Leveraging the value of content creation
Alex Marks & Susi O’Neill
Reflections on River
About us

Established 1994
Independent
£15m+ turnover, 100 team members
Top 10 content marketing agen...
Leveraging the value of content creation
1. Make content go further/work harder
2. Generate revenue from your content
Content that does more
Content Marketing: Planning
1. Recognise who you are as a brand
2. Understand who your present and future
consumers are
3....
Identify the customer journey

So we can deliver the right
content
•At the right time
•On the right platform
•To be moneti...
Identifying the role that content might play
Dreaming
Dreaming

Looking
Looking

Feelings

Uncertainty

Frustration
Excite...
http://www.youtube.com/watch?v=D3qltEtl7H8
So content needs to be accessible
How I want it, where I
want it, when I want it…

Context and content are partners
Contex...
Created. Once. Published. Everywhere
• Content becomes omni-platform across magazine, website,
emails, social media and mo...
Created. Once. Publish. Everywhere

‘How to’ videos

Have you tried our amazing Mediterranean
Pork? #weightwatchersfood

W...
Content doesn’t need to sit still
Recipes
repurposed by The
Co-operative
Village

Recipe featured in
The Co-operative
Food...
Delivering value
To your hand

To your device

To your inbox
Creating value that is..
Usable

http://vimeo.com/58370510

Shareable

Profitable
Purposeful..
Web search

Web page article

Link to online shop

Buy product

Social media

Facebook post

Add comments

Vi...
Measurable..
Where did they come from?

‣ Search
‣ Email newsletters
‣ Social media

What did they look at/read?

‣ Most/l...
Content marketing: Management
Content as a revenue generator
Access over ownership
New channels to consume but not ‘own’
Content people want
Shareability
Shareability
Scratches the itch
Challenges: Fragmented devices, fragmented attention
WHAT
PEOPLE
WILL
PAY
FOR

£
£
Interest specific
Exclusive
Authoritative
Depth
Engagement (or addiction)
Curatorial
To bundle…or unbundle?
Recipe for content monetisation
Gather at least two of the following ingredients
Starting the monetisation process
1.

Define your objectives
•

Be specific. Content can’t do everything

2. Understand yo...
Method: Choose your revenue channels
Method: select a payment model
Pay Attention

Pay if you want it

Pay in your sleep

Sponsorships

Edition Sales
Edition S...
Tip: Partnerships matter

Advertising
Serving suggestions
In summary…
THANK YOU
Alex Marks – amarks@therivergroup.co.uk
Susi O’neill – soneill@therivergroup.co.uk

@rivergroupltd
www.theriverg...
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Leveraging the value of content creation - Cross Media 2013

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Presentation by Susi O'Neill and Alex Marks, 24/10/13 at Cross Media 2013, London on creating value from content marketing, and monetisation of content (print and digital).

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  • {"27":"Depth: TV channel, premium mag (£3) drives in store visits\n","33":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","22":"Buzzfeed 1.8M views, 3.3 social uplift – explicit about social reach\n","28":"5 million paid subscriptions to mag, TV channel spin out - feature film Art of Flying =$10 download PPV\n","23":"Buzzfeed 1.8M views, 3.3 social uplift – explicit about social reach\n","29":"343K digital, 600K print subscriptions, digital growth of 14% , 4 M users of web app\n","24":"UGC netmums top search for ‘smelly washing machine’\n","30":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","19":"For many, content is becoming less about ownership and more about access\n","25":"UGC netmums top search for ‘smelly washing machine’\n","31":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","20":"For many, content is becoming less about ownership and more about access\n","15":"27-08 SON amends\n","32":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n"}
  • Leveraging the value of content creation - Cross Media 2013

    1. 1. Leveraging the value of content creation Alex Marks & Susi O’Neill
    2. 2. Reflections on River About us Established 1994 Independent £15m+ turnover, 100 team members Top 10 content marketing agency Set your content free www.therivergroup.co.uk DUBAI
    3. 3. Leveraging the value of content creation 1. Make content go further/work harder 2. Generate revenue from your content
    4. 4. Content that does more
    5. 5. Content Marketing: Planning 1. Recognise who you are as a brand 2. Understand who your present and future consumers are 3. What do you want to say and achieve 4. Distribution methodology to engage for each audience segment – ensuring consistency of messaging due to multiple touchpoints
    6. 6. Identify the customer journey So we can deliver the right content •At the right time •On the right platform •To be monetized and measured
    7. 7. Identifying the role that content might play Dreaming Dreaming Looking Looking Feelings Uncertainty Frustration Excitement Content role Inspire Inspire Inform Be accessible Booking Booking Planning Planning Experiencing Anticipation Frustration Anxiety Excitement Excitement Anticipation Anxiety Happy/Sad Reassuring Helpful Supportive Entertaining Companion Reassuring Sharing Sharing
    8. 8. http://www.youtube.com/watch?v=D3qltEtl7H8
    9. 9. So content needs to be accessible How I want it, where I want it, when I want it… Context and content are partners Context and content are partners
    10. 10. Created. Once. Published. Everywhere • Content becomes omni-platform across magazine, website, emails, social media and mobile/tablet • Adds value by extending the content into clients wider marketing activity • Improves brand authority and SEO
    11. 11. Created. Once. Publish. Everywhere ‘How to’ videos Have you tried our amazing Mediterranean Pork? #weightwatchersfood Weight Watchers and Weight Watchers magazine Facebook pages Native apps Life-stage targeting E-zines and marketing communications
    12. 12. Content doesn’t need to sit still Recipes repurposed by The Co-operative Village Recipe featured in The Co-operative Food Magazine (print and digital) Recipe / video shared by community via social media Teaser of recipe featured in emails Recipes repurposed by Lincolnshire Co-operative Recipe featured on goodwithfood.co.uk
    13. 13. Delivering value To your hand To your device To your inbox
    14. 14. Creating value that is.. Usable http://vimeo.com/58370510 Shareable Profitable
    15. 15. Purposeful.. Web search Web page article Link to online shop Buy product Social media Facebook post Add comments Visit website E-Newsletter Feature article Link to online membership
    16. 16. Measurable.. Where did they come from? ‣ Search ‣ Email newsletters ‣ Social media What did they look at/read? ‣ Most/least popular content ‣ Time on page vs. time to read What did they do as a result? ‣ Download a file, ‣ Become a member ‣ Contact us ‣ Referring sites ‣ Make a purchase ‣ Direct ‣ Sign up for email newsletters Understand where to put your marketing effort Inform and drive editorial approach Business KPIs
    17. 17. Content marketing: Management
    18. 18. Content as a revenue generator
    19. 19. Access over ownership
    20. 20. New channels to consume but not ‘own’
    21. 21. Content people want
    22. 22. Shareability
    23. 23. Shareability
    24. 24. Scratches the itch
    25. 25. Challenges: Fragmented devices, fragmented attention
    26. 26. WHAT PEOPLE WILL PAY FOR £ £
    27. 27. Interest specific
    28. 28. Exclusive
    29. 29. Authoritative
    30. 30. Depth
    31. 31. Engagement (or addiction)
    32. 32. Curatorial To bundle…or unbundle?
    33. 33. Recipe for content monetisation
    34. 34. Gather at least two of the following ingredients
    35. 35. Starting the monetisation process 1. Define your objectives • Be specific. Content can’t do everything 2. Understand your customers. Properly • All the usual + How do they search for your content? what language do they use? what does their decision making process look like 3. Hire great content creators • Creating great content requires creative skills. 4. Decide how you will measure success 4. Decide how you will measure success • • Attribute it to business value Attribute it to business value
    36. 36. Method: Choose your revenue channels
    37. 37. Method: select a payment model Pay Attention Pay if you want it Pay in your sleep Sponsorships Edition Sales Edition Sales Premium SMS Premium SMS Affiliates Pay Per View Pay Per View Subscription Subscription App sales App sales Advertising
    38. 38. Tip: Partnerships matter Advertising
    39. 39. Serving suggestions
    40. 40. In summary…
    41. 41. THANK YOU Alex Marks – amarks@therivergroup.co.uk Susi O’neill – soneill@therivergroup.co.uk @rivergroupltd www.therivergroup.co.uk

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