Paywall strategies - Jeremy Phillips

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  • 1. Hybrid, Registration and Freemium Models
    Jeremy Phillips
    Co-Founder and COO, StrategyEye
    StrategyEye
    www.strategyeye.com
  • 2. By way of introduction ..
    StrategyEye powers niche intelligence services, usually with a freemium model, up to high ticket subscription levels
    StrategyEye
    www.strategyeye.com
  • 3. By way of introduction ..
    Own label and partner offers in any industry or topic area
    MARINE
    SUSTAINABILITY
    HEDGE FUNDS
    SENSEX
    OUTSOURCING
    WIND FARMS
    DEFENCE
    AEROSPACE
    MINING
    RETAIL
  • 4. How would you like your digital content?
    “Everything in one place, ordered the way I want it”
    Original Content
    The First Place I Look
    First Port of Call
    Topics
    Global Trusted Sources
    Categories
    Entities
    • New Contracts
    • 5. New M&A Deals
    • 6. Boeing stories
    • 7. Airbus stories
    Regions
    Newsletters
    Personalised Alerts
    StrategyEye
    www.strategyeye.com
  • 8. What are you prepared to pay for?
    “It had better be good ..”
    Workflow
    Deep Analysis
    Hard Data
    • Right Structure
    • 9. Right Functionality
    Original Comment
    Focussed News
    Basic News
    StrategyEye
    www.strategyeye.com
  • 10. (a quick detour into “structure”)
    Describing a coherent world at the right level of detail ..
  • 11. (a quick detour into “structure”)
    .. and picking out the things that the audience needs to engage with
    Levels of Comment
    Industries / Categories
    Topics
    Entities
    Location
    Biotech
    Private Equity
    Companies
    Europe
    Feature
    Solar Photovoltaic
    UK
    M&A
    Executives
    Lead News
    Mobile Social Networks
    Northern England
    Partnerships
    Brands
    Endorsed
    Regulators
    Manchester
    Product Innovation
    Wind Farms
    Other News
    Sustainability
    . . .
    . . .
    Indices
    . . .
    . . .
    . . .
  • 12. Where are the pricing resistance levels?
    .. hundreds and thousands ..
    Workflow
    £’000s
    “Where I make decisions”
    £’00s
    “My preferred source”
    FREE
    “One of my sources”
    StrategyEye
    www.strategyeye.com
  • 13. How does the content fit in?
    Getting the mix right
    Workflow
    Deep Analysis
    £’000s
    Hard Data
    Original Comment
    £’00s
    Focussed News
    Basic News
    FREE
    StrategyEye
    www.strategyeye.com
  • 14. Proprietary content is expensive ..
    .. so you match it to the audience’s interest levels
    Audience Usage Metrics
    Opinion-Former Attention
    Most
    Interesting
    Least
    Interesting
  • 15. What about the functionality?
    Tiered functionality for a tiered offer
    Workflow
    Deep Analysis
    Reporting Tools
    £’000s
    Hard Data
    Analysis Tools
    Personalisation
    Original Comment
    £’00s
    Focussed News
    Structured View
    Basic News
    FREE
    StrategyEye
    www.strategyeye.com
  • 16. Importance of some free
    Free content is the best SEO strategy
    Original Comment
    and Analysis
    Original
    News
    üüüü
    üü
    Recommended
    Articles
    Filtered
    Articles
    ü
    ü
    StrategyEye
    www.strategyeye.com
  • 17. Importance of some free (cont’d)
    Viral content brings in the punters
    StrategyEye
    www.strategyeye.com
  • 20. Importance of some free (cont’d)
    Structured free content drives quality advertising …
    Site
    Sponsorship
    Topic
    Sponsorship
    Featured
    Companies
    StrategyEye
    www.strategyeye.com
  • 21. Importance of some free (cont’d)
    … and upsell to paid
    StrategyEye
    www.strategyeye.com
  • 22. How do you sell?
    Do you have the right team?
    Workflow
    £’000s
    Relationship sell
    £’00s
    Light touch
    FREE
    Ad (sponsorship) sales
    StrategyEye
    www.strategyeye.com
  • 23. THANK YOU!
    jeremy.phillips@strategyeye.com
    StrategyEye
    www.strategyeye.com