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INSIGHT: StrategyEye COO presentation on driving successful online content services
1. Running a successful online content service – some tips Jeremy Phillips Co-Founder and COO, StrategyEye February 2011 StrategyEye www.strategyeye.com
2. By way of introduction .. StrategyEye powers niche intelligence services, usually with a freemium model, up to high ticket subscription levels StrategyEye www.strategyeye.com
3. By way of introduction .. Own label and partner offers in any industry or topic area MARINE SUSTAINABILITY HEDGE FUNDS SENSEX OUTSOURCING AEROSPACE MINING RETAIL WIND FARMS DEFENCE StrategyEye www.strategyeye.com
10. (a quick detour into “structure”) Describing a coherent world at the right level of detail .. StrategyEye www.strategyeye.com
11. (a quick detour into “structure”) .. and picking out the things that the audience needs to engage with Levels of Comment Industries / Categories Topics Entities Location Biotech Private Equity Companies Europe Feature Solar Photovoltaic UK M&A Executives Lead News Mobile Social Networks Northern England Partnerships Brands Endorsed Regulators Manchester Product Innovation Wind Farms Other News Sustainability . . . . . . Indices . . . . . . . . . StrategyEye www.strategyeye.com
12. Where are the pricing resistance levels? .. hundreds and thousands .. Workflow £’000s “Where I make decisions” £’00s “My preferred source” FREE “One of my sources” StrategyEye www.strategyeye.com
13. How does the content fit in? Getting the mix right Workflow Deep Analysis £’000s Hard Data Original Comment £’00s Focussed News Basic News FREE StrategyEye www.strategyeye.com
14. Proprietary content is expensive .. .. so you match it to the audience’s interest levels Audience Usage Metrics Opinion-Former Attention Most Interesting Least Interesting StrategyEye www.strategyeye.com
15. What about the functionality? Tiered functionality for a tiered offer Workflow Deep Analysis Reporting Tools £’000s Hard Data Analysis Tools Personalisation Original Comment £’00s Focussed News Structured View Basic News FREE StrategyEye www.strategyeye.com
16. Importance of some free Free content is the best SEO strategy Original Comment and Analysis Original News üüüü üü Recommended Articles Filtered Articles ü ü StrategyEye www.strategyeye.com
20. Importance of some free (cont’d) Structured free content drives quality advertising … Site Sponsorship Topic Sponsorship Featured Companies StrategyEye www.strategyeye.com
21. Importance of some free (cont’d) … and upsell to paid StrategyEye www.strategyeye.com
22. How do you sell? Do you have the right team? Workflow £’000s Relationship sell £’00s Light touch FREE Ad (sponsorship) sales StrategyEye www.strategyeye.com