Increase revenue with content marketing – strategies to extend the value of your content
•
1 like•1,827 views
Gavin Sharrock (Business Development Director at Wiley) ran an Expert Briefing session at the Association Congress UK event on 16 December 2015. During his session delegates where invited to: - Understand more about the advertising world and the specific opportunities it presents for societies and associations - Discover trends and best practice in content marketing that will enable societies to increase revenue and sponsorship - Learn from case studies provided by other societies and associations
More Related Content
What's hot
What's hot (20)
Similar to Increase revenue with content marketing – strategies to extend the value of your content
Similar to Increase revenue with content marketing – strategies to extend the value of your content (20)
More from Wiley
More from Wiley (11)
Recently uploaded
Recently uploaded (20)
Increase revenue with content marketing – strategies to extend the value of your content
- 1. Corporate Marketing Services Advertising Content Services Advertising represents ‘riding alongside’ Society-owned interactions, and as such has a limited timespan and asset value Content Products and Services sold or licensed for direct use by the Corporation, and hence can have a degree of enduring value beyond a campaign period, depending on the nature of the content permissions
- 2. Your customers don’t care about you, your products, your services… they care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you. Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
- 3. “Half the money I spend on advertising is wasted….. The trouble is I don't know which half.” Philadelphia Department Store Magnate John Wanamaker Today, the trouble is, we do know which half.
- 4. 6 Content Consumption… "When a current issue of a professional publication is available, which versions do you read?“ 2015 Sources and Interactions Study Print is not dead…
- 5. It’s All About Engagement • You need to work hard to keep your audience’s attention. • Your competition for their attention isn’t just the obvious. • The end goal is engagement and loyalty. • “…creating and distributing valuable, relevant and consistent content”.
- 6. Whether print or online, Wiley advertising offers access to highly targeted, influential audiences of decision makers and opinion leaders in key markets around the world. Readers are attracted to the credibility of our publications and content authored by some of the most frequently cited experts in their field.
- 7. Content consumption behaviours are evolving
- 10. When it comes to the money, it’s all about ROI • These days, advertisers want proof that their advertising is reaching a specific target audience, and that the money they spend on advertising is achieving their advertising objectives. • Virtually all advertising initiatives have a “success metric” by which the advertiser can measure the success of the initiative. • The holy grail of success metrics is ROI (return on investment). In other words, did they get an acceptable, calculable return on their advertising expenditure? • Many advertisers in the STMS market target physicians and want to reach only audiences of physicians who have supplied their Medical Education Number as proof that they are in fact medical doctors.
- 12. • Effective use of multi- media. • Additional resources from print to digital. • Effective content linking. • Digital navigation not necessarily based on the print structure. • Online events. • Topic ‘sweating’. • Email alerts, texts and social media. • Digital engagement tools.
- 13. 15 e-Newsletters Targeted Advertising Options • Therapy based news to targeted audiences • Higher Open and CTR’s • Geo-targeted to country level
- 14. 16 e Table of Contents (e-Tocs) Targeted Advertising Options • Sole Sponsorship Model 100% SOV • Geo-Targeted • Sign up to receive Alerts • ACR is a custom product developed by Wiley
Editor's Notes
- When asked about the major challenges they are facing, they told us that their main concerns were: Reliance on a small number of revenue streams Stalled member growth Changes in government regulations Stagnant revenue growth Low membership engagement And the areas where they were projecting to spend the most of their revenues were…
- You might not know that - We help 900 societies succeed We plough back $40,000,000 into research by supporting peer review in society journals We share >$180m in royalties that helps societies fund their activities In turn, this helps them to help their community of 7,000,000 researchers and professionals succeed
- 2nd largest revenue line, 1st largest that can be easily affected
- Stef: This is obviously the famous quote that applies to ALL of advertising, and this quote was actually about print advertising. The trouble about online advertising is that now we DO know which half. This puts the responsibility on the publisher to prove their worth of their audience, because, as we know, budgets are limited.
- Most readers prefer a mix of print and digital media
- It’s All about ROI These days, advertisers want proof that their advertising is reaching a specific target audience, and that the money they spend on advertising is achieving their advertising objectives. This is true regardless of the market (consumer goods, information technology, automotive, news & information, entertainment, finance, politics, STMS, high tech gadgets) or the medium (print, online, TV, radio, outdoor). Virtually all advertising initiatives have a “success metric” by which the advertiser can measure the success of the initiative. Sometimes, an advertiser will launch a brand awareness campaign and their success metric is increased brand awareness. Sometimes, an advertiser is trying to drive traffic to their website and their success metric is increased site traffic. Sometimes, an advertiser wants to fill seats at an event and their success metric is event registrations. Often, the success metric is the number of sales of the advertised product or service. Whatever the success metric, this metric is clearly defined. For example, if the success metric is increased awareness, then increased awareness may defined as a significant increase in the number of respondents to a brand awareness survey who say that they are very aware of a product or service after the ad campaign, versus the number of respondents to a brand awareness survey who said that they were very aware of the product or service before the ad campaign. The holy grail of success metrics is ROI (return on investment) and most advertisers ultimately judge the success of an advertising investment based on whether or not the advertising generated a measureable ROI. In other words, did they get an acceptable, calculable return on their advertising expenditure? Whether the return is increased awareness, product sales, or event registrants, advertisers measure ROI and take it into consideration when they have to decide whether they will utilize a given advertising vehicle again. In order to maximize their chances of achieving their success metric, advertisers want proof that their ads are reaching the specific target audience for which their ad is intended. The proof supplied to them by advertising sales representative will vary based on the market and the medium. It will also vary depending on whether the advertising initiative is considered Business-to-Business (B-to-B) Business-to-Consumer (B-to-C). B-to-B advertisers often look for audience demographics such as title, function, industry, personal purchasing responsibility by product/service, annual budget, and brand preference, and audience psychographics (attributes relating to personality, values, attitudes, interests, or lifestyles) such as their inclination to buy from vendors with whom they’ve had good customer service experiences, their proclivity to cancel a company's service if they can get a marginally better price for the service elsewhere, or their likelihood of placing a great deal of emphasis on doing business with a national versus a local company. B-to-C advertisers often look for audience demographics such gender, age, household income, education level, geography, and number of children, and audience psychographics such as loyalty, price-sensitivity, and likelihood of telling a friend about a good product or service. In the world of Scientific Technical Medical and Scholarly (STMS) Publishing there are a number of additional factors taken into consideration by advertisers. Many advertisers in the STMS market target physicians and want to reach only audiences of physicians who have supplied their Medical Education Number as proof that they are in fact medical doctors. A Medical Education Number, or ME Number, is a 10-digit number assigned to every physician member of the AMA in the United States by the American Medical Association for identification and recording of basic physician information and Continuing Medical Education credits. There are also many advertising regulations in the Health Sciences marketplace which present challenges to advertisers. Government-appointed institutions like the FDA in the US and independent organisations like NICE in England, only allow pharmaceutical companies to advertise drugs in a country in which the drug is approved for use. Some regulatory bodies only allow pharmaceutical ads to be in publications and on websites that are viewed only by qualified medical doctors. Some countries strictly prohibit prescription drug ads from being viewed by consumers, and can only been viewed by physicians with the ability to actually prescribe prescription drugs. Since STMS advertisers want proof that their advertising is reaching a specific target audience, and that the money they spend on advertising is achieving their advertising objectives, STMS ad sales representatives need certain sales tools to maximize their chances of closing an ad sale. Further, the sales tools needed for journals are different from those needed for web sites.
- It’s All about ROI These days, advertisers want proof that their advertising is reaching a specific target audience, and that the money they spend on advertising is achieving their advertising objectives. This is true regardless of the market (consumer goods, information technology, automotive, news & information, entertainment, finance, politics, STMS, high tech gadgets) or the medium (print, online, TV, radio, outdoor). Virtually all advertising initiatives have a “success metric” by which the advertiser can measure the success of the initiative. Sometimes, an advertiser will launch a brand awareness campaign and their success metric is increased brand awareness. Sometimes, an advertiser is trying to drive traffic to their website and their success metric is increased site traffic. Sometimes, an advertiser wants to fill seats at an event and their success metric is event registrations. Often, the success metric is the number of sales of the advertised product or service. Whatever the success metric, this metric is clearly defined. For example, if the success metric is increased awareness, then increased awareness may defined as a significant increase in the number of respondents to a brand awareness survey who say that they are very aware of a product or service after the ad campaign, versus the number of respondents to a brand awareness survey who said that they were very aware of the product or service before the ad campaign. The holy grail of success metrics is ROI (return on investment) and most advertisers ultimately judge the success of an advertising investment based on whether or not the advertising generated a measureable ROI. In other words, did they get an acceptable, calculable return on their advertising expenditure? Whether the return is increased awareness, product sales, or event registrants, advertisers measure ROI and take it into consideration when they have to decide whether they will utilize a given advertising vehicle again. In order to maximize their chances of achieving their success metric, advertisers want proof that their ads are reaching the specific target audience for which their ad is intended. The proof supplied to them by advertising sales representative will vary based on the market and the medium. It will also vary depending on whether the advertising initiative is considered Business-to-Business (B-to-B) Business-to-Consumer (B-to-C). B-to-B advertisers often look for audience demographics such as title, function, industry, personal purchasing responsibility by product/service, annual budget, and brand preference, and audience psychographics (attributes relating to personality, values, attitudes, interests, or lifestyles) such as their inclination to buy from vendors with whom they’ve had good customer service experiences, their proclivity to cancel a company's service if they can get a marginally better price for the service elsewhere, or their likelihood of placing a great deal of emphasis on doing business with a national versus a local company. B-to-C advertisers often look for audience demographics such gender, age, household income, education level, geography, and number of children, and audience psychographics such as loyalty, price-sensitivity, and likelihood of telling a friend about a good product or service. In the world of Scientific Technical Medical and Scholarly (STMS) Publishing there are a number of additional factors taken into consideration by advertisers. Many advertisers in the STMS market target physicians and want to reach only audiences of physicians who have supplied their Medical Education Number as proof that they are in fact medical doctors. A Medical Education Number, or ME Number, is a 10-digit number assigned to every physician member of the AMA in the United States by the American Medical Association for identification and recording of basic physician information and Continuing Medical Education credits. There are also many advertising regulations in the Health Sciences marketplace which present challenges to advertisers. Government-appointed institutions like the FDA in the US and independent organisations like NICE in England, only allow pharmaceutical companies to advertise drugs in a country in which the drug is approved for use. Some regulatory bodies only allow pharmaceutical ads to be in publications and on websites that are viewed only by qualified medical doctors. Some countries strictly prohibit prescription drug ads from being viewed by consumers, and can only been viewed by physicians with the ability to actually prescribe prescription drugs. Since STMS advertisers want proof that their advertising is reaching a specific target audience, and that the money they spend on advertising is achieving their advertising objectives, STMS ad sales representatives need certain sales tools to maximize their chances of closing an ad sale. Further, the sales tools needed for journals are different from those needed for web sites.
- eNewsRheum came to Wiley from Multiview, a Texas based company with very boiler plate selling methodologies.
- 3. Early career professionals want content, learning, career services This is what Wiley research from 14,000 members tells us; how does it compare with the info you have about your community in particular?
- 3. Early career professionals want content, learning, career services This is what Wiley research from 14,000 members tells us; how does it compare with the info you have about your community in particular?
- 3. Early career professionals want content, learning, career services This is what Wiley research from 14,000 members tells us; how does it compare with the info you have about your community in particular?