Publishers Are From Mars, Content Marketers Are From Venus1. 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
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PAID | OWNED | EARNED
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Digital Marketing Trifecta
Source: Erica Machin, Titan SEO
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Key “VENUS” Trait?
Marketers OWN Creating & Managing Content and Driving Results
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Marketer: Content-as-Bait
Content & Web
Management
Analytical Tools
Marketing
Automation
Sales Automation
White
Papers
Blog
Webinars
How To
Research
News &
Info
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Content Marketing KPI?
Traffic > Registration > MQL > SQL > MTG > SALE
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Holmes Your Content
• CONVERSION
• GROWTH
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Are You Tracking Content ROI?
Source: Heidi Cohen
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Publishers
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Key “MARS” Trait?
Separation of Editorial Creation & Revenue Generation
(OK … MOSTLY…)
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Content
Journalists &
Writers
Analysts &
Researchers
Subject
Matter
Experts
Sources
Editors
News
Trade Journals
Research
Events
Newsletters
Apps
Training
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Monetization?
Advertising
Subscriptions
Licensing
Training
Events
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Content KPI?
Traffic > > Engagement > CPM-CPL-CPC > RPM
Traffic > Engagement > Conversion > LTV
ADVERTISING REVENUE
SUBSCRIPTION REVENUE
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MARS
(Publishers)
Vs.
VENUS
(Content Marketers)
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Who Owns, Creates & Manages Content?
• Editorial Team • Marketing Team
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Who Drives Content Revenue?
• Ad Sales
• Marketing &
Subscription Sales
• Business Development
• Marketing Team
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Tools?
• CMS-WCMS
• Ad Platform, Subscription
Management Platform
• Ecommerce Platforms
• Sales & Marketing
Automation Tools
• CMS-WCMS
• Ecommerce
• Sales & Marketing Automation
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Ultimate Goal of Content Created?
• “Monetize” Content
Itself
• Sell Product or Service
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Tactics?
• Great Content
• Great Brand
• Social Engagement
• Community
• Great Content
• Great Brand
• Social Engagement
• Community
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Challenges?
• Competition from
content marketers!
• Not directly tied to
revenue & ROI
• Have to establish
credible content
• Content that drives
product sales
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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?