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    192 sspp02 scott 192 sspp02 scott Document Transcript

    • Marketing Your Content in a Micro-Segmented Online World Society for Scholarly Publishing June 7, 2006 David Meerman ScottCopyright 2006 by David Meerman Scott Why Marketing? • Marketing is increasingly the source of success for today’s organizations • It is less often the “product” • Consumer marketers know thisCopyright 2006 by David Meerman Scott 1
    • Offering Content in the Forms Buyers DemandCopyright 2006 by David Meerman Scott The Long Tail for Publishers Programs that you create at the long end of the tail yields highly profitable and sustainable results.Copyright 2006 by David Meerman Scott 2
    • Publishers: Create Micro-Content From a print book to interactive electronic contentCopyright 2006 by David Meerman Scott Micro-Content StrategyCopyright 2006 by David Meerman Scott 3
    • Free Content Sells ContentCopyright 2006 by David Meerman Scott Wall Street Journal Online: free content sold 700,000+ subscriptions at $79 or $39 per yearCopyright 2006 by David Meerman Scott 4
    • Shore: Free content sells researchCopyright 2006 by David Meerman Scott Content Markets ContentCopyright 2006 by David Meerman Scott 5
    • Digital InfluenceCopyright 2006 by David Meerman Scott Marketing 2.0 Personalized News Datafeeds Micro Sites Audio Conversations & Commentary Video Content lensCopyright 2006 by David Meerman Scott 6
    • Blogging for publishersCopyright 2006 by David Meerman Scott Tim O’Reilly - O’Reilly MediaCopyright 2006 by David Meerman Scott 7
    • Ziff Davis editors blogCopyright 2006 by David Meerman Scott CIO Magazine blogCopyright 2006 by David Meerman Scott 8
    • Charlene Li’s blog - Forrester ResearchCopyright 2006 by David Meerman Scott Publishers marketing with content in innovative waysCopyright 2006 by David Meerman Scott 9
    • Edmunds: Wiki for car enthusiastsCopyright 2006 by David Meerman Scott Macworld Magazine’s podcastsCopyright 2006 by David Meerman Scott 10
    • Hanley Wood’s ebuild: construction product portalCopyright 2006 by David Meerman Scott Direct-to-Consumer PRCopyright 2006 by David Meerman Scott 11
    • Public relations (new rules) Download a complimentary copy: http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdfCopyright 2006 by David Meerman Scott PR 2.0 for PublishersCopyright 2006 by David Meerman Scott 12
    • Reach buyers directly with press releasesCopyright 2006 by David Meerman Scott Optimize Web Site for BuyersCopyright 2006 by David Meerman Scott 13
    • Search Engine Marketing A critical component of the marketing mixCopyright 2006 by David Meerman Scott Organic Search ResultsCopyright 2006 by David Meerman Scott 14
    • Search Engine AdvertisingCopyright 2006 by David Meerman Scott Being found onlineCopyright 2006 by David Meerman Scott 15
    • The long end of the tailCopyright 2006 by David Meerman Scott Selling micro-contentCopyright 2006 by David Meerman Scott 16
    • How the heck do we get started?Copyright 2006 by David Meerman Scott Do you know your distinctive competence? • How does your content REALLY deliver value? • What are customers really buying? • What does the market see as compelling? • Is it truly unique and sustainable? • Can you prove it? • Examples – Innovation – Product leadership – Training – Customer intimacy – Channel – Service reputationCopyright 2006 by David Meerman Scott 17
    • Understand Buyer Personas • Most marketing and communications programs are egotistical • Understand buyers and speaking their language is critical • What media does this persona use to get new ideas and information • Most publishers have multiple buyers – Different job functions – Different industriesCopyright 2006 by David Meerman Scott Understanding your buyers problems • What does your content do for buyers? • What problems does your content solve for buyers?Copyright 2006 by David Meerman Scott 18
    • Understand your sales process • The sales process is definable, repeatable, and understandable • You need to understand your sales process • Understand from buyer perspective (win-loss analysis) • Can vary by product or marketCopyright 2006 by David Meerman Scott Example Sales Cycle Exposures Engage prospects with a compelling story throughout the sales cycle to Suspects enhance Sales Marketing salespeople effectiveness and Cycle Programs build revenue Prospects quickly Negotiating Customers To build new revenue quickly, integrate marketing programs directly into the sales cycle to increase success rates at each stage in the selling process.Copyright 2006 by David Meerman Scott 19
    • Web Content to Drive Revenue • Optimize site for personas • Move visitors into the sales cycle • Use the Web as Direct Marketing • Deliver offers for each persona • Measure everythingCopyright 2006 by David Meerman Scott Thought Leadership Authentic marketing at work – E-books – Webinars – Blogs – Wikis – Podcasts – Direct-to-consumer press releases – Publishers = Provide complimentary contentCopyright 2006 by David Meerman Scott 20
    • Blogging for publishers • Great for thought leadership • Terrific search engine fodder • Opportunity for . . . – Delivering authentic information – Optional comment capabilitiesCopyright 2006 by David Meerman Scott Search Engine Marketing for Publishers • Marketing delivered precisely upon inquiry – Non-intrusive (response to request) – Highly targeted (highly relevant to request) • Information businesses have unique opportunity – Large quantities of high-quality content is one of the most important contributors to driving search engine traffic to your site. – Keyword rich content means specific and granular search terms can be optimized – For most publishers, tens of thousands of search terms exist. – Some publishers have millions of search termsCopyright 2006 by David Meerman Scott 21
    • SEM for Publishers • Create Micro-Content • Keyword Analysis is critical • Leverage your existing taxonomy • Make “search engine friendly” pages • Don’t be egotisticalCopyright 2006 by David Meerman Scott Keyword Analysis and Development • It’s not about you, it’s about your buyers • Understand your potential buyers – What keywords and phrases do your buyers use? – How do they search? • What search terms do people use today? – Access and analyze your site statistics • Mine keywords from titles, descriptions, and metadata for large content sets • Use your editorial taxonomyCopyright 2006 by David Meerman Scott 22
    • Mine phrases from your content • Optimize for your content’s titles, subtitles, and author names • Surface descriptions, summaries and abstracts so search engines can find them • Make metadata available for the search engines to find (for example companies or people or industries mentioned in the article or report)Copyright 2006 by David Meerman Scott Example taxonomyCopyright 2006 by David Meerman Scott 23
    • Example content listingCopyright 2006 by David Meerman Scott Don’t be egotistical (People don’t search on “business news” when they want a story, they search for the story they want.)Copyright 2006 by David Meerman Scott 24
    • One Publisher’s Success a case studyCopyright 2006 by David Meerman Scott MAKE MagazineCopyright 2006 by David Meerman Scott 25
    • Makezine.comCopyright 2006 by David Meerman Scott Make blogCopyright 2006 by David Meerman Scott 26
    • Make podcasts & videoCopyright 2006 by David Meerman Scott Make: reader contributed contentCopyright 2006 by David Meerman Scott 27
    • Make: reader contributed photosCopyright 2006 by David Meerman Scott MAKE Magazine: Case Study of Success • Launched February 2005 • Shoestring Budget • 0 to 90,000 paid circulation in 12 months • Makezine.com 1 million visitors / month • Hundreds of stories in mainstream mediaCopyright 2006 by David Meerman Scott 28
    • MAKE Magazine: Lessons learned • Readers want to be part of a community • Offer opportunities for readers to contribute content • Digital distribution is key • Blog, blog, blogCopyright 2006 by David Meerman Scott Contact Book Cashing in with Content Sites www.DavidMeermanScott.com www.freshspot.com Blog www.WebInkNow.com Email david@freshspot.comCopyright 2006 by David Meerman Scott 29