Leveraging the value of content creation - Cross Media 2013
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1. The document discusses leveraging the value of content creation by making content accessible across multiple platforms and monetizing it through various revenue channels like sponsorships, subscriptions, and pay-per-view models. 2. It emphasizes identifying the customer journey and creating content tailored for each stage from dreaming to sharing to ensure the right content reaches audiences on the right platform. 3. Metrics like traffic sources, most popular content, and actions taken are important to measure the impact of content marketing and inform future business and editorial strategies.
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Leveraging the value of content creation - Cross Media 2013
- 1. Leveraging the value of content creation Alex Marks & Susi O’Neill
- 2. Reflections on River About us Established 1994 Independent £15m+ turnover, 100 team members Top 10 content marketing agency Set your content free www.therivergroup.co.uk DUBAI
- 3. Leveraging the value of content creation 1. Make content go further/work harder 2. Generate revenue from your content
- 4. Content that does more
- 5. Content Marketing: Planning 1. Recognise who you are as a brand 2. Understand who your present and future consumers are 3. What do you want to say and achieve 4. Distribution methodology to engage for each audience segment – ensuring consistency of messaging due to multiple touchpoints
- 6. Identify the customer journey So we can deliver the right content •At the right time •On the right platform •To be monetized and measured
- 7. Identifying the role that content might play Dreaming Dreaming Looking Looking Feelings Uncertainty Frustration Excitement Content role Inspire Inspire Inform Be accessible Booking Booking Planning Planning Experiencing Anticipation Frustration Anxiety Excitement Excitement Anticipation Anxiety Happy/Sad Reassuring Helpful Supportive Entertaining Companion Reassuring Sharing Sharing
- 9. So content needs to be accessible How I want it, where I want it, when I want it… Context and content are partners Context and content are partners
- 10. Created. Once. Published. Everywhere • Content becomes omni-platform across magazine, website, emails, social media and mobile/tablet • Adds value by extending the content into clients wider marketing activity • Improves brand authority and SEO
- 11. Created. Once. Publish. Everywhere ‘How to’ videos Have you tried our amazing Mediterranean Pork? #weightwatchersfood Weight Watchers and Weight Watchers magazine Facebook pages Native apps Life-stage targeting E-zines and marketing communications
- 12. Content doesn’t need to sit still Recipes repurposed by The Co-operative Village Recipe featured in The Co-operative Food Magazine (print and digital) Recipe / video shared by community via social media Teaser of recipe featured in emails Recipes repurposed by Lincolnshire Co-operative Recipe featured on goodwithfood.co.uk
- 13. Delivering value To your hand To your device To your inbox
- 14. Creating value that is.. Usable http://vimeo.com/58370510 Shareable Profitable
- 15. Purposeful.. Web search Web page article Link to online shop Buy product Social media Facebook post Add comments Visit website E-Newsletter Feature article Link to online membership
- 16. Measurable.. Where did they come from? ‣ Search ‣ Email newsletters ‣ Social media What did they look at/read? ‣ Most/least popular content ‣ Time on page vs. time to read What did they do as a result? ‣ Download a file, ‣ Become a member ‣ Contact us ‣ Referring sites ‣ Make a purchase ‣ Direct ‣ Sign up for email newsletters Understand where to put your marketing effort Inform and drive editorial approach Business KPIs
- 18. Content as a revenue generator
- 20. New channels to consume but not ‘own’
- 22. Shareability
- 23. Shareability
- 25. Challenges: Fragmented devices, fragmented attention
- 28. Exclusive
- 29. Authoritative
- 30. Depth
- 33. Recipe for content monetisation
- 34. Gather at least two of the following ingredients
- 35. Starting the monetisation process 1. Define your objectives • Be specific. Content can’t do everything 2. Understand your customers. Properly • All the usual + How do they search for your content? what language do they use? what does their decision making process look like 3. Hire great content creators • Creating great content requires creative skills. 4. Decide how you will measure success 4. Decide how you will measure success • • Attribute it to business value Attribute it to business value
- 36. Method: Choose your revenue channels
- 37. Method: select a payment model Pay Attention Pay if you want it Pay in your sleep Sponsorships Edition Sales Edition Sales Premium SMS Premium SMS Affiliates Pay Per View Pay Per View Subscription Subscription App sales App sales Advertising
- 40. In summary…
- 41. THANK YOU Alex Marks – amarks@therivergroup.co.uk Susi O’neill – soneill@therivergroup.co.uk @rivergroupltd www.therivergroup.co.uk
Editor's Notes
- {"27":"Depth: TV channel, premium mag (£3) drives in store visits\n","33":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","22":"Buzzfeed 1.8M views, 3.3 social uplift – explicit about social reach\n","28":"5 million paid subscriptions to mag, TV channel spin out - feature film Art of Flying =$10 download PPV\n","23":"Buzzfeed 1.8M views, 3.3 social uplift – explicit about social reach\n","29":"343K digital, 600K print subscriptions, digital growth of 14% , 4 M users of web app\n","24":"UGC netmums top search for ‘smelly washing machine’\n","30":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","19":"For many, content is becoming less about ownership and more about access\n","25":"UGC netmums top search for ‘smelly washing machine’\n","31":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n","20":"For many, content is becoming less about ownership and more about access\n","15":"27-08 SON amends\n","32":"Subject specific sites can get more traffic volume of related content = SEO strategy / People pay for detail/guidance\n"}