Duration: Approximately 60 Minutes
What this session is about: In this rapidly evolving new media world, where the consumer is in control and has more information product options than ever before, publishers need to offer multiple media platforms to remain competitive.
Discover how top B2B and B2C publishers have used the Internet to sell traditional information products, like magazines, newsletters and books, plus add new high margin products such as webinars, membership websites, downloadable books and many other media platforms to build loyal customer relationships.
Also learn why giving away the same content that customers once paid for is no longer an option – it’s a publisher’s new circulation marketing program. Determine the best practice guidelines for transforming previously published content — print newsletters, books, magazines etc. — into robust online content to maximize website depth and incoming traffic.
What you’ll learn:
- How publishers can use the same intellectual property to both create products that users will pay for, and use it as webpages newsletters, podcasts, and other types of free content, in order to build an online audience
- When premium editorial content becomes a commodity
- When it should become part of a publisher’ s online marketing mix
- How much content needs to be repurposed online in a search engine-friendly manner
- How that happens and who on staff should do this kind of work – writers? editors? webmasters? circulation managers?
- What the time delay should be between when the material is published in print as a paid product, and when it should appear on a website as a free or promotional product
- What constitutes an “evergreen” information product that can be used indefinitely
- How to use different platforms for distributing your branded content online
- How to determine which combination of platforms will work best for your branded content
- How to recycle, reuse and republish information in different formats
- The three sources of content for free special reports
