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Copyright 2006 by David Meerman Scott
Marketing Your Content in aMicro-Segmented Online World
David Meerman Scott
Society for Scholarly Publishing June 7, 2006
Copyright 2006 by David Meerman Scott
Why Marketing?
• Marketing is increasingly the source ofsuccess for today’s organizations
• It is less often the “product”
• Consumer marketers know this
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Copyright 2006 by David Meerman Scott
Offering Content in the FormsBuyers Demand
Copyright 2006 by David Meerman Scott
The Long Tail for Publishers
Programs that you create at the long end of the tail
yields highly profitable and sustainable results.
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Copyright 2006 by David Meerman Scott
Publishers: Create Micro-Content
From a print bookto interactive
electronic content
Copyright 2006 by David Meerman Scott
Micro-Content Strategy
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Copyright 2006 by David Meerman Scott
Free Content Sells Content
Copyright 2006 by David Meerman Scott
Wall Street Journal Online: free content sold 700,000+ subscriptions at $79 or $39 per year
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Copyright 2006 by David Meerman Scott
Shore: Free content sells research
Copyright 2006 by David Meerman Scott
Content Markets Content
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Copyright 2006 by David Meerman Scott
Digital Influence
Copyright 2006 by David Meerman Scott
Marketing 2.0
Micro Sites
DatafeedsPersonalized News
Audio
Conversations & CommentaryContent lens
Video
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Copyright 2006 by David Meerman Scott
Blogging for publishers
Copyright 2006 by David Meerman Scott
Tim O’Reilly - O’Reilly Media
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Copyright 2006 by David Meerman Scott
Ziff Davis editors blog
Copyright 2006 by David Meerman Scott
CIO Magazine blog
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Copyright 2006 by David Meerman Scott
Charlene Li’s blog - Forrester Research
Copyright 2006 by David Meerman Scott
Publishers marketing withcontent in innovative ways
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Copyright 2006 by David Meerman Scott
Edmunds: Wiki for car enthusiasts
Copyright 2006 by David Meerman Scott
Macworld Magazine’s podcasts
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Copyright 2006 by David Meerman Scott
Hanley Wood’s ebuild: construction product portal
Copyright 2006 by David Meerman Scott
Direct-to-Consumer PR
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Copyright 2006 by David Meerman Scott
Public relations (new rules)
Download a complimentary copy:http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf
Copyright 2006 by David Meerman Scott
PR 2.0 for Publishers
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Copyright 2006 by David Meerman Scott
Reach buyers directly with press releases
Copyright 2006 by David Meerman Scott
Optimize Web Site for Buyers
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Copyright 2006 by David Meerman Scott
Search Engine Marketing
A critical component of the marketing mix
Copyright 2006 by David Meerman Scott
Organic Search Results
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Copyright 2006 by David Meerman Scott
Search Engine Advertising
Copyright 2006 by David Meerman Scott
Being found online
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Copyright 2006 by David Meerman Scott
The long end of the tail
Copyright 2006 by David Meerman Scott
Selling micro-content
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Copyright 2006 by David Meerman Scott
How the heck do we getstarted?
Copyright 2006 by David Meerman Scott
Do you know your distinctive competence?
• How does your content REALLY deliver value?
• What are customers really buying?
• What does the market see as compelling?
• Is it truly unique and sustainable?
• Can you prove it?
• Examples– Innovation
– Product leadership
– Training
– Customer intimacy
– Channel
– Service reputation
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Copyright 2006 by David Meerman Scott
Understand Buyer Personas
• Most marketing and communications programs areegotistical
• Understand buyers and speaking their language is critical
• What media does this persona use to get new ideas andinformation
• Most publishers have multiple buyers
– Different job functions
– Different industries
Copyright 2006 by David Meerman Scott
Understanding your buyers problems
• What does your content do for buyers?
• What problems does your content solvefor buyers?
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Copyright 2006 by David Meerman Scott
Understand your sales process
• The sales process is definable, repeatable,and understandable
• You need to understand your sales process
• Understand from buyer perspective (win-lossanalysis)
• Can vary by product or market
Copyright 2006 by David Meerman Scott
Example Sales Cycle
Engage prospectswith a compellingstory throughoutthe sales cycle to
enhancesalespeople
effectiveness andbuild revenue
quickly
Marketing Programs
SalesCycle
Exposures
Suspects
Prospects
Negotiating
Customers
To build new revenue quickly, integrate marketing programs directly into the sales cycleto increase success rates at each stage in the selling process.
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Copyright 2006 by David Meerman Scott
Web Content to Drive Revenue
• Optimize site for personas
• Move visitors into the sales cycle
• Use the Web as Direct Marketing
• Deliver offers for each persona
• Measure everything
Copyright 2006 by David Meerman Scott
Thought Leadership
Authentic marketing at work– E-books
– Webinars
– Blogs
– Wikis
– Podcasts
– Direct-to-consumer press releases
– Publishers = Provide complimentary content
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Copyright 2006 by David Meerman Scott
Blogging for publishers
• Great for thought leadership
• Terrific search engine fodder
• Opportunity for . . .
– Delivering authentic information
– Optional comment capabilities
Copyright 2006 by David Meerman Scott
Search Engine Marketing for Publishers
• Marketing delivered precisely upon inquiry– Non-intrusive (response to request)
– Highly targeted (highly relevant to request)
• Information businesses have unique opportunity– Large quantities of high-quality content is one of the
most important contributors to driving search enginetraffic to your site.
– Keyword rich content means specific and granularsearch terms can be optimized
– For most publishers, tens of thousands of searchterms exist.
– Some publishers have millions of search terms
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Copyright 2006 by David Meerman Scott
SEM for Publishers
• Create Micro-Content
• Keyword Analysis is critical
• Leverage your existing taxonomy
• Make “search engine friendly” pages
• Don’t be egotistical
Copyright 2006 by David Meerman Scott
Keyword Analysis and Development
• It’s not about you, it’s about your buyers
• Understand your potential buyers
– What keywords and phrases do your buyers use?
– How do they search?
• What search terms do people use today?
– Access and analyze your site statistics
• Mine keywords from titles, descriptions, andmetadata for large content sets
• Use your editorial taxonomy
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Copyright 2006 by David Meerman Scott
Mine phrases from your content
• Optimize for your content’s titles, subtitles,and author names
• Surface descriptions, summaries andabstracts so search engines can find them
• Make metadata available for the searchengines to find (for example companies orpeople or industries mentioned in thearticle or report)
Copyright 2006 by David Meerman Scott
Example taxonomy
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Copyright 2006 by David Meerman Scott
Example content listing
Copyright 2006 by David Meerman Scott
Don’t be egotistical
(People don’t search on “business news” when they want a story, they search for the story they want.)
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Copyright 2006 by David Meerman Scott
One Publisher’s Success
a case study
Copyright 2006 by David Meerman Scott
MAKE Magazine
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Copyright 2006 by David Meerman Scott
Makezine.com
Copyright 2006 by David Meerman Scott
Make blog
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Copyright 2006 by David Meerman Scott
Make podcasts & video
Copyright 2006 by David Meerman Scott
Make: reader contributed content
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Copyright 2006 by David Meerman Scott
Make: reader contributed photos
Copyright 2006 by David Meerman Scott
MAKE Magazine: Case Study of Success
• Launched February 2005
• Shoestring Budget
• 0 to 90,000 paid circulation in 12 months
• Makezine.com 1 million visitors / month
• Hundreds of stories in mainstream media
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Copyright 2006 by David Meerman Scott
MAKE Magazine: Lessons learned
• Readers want to be part of a community
• Offer opportunities for readers tocontribute content
• Digital distribution is key
• Blog, blog, blog
Copyright 2006 by David Meerman Scott
Contact
Book Cashing in with Content
Sites www.DavidMeermanScott.com
www.freshspot.com
Blog www.WebInkNow.com
Email david@freshspot.com
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