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.
“For some business, having rank in Google is far more important than having rank in people’s opinions,” he says.
“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.
“There is a value exchange, pushing content through ad channels there is the difference between clocking an impression and making an impression,” he says.
Next up, he says, Domain got to know its audience.
“Talk to people, not cookies. If Domain targeted cookies last month we would have hit 1.018m things, different devices, different browsers, different people logged in to
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