Publishers Are From Mars, Content Marketers Are From Venus

transcript

Managing & Measuring Content ROI:

Publishers Are From Mars,

Content Marketers Are From Venus

Kathy Greenler SextonCEO & Publisher, Subscription Site InsiderManaging Partner, Authority Media Network, LLC

Twitter: @kgsextonEmail: kgsexton@subscriptionsiteinsider.comDirect: 617-401-7653

PAID | OWNED | EARNED

Digital Marketing Trifecta

Source: Erica Machin, Titan SEO

Key “VENUS” Trait?

Marketers OWN Creating & Managing Content and Driving Results

Marketer: Content-as-Bait

Content & Web Management

Analytical Tools

Marketing Automation

Sales Automation

White Papers

Webinars

How ToResearch

News & Info

Content Marketing KPI?

Traffic > Registration > MQL > SQL > MTG > SALE

Holmes Your Content

• CONVERSION

• GROWTH

Are You Tracking Content ROI?

Source: Heidi Cohen

Publishers

Key “MARS” Trait?

Separation of Editorial Creation & Revenue Generation (OK … MOSTLY…)

Content

Journalists & Writers

Analysts & Researchers

Subject Matter Experts

Sources

Editors

Trade Journals

ResearchEvents

Newsletters

Training

Monetization?

Advertising

Subscriptions

Licensing

Training

Events

Content KPI?

Traffic > > Engagement > CPM-CPL-CPC > RPM

Traffic > Engagement > Conversion > LTV

ADVERTISING REVENUE

SUBSCRIPTION REVENUE

(Publishers)Vs.

(Content Marketers)

Who Owns, Creates & Manages Content?

• Editorial Team • Marketing Team

Who Drives Content Revenue?

• Ad Sales

• Marketing & Subscription Sales

• Business Development

• Marketing Team

Tools?

• CMS-WCMS• Ad Platform, Subscription

Management Platform• Ecommerce Platforms• Sales & Marketing

Automation Tools

• CMS-WCMS

• Ecommerce

• Sales & Marketing Automation

Ultimate Goal of Content Created?

• “Monetize” Content Itself

• Sell Product or Service

Tactics?

• Great Content• Great Brand• Social Engagement• Community

Challenges?

• Competition from content marketers!

• Not directly tied to revenue & ROI

• Have to establish credible content

• Content that drives product sales

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

Thank You!

Kathy Greenler SextonCEO & Publisher, Subscription Site InsiderManaging Partner, Authority Media Network, LLC

Twitter: @kgsextonEmail: kgsexton@subscriptionsiteinsider.comDirect: 617-401-7653

Publishers Are From Mars, Content Marketers Are From Venus

Presentations & Public Speaking