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131210 contently-3 millionstory-v4


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How Contently ( a tech company) made huge profits from a print magazine

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131210 contently-3 millionstory-v4

  1. 1. Print’s Not Dead how contently ( a tech company !) made huge profits from a print magazine 1
  2. 2. Meet We provide talent and tools to help brands become publishers. 2
  3. 3. Our Story This is the story of how we used our own product to publish a beautiful print magazine— and how it drove huge profits to our business. 3
  4. 4. March 6: The Idea With Contently’s Social Content Summit approaching, we decided the best way to introduce potential clients to our core product was to put it in their hands. And so the idea for Contently Quarterly was born. The conference was 3 weeks away. 4
  5. 5. March 7-8: The Team At the time, Contently was a company of 15 people— only one of whom had any publishing experience. We needed an editorial team — STAT. 5
  6. 6. March 7-8: The Team Within two days we’d culled a freelance team of 12 journalists, an editor, and an editorial designer from Contently’s pool of over 30,000 creatives. 6
  7. 7. March 9-10: The Calendar Working with the managing editor, Contently put together a 22-story editorial calendar. Those stories were then assigned out to the team of journalists. 7
  8. 8. March 10-17: Content Creation The writers scoured the globe for sources, whipped up brilliantly written paragraphs, took photos, and wrote their hearts out. 8
  9. 9. March 10-17: Content Creation Contently’s HQ team used their own workflow software to answer questions, field pitches, and manage deadlines. 9
  10. 10. March 18-20: Edit The managing editor feverishly dotted i’s, crossed t’s, requested revisions and deleted Oxford commas. 10
  11. 11. March 20-23: Design Once the stories were completed, edited and approved, the editorial designer got to work. 11
  12. 12. March 24-26: Print Design approved, the magazine was shipped to the printers for a 10,000 issue run. 12
  13. 13. April 3-4 (and beyond): Distribution Contently handed out 300 copies at its conference, sent another 50 to relevant press contacts, and distributed the remaining magazines to marketing departments and agencies across the Fortune 2000. 13
  14. 14. April 3 to September 1: Tracking Contently tracked 4 separate groups of magazine recipients. 14
  15. 15. April 3 to September 1: Tracking opportunities People who were already interested in the company leads People who had heard of Contently but weren’t considered ready for sales prospects Potential customers who weren’t yet engaged press 15
  16. 16. Q2-Q3 2013: The Results The magazine introduced Contently to new prospects, who became clients in the amount of: $250,000. 16
  17. 17. Q2-Q3 2013: The Results It also helped Contently close $600,000 worth of deals that were already in the pipeline. 17
  18. 18. Q2-Q3 2013: The Results Together, those deals will generate approximately $1,800,000 in income for Contently writers over the next year. 18
  19. 19. The cost? printing $15,000 content $5,000 edit $2,500 + design $2,500 total: $25,000 19
  20. 20. The ROI The return on our investment: • 10x on new business • 4x on Contently’s 2 existing pipeline... 20
  21. 21. In Summary magazine production cost $25,000 new deals closed pipeline $250,000 $600,000 roi writer income (estimated) new pipeline $1,800,000 10x 24x 21
  22. 22. ... and one happy company. @contently