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Data-Informed Content Strategy for Enthusiast Media—#FoMPnyc Version

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There are numerous enthusiast media brands, from legacy magazines like Writer’s Digest and Runner’s World, to consumer brands launching owned media initiatives like Red Bull. Substitute “niche” or “vertical” for enthusiast and most B2B media brands walk a similar path; Skift is one of the more interesting digital startups in that mix, attempting to disrupt the travel vertical. Because enthusiast media can go deep rather than chase scale, the content they produce is inherently more valuable and the KPIs are different.

https://www.bibblio.org/blog/enthusiast-media-a-new-way-to-think-about-digital

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Data-Informed Content Strategy for Enthusiast Media—#FoMPnyc Version

  1. 1. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Data-Informed Content Strategy for Enthusiast Media GUY LeCHARLES GONZALEZ September 20, 2018 #FOMPNYC
  2. 2. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Guy LeCharles Gonzalez • As in “guillotine” • Old/new media pragmatist CURRENT • Director of Marketing, F+W Media PREVIOUSLY • Director, Content Strategy & Audience Development, Library Journal • Founding Director, Programming & Business Development, Digital Book World CONTACT • Email: glecharles@gmail.com • Twitter: @glecharles • LinkedIn: guylgonzalez
  3. 3. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com What is Enthusiast Media? A truly diversified enthusiast media company brings a community together across multiple platforms and connects them to the information, inspiration, and resources they need to pursue their shared interests and individual goals.
  4. 4. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Who is an Enthusiast? a person filled with enthusiasm: such as a) one who is ardently attached to a cause, object, or pursuit • a sports car enthusiast b) one who tends to become ardently absorbed in an interest • First Known Use: 1570 SOURCE: https://www.merriam-webster.com/dictionary/enthusiast
  5. 5. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com The Fiction Writer Skill Levels (Who) • Beginner writer • Experienced writer • MFA student/graduate • Published author Interests (What) • Commercial fiction • Literary fiction • Genre fiction • Young Adult • Children’s • Comics/Graphic Novels GOALS (How) • Inspiration & Advice • Critique • Find your voice • Find markets • Find an agent/publisher • Find an editor/designer/publicist • Self-publishing • Building a platform / personal brand • Bookstore & library distribution • Associations • Available time • Poetry • Short Stories • Novels • Business & Legal Matters • Public speaking • Awards / Competitions
  6. 6. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com The Memoirist Skill Levels (Who) • Beginning writer • Experienced writer • Published author • Life experience Interests (What) • Books • Personal essays • Travel writing • Blogs GOALS (How) • Inspiration & Advice • Critique • Find your voice • Researching & interviewing • Keep a journal • Find markets • Find an agent/publisher • Find an editor/designer/publicist • Self-publishing • Building a platform / personal brand • Bookstore & library distribution • Preserving memories • Public speaking • Awards / Competitions
  7. 7. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com The Freelance Writer Skill Levels (Who) • Beginning writer • Journalism student • Experienced writer/journalist • Category expert (writing experience secondary) Interests (What) • Personal essays, creative nonfiction • Reporting, journalism • Copywriting • Content marketing • Corporate communications, business writing GOALS (How) • Inspiration & Advice • Critique • Researching & interviewing • Find your voice • Find markets • Pitching stories • Negotiating contracts, fair rates • Getting a book deal • Building a platform / personal brand • Ghostwriting* • Awards / Competitions • Associations
  8. 8. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com The Screenwriter Skill Levels (Who) • Beginner screenwriter • Experienced screenwriter • Produced screenwriter • Film school student • Indie filmmaker Interests (What) • Films • TV • Genres • Documentary • Comics & Graphic Novels GOALS (How) • Inspiration & Advice • Critique • Finding your voice • Pitching & selling a script • Adapting a book/story • Adapting your book/story • Making a movie • Finding representation • Negotiating contracts, fair rates • Building a platform / personal brand • Networking • Business & legal matters • Getting a book deal • Awards / Competitions • Web series • Gaming
  9. 9. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com ENTHUSIAST MAGAZINES WEBSITES EVENTS BOOKS SOCIAL SEARCHEMAIL IRL VENDOR VENDOR AUTHORS VENDOR EDUCATION ASSOCIATIONS BOOKSELLERS LIBRARIANS Cutting Through the Noise
  10. 10. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Audience / Content Matrix PERSONA C SKILL LEVEL INTERESTS GOALS PERSONA A SKILL LEVEL INTERESTS GOALS FREE PAID PERSONA B SKILL LEVEL INTERESTS GOALS ENGAGE NURTURE SELL AMATEUR ASPIRANT PRO REGISTERED ONLINE PRINTEMAIL EVENTS SERVICES
  11. 11. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Content Overview • KPIs: New visitors via search & social; pages/session; email acquisition; email open rates and CTRs • Secondary: Conversions to paid subscriptions, services, events; renewal rates; affiliate links to recommended products; engagement and/or lead generation for branded content programs. Web BooksMagazines Competitions Events Social Enewsletters Education Freemiums Sponsored Content Services Products / Supplies Online content serves two purposes—audience engagement and email acquisition—providing the foundation for integrated and dedicated marketing programs for key products and services, as well as sponsored/branded content opportunities.
  12. 12. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com Data-Informed Content Strategy Online content strategy must drive ongoing engagement with a targeted variety of enthusiast types throughout their unique journeys. ● Persona A ● Persona B ● Persona C A holistic, fully integrated content strategy ensures we’re producing the right products and services—and working with the right partners— to reach and serve the right audiences… ● Product Development ● Market Insights ● Thought Leadership ● Partnerships & Acquisitions ACTIVE AUDIENCE
  13. 13. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com “Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.” Markets Are Conversations, CLUETRAIN MANIFESTO (1999)
  14. 14. Guy LeCharles Gonzalez | loudpoet.com | glecharles@gmail.com GUY LeCHARLES GONZALEZ glecharles@gmail.com | @glecharles

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