GOCOP members urged to leverage AI, digital marketing to drive engagement, revenue

At the 8th Annual General Meeting of the Guild of Corporate Online Publishers (GOCOP), media professionals were encouraged to embrace Artificial Intelligence (AI) and digital platforms to enhance their online presence and drive traffic.

Speaking at the event held at the Reverton Hotel in Lokoja, Kogi State, Mr. Olumide Iyanda, publisher of QEDNG, emphasized the importance of posting stories on platforms where readers are most active.

During his presentation on “Leveraging Digital Marketing: Strategies for Online Publishers,” Iyanda explained that readers increasingly prefer short video clips over long texts, urging mediapreneurs to incorporate videos into their storytelling to boost audience engagement.

Highlighting the growing importance of social media in driving website traffic, he advised publishers to stay connected with their audience by following them to platforms like Facebook and TikTok.

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“Internet penetration in Nigeria stands at 45.5%, and over 40% of users engage with news on social platforms,” Iyanda stated. “Yet, 75% of internet users never go beyond the first page, so it’s crucial to use social media to promote content and engage users.”

Iyanda also addressed the business aspect of online publishing, urging GOCOP members to adopt the mindset of Chief Executive Officers (CEOs) to successfully manage their businesses.

He stressed that publishers, as small and medium-sized entrepreneurs, need to adapt to changing consumer behaviors to remain competitive in the digital space.

He further underscored the importance of data-driven decision-making, saying, “If your customers want tea, don’t give them coffee.”

He called for publishers to balance journalism ethics with business demands, particularly when charging fees for public relations or promotional stories, as these decisions do not violate journalistic principles.

Iyanda also cautioned publishers to be wary of professionals who misuse client funds and manipulate media coverage.

The conference, which gathered over 100 members, focused on the broader theme “Nigeria: Tackling Insecurity, Power Deficit, and Transitioning to Digital Economy.”

GOCOP’s annual business sessions continue to update members on the latest technologies and revenue-generation strategies in online publishing.