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

1. Print’s
Not
Dead
how contently ( a tech company !) made
huge profits from a print magazine
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2. Meet
We provide talent and tools to help
brands become publishers.
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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.
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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.
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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.
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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.
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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.
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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.
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9. March 10-17: Content Creation
Contently’s HQ team used their
own workflow software to
answer questions, field pitches,
and manage deadlines.
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10. March 18-20: Edit
The managing editor feverishly
dotted i’s, crossed t’s,
requested revisions and
deleted Oxford commas.
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11. March 20-23: Design
Once the stories were completed,
edited and approved, the editorial
designer got to work.
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12. March 24-26: Print
Design approved, the magazine
was shipped to the printers for a
10,000 issue run.
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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.
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14. April 3 to September 1: Tracking
Contently tracked
4 separate groups of
magazine recipients.
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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
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16. Q2-Q3 2013: The Results
The magazine introduced
Contently to new prospects,
who became clients in the
amount of: $250,000.
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17. Q2-Q3 2013: The Results
It also helped Contently close
$600,000 worth of deals
that were already in the pipeline.
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18. Q2-Q3 2013: The Results
Together, those deals will generate
approximately $1,800,000 in
income for Contently writers
over the next year.
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19. The cost?
printing
$15,000
content
$5,000
edit
$2,500
+ design
$2,500
total: $25,000
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20. The ROI
The return on our investment:
• 10x on new business
• 4x on Contently’s
2
existing pipeline...
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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
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22. ... and one happy company.
contently.com
@contently