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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


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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Offering Content in the FormsBuyers Demand


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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Publishers: Create Micro-Content

From a print bookto interactive

electronic content


Micro-Content Strategy

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Free Content Sells Content


Wall Street Journal Online: free content sold 700,000+ subscriptions at $79 or $39 per year

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Shore: Free content sells research


Content Markets Content

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Digital Influence


Marketing 2.0

Micro Sites

DatafeedsPersonalized News

Audio

Conversations & CommentaryContent lens

Video

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Blogging for publishers


Tim O’Reilly - O’Reilly Media

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Ziff Davis editors blog


CIO Magazine blog

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Charlene Li’s blog - Forrester Research


Publishers marketing withcontent in innovative ways

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Edmunds: Wiki for car enthusiasts


Macworld Magazine’s podcasts

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Hanley Wood’s ebuild: construction product portal


Direct-to-Consumer PR

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Public relations (new rules)

Download a complimentary copy:http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf


PR 2.0 for Publishers

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Reach buyers directly with press releases


Optimize Web Site for Buyers

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Search Engine Marketing

A critical component of the marketing mix


Organic Search Results

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Search Engine Advertising


Being found online

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The long end of the tail


Selling micro-content

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How the heck do we getstarted?


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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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


Understanding your buyers problems

• What does your content do for buyers?

• What problems does your content solvefor buyers?

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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


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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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


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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Blogging for publishers

• Great for thought leadership

• Terrific search engine fodder

• Opportunity for . . .

– Delivering authentic information

– Optional comment capabilities


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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SEM for Publishers

• Create Micro-Content

• Keyword Analysis is critical

• Leverage your existing taxonomy

• Make “search engine friendly” pages

• Don’t be egotistical


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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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)


Example taxonomy

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Example content listing


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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One Publisher’s Success

a case study


MAKE Magazine

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Makezine.com


Make blog

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Make podcasts & video


Make: reader contributed content

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Make: reader contributed photos


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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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


Contact

Book Cashing in with Content

Sites www.DavidMeermanScott.com

www.freshspot.com

Blog www.WebInkNow.com

Email [email protected]

192 sspp02 scott

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