Your SlideShare is downloading. ×
Marketing Your Content in a       Micro-Segmented Online World                                        Society for Scholarl...
Offering Content in the Forms                  Buyers DemandCopyright 2006 by David Meerman Scott                         ...
Publishers: Create Micro-Content                                              From a print book                           ...
Free Content Sells ContentCopyright 2006 by David Meerman Scott             Wall Street Journal Online: free content sold ...
Shore: Free content sells researchCopyright 2006 by David Meerman Scott                     Content Markets ContentCopyrig...
Digital InfluenceCopyright 2006 by David Meerman Scott                                         Marketing 2.0              ...
Blogging for publishersCopyright 2006 by David Meerman Scott                        Tim O’Reilly - O’Reilly MediaCopyright...
Ziff Davis editors blogCopyright 2006 by David Meerman Scott                                        CIO Magazine blogCopyr...
Charlene Li’s blog - Forrester ResearchCopyright 2006 by David Meerman Scott                  Publishers marketing with   ...
Edmunds: Wiki for car enthusiastsCopyright 2006 by David Meerman Scott                    Macworld Magazine’s podcastsCopy...
Hanley Wood’s ebuild: construction product portalCopyright 2006 by David Meerman Scott                        Direct-to-Co...
Public relations (new rules)                            Download a complimentary copy:           http://www.davidmeermansc...
Reach buyers directly with press releasesCopyright 2006 by David Meerman Scott            Optimize Web Site for BuyersCopy...
Search Engine Marketing                  A critical component of the marketing mixCopyright 2006 by David Meerman Scott   ...
Search Engine AdvertisingCopyright 2006 by David Meerman Scott                                  Being found onlineCopyrigh...
The long end of the tailCopyright 2006 by David Meerman Scott                             Selling micro-contentCopyright 2...
How the heck do we get                              started?Copyright 2006 by David Meerman Scott Do you know your distinc...
Understand Buyer Personas   • Most marketing and communications programs are     egotistical   • Understand buyers and spe...
Understand your sales process      • The sales process is definable, repeatable,        and understandable      • You need...
Web Content to Drive Revenue      •    Optimize site for personas      •    Move visitors into the sales cycle      •    U...
Blogging for publishers      • Great for thought leadership      • Terrific search engine fodder      • Opportunity for . ...
SEM for Publishers       •    Create Micro-Content       •    Keyword Analysis is critical       •    Leverage your existi...
Mine phrases from your content      • Optimize for your content’s titles, subtitles,        and author names      • Surfac...
Example content listingCopyright 2006 by David Meerman Scott                                 Don’t be egotistical     (Peo...
One Publisher’s Success                                          a case studyCopyright 2006 by David Meerman Scott        ...
Makezine.comCopyright 2006 by David Meerman Scott                                         Make blogCopyright 2006 by David...
Make podcasts & videoCopyright 2006 by David Meerman Scott      Make: reader contributed contentCopyright 2006 by David Me...
Make: reader contributed photosCopyright 2006 by David Meerman Scott   MAKE Magazine: Case Study of Success      •    Laun...
MAKE Magazine: Lessons learned      • Readers want to be part of a community      • Offer opportunities for readers to    ...
Upcoming SlideShare
Loading in...5
×

192 sspp02 scott

193

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
193
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "192 sspp02 scott"

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Shore: Free content sells researchCopyright 2006 by David Meerman Scott Content Markets ContentCopyright 2006 by David Meerman Scott 5
  6. 6. 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
  7. 7. Blogging for publishersCopyright 2006 by David Meerman Scott Tim O’Reilly - O’Reilly MediaCopyright 2006 by David Meerman Scott 7
  8. 8. Ziff Davis editors blogCopyright 2006 by David Meerman Scott CIO Magazine blogCopyright 2006 by David Meerman Scott 8
  9. 9. Charlene Li’s blog - Forrester ResearchCopyright 2006 by David Meerman Scott Publishers marketing with content in innovative waysCopyright 2006 by David Meerman Scott 9
  10. 10. Edmunds: Wiki for car enthusiastsCopyright 2006 by David Meerman Scott Macworld Magazine’s podcastsCopyright 2006 by David Meerman Scott 10
  11. 11. Hanley Wood’s ebuild: construction product portalCopyright 2006 by David Meerman Scott Direct-to-Consumer PRCopyright 2006 by David Meerman Scott 11
  12. 12. 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
  13. 13. Reach buyers directly with press releasesCopyright 2006 by David Meerman Scott Optimize Web Site for BuyersCopyright 2006 by David Meerman Scott 13
  14. 14. Search Engine Marketing A critical component of the marketing mixCopyright 2006 by David Meerman Scott Organic Search ResultsCopyright 2006 by David Meerman Scott 14
  15. 15. Search Engine AdvertisingCopyright 2006 by David Meerman Scott Being found onlineCopyright 2006 by David Meerman Scott 15
  16. 16. The long end of the tailCopyright 2006 by David Meerman Scott Selling micro-contentCopyright 2006 by David Meerman Scott 16
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. One Publisher’s Success a case studyCopyright 2006 by David Meerman Scott MAKE MagazineCopyright 2006 by David Meerman Scott 25
  26. 26. Makezine.comCopyright 2006 by David Meerman Scott Make blogCopyright 2006 by David Meerman Scott 26
  27. 27. Make podcasts & videoCopyright 2006 by David Meerman Scott Make: reader contributed contentCopyright 2006 by David Meerman Scott 27
  28. 28. 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
  29. 29. 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

×