publishers are from mars, content marketers are from venus

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: [email protected]: 617-401-7653

http://www.subscriptionsiteinsider.com/

© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider

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

Blog

Webinars

How ToResearch

News & Info


Content Marketing KPI?

Traffic > Registration > MQL > SQL > MTG > SALE

https://www.youtube.com/watch?v=Ly6xLQKrUS8



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

News

Trade Journals

ResearchEvents

Newsletters

Apps

Training


Monetization?

Advertising

Subscriptions

Licensing

Training

Events


Content KPI?

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

Traffic > Engagement > Conversion > LTV

ADVERTISING REVENUE

SUBSCRIPTION REVENUE






MARS

(Publishers)Vs.

VENUS

(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

• 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: [email protected]: 617-401-7653

http://www.subscriptionsiteinsider.com/

publishers are from mars, content marketers are from venus

Presentations & Public Speaking