Discoverability and Revenue in the Publishing Industry Webinar

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http://www.biztegra.com: Few industries are facing more marketing challenges than the publishing industry. Getting your books found, convincing browsers to purchase, and using the right mix of channels to drive discovery and revenue has become harder and harder, but the opportunities are also becoming larger and larger.

There are three areas that publishers should be focusing on that will impact discoverability and revenue:

Create a modern, responsive, SEO optimized website
that uses the latest techniques (some that are specific to the publishing industry) to drive search results, discoverability, and REVENUE
Leverage the great audiences your authors are building across their online and social platforms
to drive revenue across all of your books, both front and back list.
Get out of the habit of marketing a book just when it launches
by creating a hub and spoke marketing system that uses the natural cadence of your publishing to drives content marketing.
And we'll show you how to do all this.

Learn how these three strategies have been used by other publishers to dramatically increase DISCOVERABILITY & DRIVE EVER INCREASING REVENUE.

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Discoverability and Revenue in the Publishing Industry Webinar

  1. 1. IN THE PUBLISHING INDUSTRYENGAGEMENT & REVENUEDRIVING DISCOVERABILITY
  2. 2. Go ahead and follow me.I’ll wait.@murrayizMurray IzenwasserStrategy Practice Lead, Founder,BiztegraMurray@biztegra.com561.452.2662www.linkedin.com/in/murrayiz/
  3. 3. Change is Good (?)Your ProductAwareness &DiscoverabilityPurchase andConsumptionDistributionPublicationModels
  4. 4. Driving Discoverabilityand RevenueCADENCE& CONTENTAUTHORAMPLIFICATIONMODERNWEB SITE
  5. 5. #1:Creatinga ModernWeb Site
  6. 6. Marketing Landscape
  7. 7. It’s (Still) All About Your Site
  8. 8. On-Page SEOStructured Data and AuthorshipResponsive DesignCatalog, Cart, & Checkout – multi deviceEmail RegistrationSocial IntegrationAuthor EngagementContentUser Centric NavigationWebsite - Considerations
  9. 9. “Standard” SEO ItemsOptimize Titles & URLsMeta: DescriptionHeadingsCSSImages & MultimediaDomain InformationURLs / StructureKeywordsLong TailContentInternal LinksWebsite – On-Page SEO
  10. 10. Publishing Specific1. Use Structured Data• www.schema.org• http://www.google.com/webmasters/tools/richsnippets#2. Set Up AuthorshipWebsite – On-Page SEO
  11. 11. Structured Data & Authorship
  12. 12. Responsive Website?Not Responsive!
  13. 13. Responsive Website?Not Responsive!
  14. 14. Responsive Website?Kinda!
  15. 15. Responsive Website!Responsive!
  16. 16. Responsive Website• Responsive WebDesign (RWD)• Dedicated MobileSite• RESShttp://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/http://sixrevisions.com/mobile/methods-mobile-websites/
  17. 17. Why A Responsive Website?
  18. 18. Why A Responsive Website?
  19. 19. On-Page SEOStructured Data and AuthorshipResponsive DesignCatalog, Cart, & Checkout – multi deviceEmail RegistrationSocial IntegrationAuthor EngagementContentUser Centric NavigationWebsite - Considerations
  20. 20. #2: Author AmplificationFlickr.com/Savara
  21. 21. Author Platform ??
  22. 22. Authors’ Platforms !!
  23. 23. Amplifying Your Authors
  24. 24. Amplifying Your Authors
  25. 25. Amplifying Your Authors
  26. 26. Amplifying Your Authors
  27. 27. Amplifying Your Authors
  28. 28. #3: Cadence & Contentflickr.com/ jenny downing
  29. 29. Cadence
  30. 30. Content
  31. 31. Video and SearchWhat 1 LittleVideo Can Do…
  32. 32. 1
  33. 33. After60Minutes…13245
  34. 34. 13245After5Hours…6
  35. 35. 13245After7Hours…
  36. 36. After24Hours… 132456
  37. 37. After24Hours…1324567
  38. 38. “Author Video” Generation Results~ 140 videos39,000 video views(YouTube)Sales directly attributable to YouTube(Direct & Assisted)
  39. 39. Driving Discoverabilityand RevenueCADENCE& CONTENTAUTHORAMPLIFICATIONMODERNWEB SITE
  40. 40. Education · Strategy · Development · EngagementBIZTEGRAWest Palm Beach, Miami, Buenos AiresSolutions for the Social Web
  41. 41. IconicBrandsGrowingCompaniesStart-ups
  42. 42. Publishing Industry Experience
  43. 43. Murray Izenwasser@murrayizMurray@biztegra.com561.452.2662
  44. 44. Questions?Flickr / meddygarnet
  45. 45. www.biztegra.com561.452.2662

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