Publishers Are From Mars, Content Marketers Are From Venus
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Presentation from GILBANE 2014 (http://gilbaneconference.com/) For media companies and content marketers, managing and monetizing couldn’t be more different. Each have very different views, very different processes and different teams for creating, managing and tracking content. Kathy Greenler Sexton from Subscription Site Insider walks through how each looks at, values and tracks content ROI,
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Publishers Are From Mars, Content Marketers Are From Venus
- 1. Managing & Measuring Content ROI: Publishers Are From Mars, Content Marketers Are From Venus Kathy Greenler Sexton CEO & Publisher, Subscription Site Insider Managing Partner, Authority Media Network, LLC Twitter: @kgsexton Email: kgsexton@subscriptionsiteinsider.com Direct: 617-401-7653
- 2. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider PAID | OWNED | EARNED
- 3. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Digital Marketing Trifecta Source: Erica Machin, Titan SEO
- 4. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Key “VENUS” Trait? Marketers OWN Creating & Managing Content and Driving Results
- 5. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Marketer: Content-as-Bait Content & Web Management Analytical Tools Marketing Automation Sales Automation White Papers Blog Webinars How To Research News & Info
- 6. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content Marketing KPI? Traffic > Registration > MQL > SQL > MTG > SALE
- 7. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Holmes Your Content • CONVERSION • GROWTH
- 8. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Are You Tracking Content ROI? Source: Heidi Cohen
- 9. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Publishers
- 10. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Key “MARS” Trait? Separation of Editorial Creation & Revenue Generation (OK … MOSTLY…)
- 11. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content Journalists & Writers Analysts & Researchers Subject Matter Experts Sources Editors News Trade Journals Research Events Newsletters Apps Training
- 12. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Monetization? Advertising Subscriptions Licensing Training Events
- 13. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Content KPI? Traffic > > Engagement > CPM-CPL-CPC > RPM Traffic > Engagement > Conversion > LTV ADVERTISING REVENUE SUBSCRIPTION REVENUE
- 14. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider MARS (Publishers) Vs. VENUS (Content Marketers)
- 15. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
- 16. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Who Owns, Creates & Manages Content? • Editorial Team • Marketing Team
- 17. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Who Drives Content Revenue? • Ad Sales • Marketing & Subscription Sales • Business Development • Marketing Team
- 18. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Tools? • CMS-WCMS • Ad Platform, Subscription Management Platform • Ecommerce Platforms • Sales & Marketing Automation Tools • CMS-WCMS • Ecommerce • Sales & Marketing Automation
- 19. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Ultimate Goal of Content Created? • “Monetize” Content Itself • Sell Product or Service
- 20. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Tactics? • Great Content • Great Brand • Social Engagement • Community • Great Content • Great Brand • Social Engagement • Community
- 21. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Challenges? • Competition from content marketers! • Not directly tied to revenue & ROI • Have to establish credible content • Content that drives product sales
- 22. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Opportunities? • Emphasize unbiased editorial content to drive brand and engagement • Learn pipeline tracking of content from content marketers • Smart licensing & speaking • Mobile apps & data • Think like a publisher and create great content • Learn from publishers on how to engage and build an audience • Combine with expertise on pipeline conversion to sales • Mobile apps & data
- 23. © 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider Thank You! Kathy Greenler Sexton CEO & Publisher, Subscription Site Insider Managing Partner, Authority Media Network, LLC Twitter: @kgsexton Email: kgsexton@subscriptionsiteinsider.com Direct: 617-401-7653
Editor's Notes
- Creating Tomorrow’s Alcoholics, Today The copy for the Cola ad reads: “Laboratory tests over the last few years have proven that babies who start drinking soda during that early formative period have a much higher chance of gaining acceptance and ‘fitting’ in awkward pre-teen and teen years.” I’ve got a hunch it also contributes to diabetes and child obesity. - See more at: http://brandslide.ca/creating-tomorrows-alcoholics-today/#sthash.7HJWCdhf.dpuf The first banner ad was made by Modem Media, a digital agency where McCambley worked, that was later acquired and folded into Digitas. Of those who saw the ad, 44 percent clicked, McCambley remembers. Read more: http://www.businessinsider.com/behold-the-first-banner-ad-ever--from-1994-2013-2#ixzz3KmDg6KRt
- Marketer Controls GOAL is to
- Point them to: Chris Penn (@cspenn) Vice President, Marketing, SHIFT Communications http://www.shiftcomm.com/downloads/datatoinsights.pdf
- Whoa re the publishers
- Great content wins …. Cedible sellable
- And Management?