Publishers Are From Mars, Content Marketers Are From Venus
-
Upload
kathy-greenler-sexton -
Category
Presentations & Public Speaking
-
view
582 -
download
0
Transcript of Publishers Are From Mars, Content Marketers Are From Venus
![Page 1: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/1.jpg)
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
![Page 2: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/2.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
PAID | OWNED | EARNED
![Page 3: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/3.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Digital Marketing Trifecta
Source: Erica Machin, Titan SEO
![Page 4: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/4.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Key “VENUS” Trait?
Marketers OWN Creating & Managing Content and Driving Results
![Page 5: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/5.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Marketer: Content-as-Bait
Content & Web Management
Analytical Tools
Marketing Automation
Sales Automation
White Papers
Blog
Webinars
How ToResearch
News & Info
![Page 6: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/6.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content Marketing KPI?
Traffic > Registration > MQL > SQL > MTG > SALE
![Page 7: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/7.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Holmes Your Content
• CONVERSION
• GROWTH
![Page 8: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/8.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Are You Tracking Content ROI?
Source: Heidi Cohen
![Page 9: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/9.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Publishers
![Page 10: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/10.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Key “MARS” Trait?
Separation of Editorial Creation & Revenue Generation (OK … MOSTLY…)
![Page 11: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/11.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content
Journalists & Writers
Analysts & Researchers
Subject Matter Experts
Sources
Editors
News
Trade Journals
ResearchEvents
Newsletters
Apps
Training
![Page 12: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/12.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Monetization?
Advertising
Subscriptions
Licensing
Training
Events
![Page 13: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/13.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Content KPI?
Traffic > > Engagement > CPM-CPL-CPC > RPM
Traffic > Engagement > Conversion > LTV
ADVERTISING REVENUE
SUBSCRIPTION REVENUE
![Page 14: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/14.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
MARS
(Publishers)Vs.
VENUS
(Content Marketers)
![Page 15: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/15.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
![Page 16: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/16.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Who Owns, Creates & Manages Content?
• Editorial Team • Marketing Team
![Page 17: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/17.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Who Drives Content Revenue?
• Ad Sales
• Marketing & Subscription Sales
• Business Development
• Marketing Team
![Page 18: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/18.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Tools?
• CMS-WCMS• Ad Platform, Subscription
Management Platform• Ecommerce Platforms• Sales & Marketing
Automation Tools
• CMS-WCMS
• Ecommerce
• Sales & Marketing Automation
![Page 19: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/19.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Ultimate Goal of Content Created?
• “Monetize” Content Itself
• Sell Product or Service
![Page 20: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/20.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Tactics?
• Great Content• Great Brand• Social Engagement• Community
• Great Content• Great Brand• Social Engagement• Community
![Page 21: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/21.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Challenges?
• Competition from content marketers!
• Not directly tied to revenue & ROI
• Have to establish credible content
• Content that drives product sales
![Page 22: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/22.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
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
![Page 23: Publishers Are From Mars, Content Marketers Are From Venus](https://reader034.fdocuments.us/reader034/viewer/2022042511/55a09b601a28ab546a8b46ca/html5/thumbnails/23.jpg)
© 2014 Authority Media Network, LLC, Publisher of Subscription Site Insider
Thank You!
Kathy Greenler SextonCEO & Publisher, Subscription Site InsiderManaging Partner, Authority Media Network, LLC
Twitter: @kgsextonEmail: [email protected]: 617-401-7653