Session Overview

Mequoda Pro Video Training Module #1:

Online Market Analysis — Getting to Know Your Online Neighborhood

Discover how to do market analysis research, then choose or change your website business model, plus which competitors represent potential marketing or content-sharing partnerships.

Mequoda Pro Video Training Module #2:

Search Engine Optimization — Mapping and Tracking your Keyword Universe

Discover how to know, with certainty, the keywords by which web surfers find your website. Learn how to use the Google Keyword Tool to do keyword research, and how to use the Google search engine to quantify competition.

Mequoda Pro Video Training Module #3:

Website Strategy — Converting Visitors into Buyers and Subscribers

A well-crafted landing page will maximize the possibility that a user will take the action you desire and not click away. Learn the 9 website templates required to handle multiple sources of traffic to your website and understand how to implement the conversion architecture that will maximize site traffic and build strong customer relationships.

Mequoda Pro Video Training Module #4:

Editorial Strategy — Using Content to Drive Traffic

Discover the various sources, both original and recycled, that editors can use to aggregate and produce online content. Learn how publishers today are successfully recycling, reusing and repurposing their print content into robust online content that effectively drives traffic to their site and sells more product.

Mequoda Pro Video Training Module #5:

Business Strategy — Embracing Multiple Business Models

Choosing the right business model and supporting infrastructure is fundamental to online publishing success. Learn the 9 ways top publishers are monetizing customer relationships through several business models, as well as definitive website metrics that verify the results of profitable online publishers.

Mequoda Pro Video Training Module #6:

Email Strategy — Using Email as a Publishing Platform

For publishers in-the-know, those who generate 40-70% of their revenue in email, they treat email as a publishing platform. Learn how to create an email editorial calendar that aligns with your products and sponsorships and understand the role of service journalism and clever copywriting in generating serious email revenue.

Mequoda Pro Video Training Module #7:

Reporting Strategy — Managing by Exception

For websites, some metrics are more important than others, depending on the site’s business model. Discover how to measure and manage with a key metrics dashboard, and how to make decisions by regularly reviewing a standard set of daily, weekly, or monthly reports.

Mequoda Pro Video Training Module #8:

Organizational Strategy — Organizing to Innovate

While there is no single, perfect organizational structure for a multiplatform publishing business, there is a pattern that is best described as “organizing activities around the content.” Learn how to integrate your print and online media teams and how to hire dedicated writers, marketers and technical staff to run the online business units.

Coming soon to Mequoda Pro:

Website Conversion Architecture — Converting Visitors to Email Subscribers

We’ve identified several webpage templates used by today’s top publishers that are built to attract lots of traffic and convert the most visitors. In this session, attendees will learn how to design and implement clean and intuitive website templates that are built to convert more visitors into subscribers, and more shoppers into buyers.

Tool you’ll receive with this session: Website Template Inventory Checklist

Landing Page Optimization—Multivariate and A/B Testing for Higher Conversions

Learn how to increase your landing page conversion rates by conducting multivariate testing using the Google Website Optimizer.

Tool you’ll receive with this session: Multivariate Testing Checklist

Online Content Management — Using Content to Sell Content

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.

Tool you’ll receive with this session: Article Release Guideline Checklist

PR & Link Building — Marketing Free Reports to Build Links

Discover how to use free reports and search engine optimized rapid conversion landing pages to increase inbound links and build online friendships.

Tool you’ll receive with this session: Sample Inbound Link Report

Email Newsletter Marketing — Testing to Maximize Email Revenue and Profit

Email is a publishing and marketing platform and is proven to be a significant source of revenue for many publishers. Discover how to create an email newsletter publishing schedule and testing plan that will increase revenue per email sent.

Tool you’ll receive with this session: Sample Email Performance Report

Digital Product Development — Increasing Customer Lifetime Value

You can maximize your email revenue per subscriber with a bigger and better assortment of product offerings. Discover how to generate more income with digital products, including webinars, downloadable PDFs and membership websites.

Tool you’ll receive with this session: Digital Product Pyramid

Internet Advertising Basics — Maximizing Display Advertising Revenue

Are you maximizing revenue with your website advertising inventory, or is it time to re-examine your business model? In this seminar, taught by Internet Advertising export Dan Ambrose, you’ll discover how the two media — Internet and print — complement rather than compete with each other from the point of view of the publisher and of the advertiser.

Tool you’ll receive with this session: Advertiser Schedule Flow Chart & Internet Revenue Potential Worksheet

Structuring Online Jobs — Hiring and Training Online Editors

Discover how to conduct a multi-platform organization review that leads you through an in-depth analysis of the markets you operate in, and the number of unique job descriptions that exist within your organization.

Tool you’ll receive with this session: Online Editor Job Description

Key Metric Analysis — Managing Online Metrics by Exception

Discover precisely how effective website publishers track operating statistics using the Mequoda Key Metric Dashboard that alerts them to problems and opportunities in their online business.

Tool you’ll receive with this session: Sample Key Metric Dashboard

Business Plan Development — Creating a 5-Year Plan

Every viable publishing business, whether contemplated or existing, needs a business plan suitable for senior managers, equity partners and venture capitalists. Learn how to create a publishing model, including key statistics and a five-year financial forecast for your market.

Tool you’ll receive with this session: Sample Online Business Plan and Model

• Don Nicholas
  Managing Partner
• Kim Mateus
  Senior Partner
• Aimee Graeber
  Senior Partner
• Laura Pittman
  Senior Partner
• Amanda MacArthur
  Editor & Publisher
• Michael Phillips
  Senior Information Architect
• Roxanne O’Connell
  Senior Usability Analyst
  Editor-At-Large
• Gail Odeneal
  Senior Editor
• Terri Edmonston
  Information Architect
  Senior Editor
• Lowell Allen
  Senior Information Architect
• Peter A. Schaible
  Senior Copywriter
  Editor-At-Large
• Julie Ottomano
  Consulting Services Manager
• Jeanne S. Jennings
  Contributing Editor
• Jack Edmonston
  Executive Editor
• Jane E. Zarem
  Senior Editor
• Robert W. Bly
  Copywriter
  Contributing Editor
• John Clausen
  Copywriter
  Contributing Editor
• Peter J. Fogel
  Copywriter
  Contributing Editor
• Laura Logan
  Copywriter
• Larry Kerstein
  Usability Analyst
  Contributing Editor
• Roger C. Parker
  Contributing Editor

• Phil Ash
  National Institute of Business Management
• David Baum
  Golf Odyssey
• Matthew Bennett
  First Class Flyer
• Alan Bergstein
  RCR Wireless News
• Ed Coburn
  Harvard Health Publishing
• Bill Dugan
  The Pohly Company
• Helmut P. Graf
  Verlag fur die Deutsche Wirtschaft AG
• Susan Hackley
  The Program on Negotiation at Harvard Law School
• Bill Haight
  Magna Publications
• Clay Hall
  Aspire Media
• Stuart Hochwert
  Prime Publishing, LLC
• Gregory S. Jones
  Granite Bay Media
• Carl Kravetz
  Cultural Assets
• Pat McKeough
  The Successful Investor, Inc.
• Nancy McMeekin
  Oakstone Publishing
• Stephen Meyer
  Business 21 Publishing
• Robert Michel
  Dark Intelligence Group
• Steve Sachs
  Real Simple
• Charlie Spahr
  American Ceramics Society
• Bryan Welch
  Ogden Publications