Content marketing: monestise content

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Content marketing: monestise content

  1. 1. Monetise: making money out of content Nicola Murphy International Content Marketing Summit - November 2012
  2. 2. In the good old days People talked to people……………. media broadcast Social and Media were two different things
  3. 3. Digital has changed everything Most content is free Personal Impersonal And everything can be copied
  4. 4. The content challenge • Too much noise • Random • Repetitive • Where’s the revenue? • All free • All freely copied Consumers Media
  5. 5. But consumers will pay for content that is.. Original Timely Authoritative Exclusive Unique High quality …Relevant to me
  6. 6. You will need at least two of the following A strong visible brand A dedicated, loyal, incentivised audience A brand community Strong customer service ethic
  7. 7. And in an ideal world… Identifiable audience niches Significant audience numbers Newsstand appeal An international footprint
  8. 8. However for many content is becoming less about ownership and more about access
  9. 9. So above all make it accessible How I want it, where I want it, when I want it… Context and content are partners
  10. 10. REVENUE Advertising revenue Copy Sales Events and/or additional services International expansion Paywall Subscription services App fees Affiliates White label/Syndicated There is huge commercial diversity
  11. 11. Advertising Sponsorships Affiliates Paywall Copy Sales SMS PPV Subscription App sales Pay Attention Pay if you want it Pay in your sleep
  12. 12. How do we start the process of monetising content? 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 • Attribute it to business value
  13. 13. Remember to walk partnerships, not talk them Content TelcoDevice Advertising
  14. 14. In summary Revenue generation from branded content is possible Seek out clearly defined audiences, ideally at scale Make sure your content is high quality and seek authenticity. Consumers are highly discerning.
  15. 15. Get in touch To find out how River Group can help you monetise your brand contact: Nicola Murphy, CEO Phone: +44 (0)20 7420 7000 Email: nmurphy@therivergroup.co.uk http://www.therivergroup.co.uk

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