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Managing & Measuring Content ROI:
Publishers Are From Mars,
Content Marketers Are From Venus
Kathy Greenler Sexton
CEO & P...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
PAID | OWNED | EARNED
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Digital Marketing Trifecta
Source: Erica Machi...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Key “VENUS” Trait?
Marketers OWN Creating & Ma...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Marketer: Content-as-Bait
Content & Web
Manage...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content Marketing KPI?
Traffic > Registration ...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Holmes Your Content
• CONVERSION
• GROWTH
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Are You Tracking Content ROI?
Source: Heidi Co...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Publishers
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Key “MARS” Trait?
Separation of Editorial Crea...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content
Journalists &
Writers
Analysts &
Resea...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Monetization?
Advertising
Subscriptions
Licens...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content KPI?
Traffic > > Engagement > CPM-CPL-...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
MARS
(Publishers)
Vs.
VENUS
(Content Marketers)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Who Owns, Creates & Manages Content?
• Editori...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Who Drives Content Revenue?
• Ad Sales
• Marke...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Tools?
• CMS-WCMS
• Ad Platform, Subscription
...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Ultimate Goal of Content Created?
• “Monetize”...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Tactics?
• Great Content
• Great Brand
• Socia...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Challenges?
• Competition from
content markete...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Opportunities?
• Emphasize unbiased editorial
...
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Thank You!
Kathy Greenler Sexton
CEO & Publish...
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Publishers Are From Mars, Content Marketers Are From Venus

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Presentation from GILBANE 2014 (http://gilbaneconference.com/)

For media companies and content marketers, managing and monetizing couldn’t be more different. Each have very different views, very different processes and different teams for creating, managing and tracking content. Kathy Greenler Sexton from Subscription Site Insider walks through how each looks at, values and tracks content ROI,

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Publishers Are From Mars, Content Marketers Are From Venus

  1. 1. Managing & Measuring Content ROI: Publishers Are From Mars, Content Marketers Are From Venus Kathy Greenler Sexton CEO & Publisher, Subscription Site Insider Managing Partner, Authority Media Network, LLC Twitter: @kgsexton Email: kgsexton@subscriptionsiteinsider.com Direct: 617-401-7653
  2. 2. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider PAID | OWNED | EARNED
  3. 3. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Digital Marketing Trifecta Source: Erica Machin, Titan SEO
  4. 4. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Key “VENUS” Trait? Marketers OWN Creating & Managing Content and Driving Results
  5. 5. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Marketer: Content-as-Bait Content & Web Management Analytical Tools Marketing Automation Sales Automation White Papers Blog Webinars How To Research News & Info
  6. 6. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content Marketing KPI? Traffic > Registration > MQL > SQL > MTG > SALE
  7. 7. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Holmes Your Content • CONVERSION • GROWTH
  8. 8. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Are You Tracking Content ROI? Source: Heidi Cohen
  9. 9. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Publishers
  10. 10. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Key “MARS” Trait? Separation of Editorial Creation & Revenue Generation (OK … MOSTLY…)
  11. 11. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content Journalists & Writers Analysts & Researchers Subject Matter Experts Sources Editors News Trade Journals Research Events Newsletters Apps Training
  12. 12. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Monetization? Advertising Subscriptions Licensing Training Events
  13. 13. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content KPI? Traffic > > Engagement > CPM-CPL-CPC > RPM Traffic > Engagement > Conversion > LTV ADVERTISING REVENUE SUBSCRIPTION REVENUE
  14. 14. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider MARS (Publishers) Vs. VENUS (Content Marketers)
  15. 15. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
  16. 16. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Who Owns, Creates & Manages Content? • Editorial Team • Marketing Team
  17. 17. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Who Drives Content Revenue? • Ad Sales • Marketing & Subscription Sales • Business Development • Marketing Team
  18. 18. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Tools? • CMS-WCMS • Ad Platform, Subscription Management Platform • Ecommerce Platforms • Sales & Marketing Automation Tools • CMS-WCMS • Ecommerce • Sales & Marketing Automation
  19. 19. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Ultimate Goal of Content Created? • “Monetize” Content Itself • Sell Product or Service
  20. 20. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Tactics? • Great Content • Great Brand • Social Engagement • Community • Great Content • Great Brand • Social Engagement • Community
  21. 21. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Challenges? • Competition from content marketers! • Not directly tied to revenue & ROI • Have to establish credible content • Content that drives product sales
  22. 22. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Opportunities? • Emphasize unbiased editorial content to drive brand and engagement • Learn pipeline tracking of content from content marketers • Smart licensing & speaking • Mobile apps & data • Think like a publisher and create great content • Learn from publishers on how to engage and build an audience • Combine with expertise on pipeline conversion to sales • Mobile apps & data
  23. 23. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Thank You! Kathy Greenler Sexton CEO & Publisher, Subscription Site Insider Managing Partner, Authority Media Network, LLC Twitter: @kgsexton Email: kgsexton@subscriptionsiteinsider.com Direct: 617-401-7653

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