The Guild of Corporate Online Publishers (GOCOP) has called on mediapreneurs to incorporate Artificial Intelligence (AI) to enhance reader engagement on their websites. Publishers are encouraged to utilize various online platforms and technological tools to effectively promote their content and expand their audience reach.
Mr. Olumide Iyanda, publisher of QEDNG, shared this insight during his presentation at the capacity-building session of GOCOP’s 8th Annual General Meeting, held at the Reverton Hotel in Lokoja, Kogi State. He emphasized the need for media managers to distribute their stories on platforms where readers are most likely to interact.
Iyanda noted that many readers now prefer short video clips over lengthy articles. He urged publishers to integrate videos into their stories to drive more traffic to their websites.
He also highlighted the significance of social media, advising publishers to identify where their readers spend their time and to strategically position their content on those platforms. “Internet penetration in Nigeria is about 45.5 percent. Over 40 percent of these users engage with news on Facebook and TikTok. However, 75 percent of internet users do not go past the first page, making it crucial to use social media platforms for content promotion and user engagement,” he explained.
Iyanda pointed out that channels such as Instagram, Facebook, WhatsApp, and TikTok provide valuable opportunities to connect with readers.
Additionally, he urged GOCOP members to adopt the mindset of business decision-makers, acting as Chief Executive Officers (CEOs) responsible for the success of their organizations and their workforce. He noted that the perspective held by CEOs about their roles significantly influences their relationships with clients.
Iyanda explained that as small and medium entrepreneurs (SMEs), publishers must adapt to evolving consumer behaviors to remain competitive in the digital landscape. He emphasized the importance of data-driven decision-making, advising, “Don’t assume what your audience wants. If your customers desire tea, don’t serve them coffee. Embrace digital marketing and remain active on all relevant platforms,” he advised the over 100 members of GOCOP present at this year’s conference.
Speaking on “Leveraging Digital Marketing: Strategies for Online Publishers,” Iyanda framed his discussion within the broader theme of this year’s GOCOP conference: “Nigeria: Tackling Insecurity, Power Deficit, and Transitioning to a Digital Economy.”
He also encouraged publishers to discern when to charge for stories and when not to, explaining that imposing fees for public relations or promotional stories for commercial purposes does not violate journalism ethics.
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Iyanda highlighted that journalism should be viewed not only as a social or humanitarian service but also as a business that requires financial sustainability. He cautioned publishers to be vigilant against other professionals who collect fees to publish stories but use indirect methods to insert them into the media.
Emphasizing the importance of ethical standards, Iyanda urged publishers to maintain a balance between ethical considerations and business demands.
Every year, GOCOP organizes business sessions at its annual conferences, keeping members updated on the latest technologies in online publishing and focusing on strategies for increasing and generating revenue.
Source: GOCOP
