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Paywall strategies - Jeremy Phillips


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Paywall strategies - Jeremy Phillips

  1. 1. Hybrid, Registration and Freemium Models<br />Jeremy Phillips<br />Co-Founder and COO, StrategyEye<br />StrategyEye<br /><br />
  2. 2. By way of introduction ..<br />StrategyEye powers niche intelligence services, usually with a freemium model, up to high ticket subscription levels<br />StrategyEye<br /><br />
  3. 3. By way of introduction ..<br />Own label and partner offers in any industry or topic area<br />MARINE<br />SUSTAINABILITY<br />HEDGE FUNDS<br />SENSEX<br />OUTSOURCING<br />WIND FARMS<br />DEFENCE<br />AEROSPACE<br />MINING<br />RETAIL<br />
  4. 4. How would you like your digital content?<br />“Everything in one place, ordered the way I want it”<br />Original Content<br />The First Place I Look<br />First Port of Call<br />Topics<br />Global Trusted Sources<br />Categories<br />Entities<br /><ul><li>New Contracts
  5. 5. New M&A Deals
  6. 6. Boeing stories
  7. 7. Airbus stories</li></ul>Regions<br />Newsletters<br />Personalised Alerts<br />StrategyEye<br /><br />
  8. 8. What are you prepared to pay for?<br />“It had better be good ..”<br />Workflow<br />Deep Analysis<br />Hard Data<br /><ul><li>Right Structure
  9. 9. Right Functionality</li></ul>Original Comment<br />Focussed News<br />Basic News<br />StrategyEye<br /><br />
  10. 10. (a quick detour into “structure”)<br />Describing a coherent world at the right level of detail ..<br />
  11. 11. (a quick detour into “structure”)<br />.. and picking out the things that the audience needs to engage with <br />Levels of Comment<br />Industries / Categories<br />Topics<br />Entities<br />Location<br />Biotech<br />Private Equity<br />Companies<br />Europe<br />Feature<br />Solar Photovoltaic<br />UK<br />M&A<br />Executives<br />Lead News<br />Mobile Social Networks<br />Northern England<br />Partnerships<br />Brands<br />Endorsed<br />Regulators<br />Manchester<br />Product Innovation<br />Wind Farms<br />Other News<br />Sustainability<br />. . .<br />. . .<br />Indices<br />. . . <br />. . .<br />. . .<br />
  12. 12. Where are the pricing resistance levels?<br />.. hundreds and thousands ..<br />Workflow<br />£’000s<br />“Where I make decisions”<br />£’00s<br />“My preferred source”<br />FREE<br />“One of my sources”<br />StrategyEye<br /><br />
  13. 13. How does the content fit in?<br />Getting the mix right<br />Workflow<br />Deep Analysis<br />£’000s<br />Hard Data<br />Original Comment<br />£’00s<br />Focussed News<br />Basic News<br />FREE<br />StrategyEye<br /><br />
  14. 14. Proprietary content is expensive ..<br />.. so you match it to the audience’s interest levels<br />Audience Usage Metrics<br />Opinion-Former Attention<br />Most<br />Interesting<br />Least<br />Interesting<br />
  15. 15. What about the functionality?<br />Tiered functionality for a tiered offer<br />Workflow<br />Deep Analysis<br />Reporting Tools<br />£’000s<br />Hard Data<br />Analysis Tools<br />Personalisation<br />Original Comment<br />£’00s<br />Focussed News<br />Structured View<br />Basic News<br />FREE<br />StrategyEye<br /><br />
  16. 16. Importance of some free<br />Free content is the best SEO strategy<br />Original Comment<br />and Analysis<br />Original<br />News<br />üüüü<br />üü<br />Recommended<br />Articles<br />Filtered<br />Articles<br />ü<br />ü<br />StrategyEye<br /><br />
  17. 17. Importance of some free (cont’d)<br />Viral content brings in the punters<br /><ul><li>Visitors
  18. 18. Followers
  19. 19. Prospects</li></ul>StrategyEye<br /><br />
  20. 20. Importance of some free (cont’d)<br />Structured free content drives quality advertising …<br />Site<br />Sponsorship<br />Topic<br />Sponsorship<br />Featured<br />Companies<br />StrategyEye<br /><br />
  21. 21. Importance of some free (cont’d)<br />… and upsell to paid<br />StrategyEye<br /><br />
  22. 22. How do you sell?<br />Do you have the right team?<br />Workflow<br />£’000s<br />Relationship sell<br />£’00s<br />Light touch<br />FREE<br />Ad (sponsorship) sales<br />StrategyEye<br /><br />
  23. 23. THANK YOU!<br /> <br />StrategyEye<br /><br />