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Revenue Growth with Evergreen Na2ve Content
November2016,Berlin
DominikGrauChiefInnova,onOfficer,EbnerMediaGroup
@dominikgrau
DominikGrauChiefInnova,onOfficerEbnerMediaGroup• 2011-2015:ManagingDirector,EbnerUSA• 2007-2011:DirectorOnline,IDGGermany• 2006-2007:EditorinChief,Burda(BurdaYukom)• 2003-2006:Author/Trainee,Burda(Chip.de)• 2002-2004:Research&IT,UniversityofMunich• 1995-2002:WebsiteProjects,ITInfrastructure
@dominikgrau // [email protected]
SpecialInterestMediaB2BMagazinesWebinars,EventsProductDatabaseCataloguesPhoneBooks,DirectoriesApps,Videos,Podcasts
We‘reanichemediacompany
Anapproachlikethisalienatesatypicaleditor
Weneedededitorswithadifferentapproach.Peoplewhowerewillingnotonlytoreportbuttocontribute.
Transac@onEditors(TE)
@dominikgrau // [email protected]
Tradi2onal Editor - writes high-quality content - has industry exper2se, is widely respected - helps new editors to create evergreens New Role: Transac2on Editor - turns print content into digital evergreens - works closely with tradi2onal editor - knows social media, videos, mobile, analy2cs - manages paid content, shop products
@dominikgrau // [email protected]
The Principle of Embedded Marke2ng
"Asyouknow,theageoftheInternethasturnededitorsintomarketerswhoareresponsiblefortheircontent.“DonNicholas,MequodaGroup
Theeditor‘sjob:createthewidestpossiblereach
@dominikgrau // [email protected]
Ø „analyze!“(thetopic)Ø „define!“(thechannels)Ø „inves@gate!“(thestory)Ø „produce!“(thecontent)Ø „market!“(throughallchannels)Ø „measure!“(yoursuccess)
What we tell our editors
@dominikgrau // [email protected]
@dominikgrau // [email protected]
What is helpful na2ve ad content? • Answeruserques,ons(FAQ,Q&A)• Knowledgecontent• Expertadviceandprecisehow-tos• Focusonlongtermà‘Sponsored’label=badgeofhonor!
@dominikgrau // [email protected]
Step1:AUDIENCE–getclientbriefing&createpersonas
Step2:KEYWORDS–iden@fy&testtopics
Step3:SCHEDULE–daily,monthly,yearly
Step4:UPDATE–every90days
Step5:AMPLIFY–socialmediaevergreens
Step6:REPURPOSE–informa@onunits
Step7:CONVERT–toe-mail&paid
@dominikgrau // [email protected]
• Analyze: find at least 2 potential audience groups w/ client • Ask: why do they need, how/when will they read my content • Goal: perfectly understand your audience’s world • Result: description for each persona, assign names
Step1:Getclientbriefing,createpersonas
Photos: Ebner Media Group
4 Ebner personas
@dominikgrau // [email protected]
@dominikgrau // [email protected]
From Personas to Channels
HannahHalbtag KatjaKann-Alles ArneAnspruch PaulPassiv
Website
Dienstleistungen
WeeklyNL
Needsmarke,nghow-tosandknowhowbyexperts
WantspersonaladviceandcustomizedcontentforC-levelreaders
Needsnewslemersandwebsiteswithuser-centriccontent
@dominikgrau // [email protected]
• Research: find keywords (high volume, low competition) • Reconfirm: Google Trends; Adwords sample check • Retest: test social posts, analyze share patterns • Ebner websites: up to 7,000 keywords, 300 topics
Step2:Buildkeywordfamilies,iden@fypoten@altopics
Illustration: Mequoda.com @dominikgrau // [email protected]
@dominikgrau // [email protected]
Step3:Createacontentplanand24-hourschedule
Daily Schedule • 1 evergreen per weekday • Publish morning or evening
Optional: Monthly & Yearly Plan • 4 uber topics per month • Strategic focus, seasonal
Photo: Getty Images @dominikgrau // [email protected]
January2017:Op,mizefulltext,addphotos/videos
October2016:Minorupdates,deepSEOreview
July2016:Addmoretext(100+words)
April2016:Addphotos/videos/text(50+words),SEOreview
January2016:Firstevergreenversion(500+words)
Step4:Updateevery90days,promoteacrossallchannels
Illustration: Ebner Media Group @dominikgrau // [email protected]
One evergreen = many amplifiable information units! • 45-day policy: repost evergreen links every 45 days • Facebook: retarget website users • Twitter: share evergreen links • LinkedIn: great for amplifying B2B evergreens • Youtube: publish evergreen videos or slideshows
Step5:Socialmediaamplifica@onschedule
@dominikgrau // [email protected]
Step6:TurnoneevergreenintomanyevergreenpiecesPrint
Web
site
New
slef
er
Facebo
ok
Youtub
e
Link
edIn
Twifer
ExternalBlogs
Wikiped
ia
Amazon
eBo
ok
PRPortals
1.FULLPOST x x x 2.Excerpts x x x x x x x x x 3.Illustra,ons x x x x x x x x x x 4.KeyFacts x x x x x x x x x 5.Photos x x x x x x x x x 6.Audio x x x x x x 7.Video x x x x x x
Illustration: Ebner Media Group @dominikgrau // [email protected]
Step7:Evergreensasconversionblockbusters
• Create Newsletter: automated updates, daily and weekly • Convert users to e-mail: popup, scroll bar, sidebar boxes • Goal: convert 1% of monthly uniques to email
Illustration: Mequoda.com @dominikgrau // [email protected]
CREATE1)AUDIENCE2)KEYWORDS3)SCHEDULE
COORDINATE4)UPDATE5)AMPLIFY
6)REPURPOSE
CONVERTtoE-Mail
EvergreenConversion=DigitalGrowth&Na@veRevenues
Illustration: Ebner Media Group @dominikgrau // [email protected]
Thank You! [email protected]
Linkedin.com/in/dominikgrau@dominkgrau
DominikGrauChiefInnova,onOfficer,EbnerMediaGroup
