1. Monetise: making money out of content
Nicola Murphy
International Content Marketing Summit - November 2012

2. In the good old days
People talked to people……………. media broadcast
Social and Media were two different things

3. Digital has changed everything
Most content is free
Personal Impersonal
And everything can be copied

4. The content challenge
• Too much noise
• Random
• Repetitive
• Where’s the revenue?
• All free
• All freely copied
Consumers
Media

5. But consumers will pay for content that is..
Original
Timely
Authoritative
Exclusive
Unique
High quality
…Relevant to me

6. You will need at least two of the following
A strong visible brand
A dedicated, loyal, incentivised audience
A brand community
Strong customer service ethic

7. And in an ideal world…
Identifiable audience niches
Significant audience numbers
Newsstand appeal
An international footprint

8. However for many content is becoming less
about ownership and more about access

9. So above all make it accessible
How I want it, where I
want it, when I want it…
Context and content are partners

10. REVENUE
Advertising
revenue
Copy Sales
Events and/or
additional
services
International
expansion
Paywall
Subscription
services
App fees
Affiliates
White
label/Syndicated
There is huge commercial diversity

11. Advertising
Sponsorships
Affiliates
Paywall
Copy Sales
SMS
PPV
Subscription
App sales
Pay Attention Pay if you want it Pay in your sleep

12. How do we start the process of monetising content?
1. Define your objectives
• Be specific. Content can’t do everything
2. Understand your customers. Properly
• All the usual + How do they search for your content? what language do they
use? what does their decision making process look like
3. Hire great content creators
• Creating great content requires creative skills.
4. Decide how you will measure success
• Attribute it to business value

13. Remember to walk partnerships, not
talk them
Content
TelcoDevice
Advertising

14. In summary
Revenue generation from branded content is possible
Seek out clearly defined audiences, ideally at scale
Make sure your content is high quality and seek
authenticity. Consumers are highly discerning.

15. Get in touch
To find out how River Group can help you monetise your
brand contact:
Nicola Murphy, CEO
Phone: +44 (0)20 7420 7000
Email: nmurphy@therivergroup.co.uk
http://www.therivergroup.co.uk