity and entertainment news. 33% of the time Internet users spend online is on social media platforms like Facebook, Instagram, and Twitter. These websites are greatly responsible for the distribution of news, especially in this industry. Once again, standing out amongst the rest is no easy task.
First things first: you have to nail it with your headlines. A surefire way to do this is to make yourself write dozens and dozens of social media headlines for each article you publish. This sounds insane, but the idea behind it is sound: if you write upwards of 30 headlines for a single article, at least one of them is bound to be great.
What makes a social media headline for a celebrity news article great? Intrigue. The key is to provide just enough of a hint to stir the reader’s interest and to conceal just enough information to force the reader to click to the full article. Remember—you have to be authentic. Misleading clickbait titles are only going to frustrate consumers and turn them off from your website. If you write enough headlines per article, you will eventually find the perfect one that balances intrigue with authenticity.
Celebrity and entertainment news is perfect material for email marketing campaigns. Entice readers to become subscribers by offering them exclusive content in exchange for their email addresses. Then, create a daily or weekly newsletter to provide your subscribers with links to the stories that are generating the most buzz as of late. This way, you can ensure that traffic is being retained while you work on refining your other marketing strategies.
Finally, use remarketing on the Google Display Network (GDN) to keep your website on the minds of past visitors while they navigate to other websites. Maybe someone first interacts with your website through a link on Twitter. He likes the content, but doesn’t remember the name of the site after he leaves. Remarketing with Display ads is a terrific way to remind him. Make sure your Display ad headlines are particularly enticing in order to make clicking irresistible.
For more online advertising wisdom, check out the WordStream blog.