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Tag: digital content marketing

Using “Self-Liquidating Premiums” to Help Close the Sale

An effective technique in information marketing is “self-liquidating premiums”—having the value of the premiums exceed the entire purchase price.

For example, let’s assume you have a product, perhaps a downloadable ebook, with a list price of $49.95. You’re selling it online at a discounted purchase price of $29.95.

Mequoda’s Top 10 Subscription Website Publishing Posts of 2017

Our most-read subscription website publishing posts of last year show a continued interest in building profitable subscription websites and improving their speed and ranking.
Last year, publishers focused on increasing profitability through apps and subscription website publishing. As publishers continue to search for digital content success through subscriptions, we think the chosen top ten most-read posts

Creating Multiplatform Products: What to Sell, What to Give Away

Online content marketing is antithetical to anything we knew prior to 20 years ago — something Seth Godin terms interruption marketing. Everything I learned in college and during my early career, whether space ads, TV commercials or direct response, employed hardcore, confrontational marketing messages.

The Prices, Offers, and Incentives You Must Test Now

There’s no such thing as publishing a magazine.

The fact is, if you want to transition your business from the traditional print model to 21st-century publishing – and the profits it promises – you have to publish five different magazine editions of every title in your portfolio.

Mequoda has learned from decades of experience that these five are absolutely crucial to successful digital publishing. And many traditional print publishers have learned, to their sorrow, that digital publishing is crucial to their very survival in the modern age.

If that sounds alarming, we can assure you it’s completely achievable – more on that below. But first, let’s consider all five of those editions that we’ve identified as the very heart of our Gold Members’ publishing empires.

What Content Marketing Strategy Looks Like for Publishers

In the second decade of the 21st century, the online publishing environment is not only changing dramatically, it’s changing at a faster rate than we ever could have anticipated.

In a mere 20+ years, since the dawn of the commercial Internet, we’ve experienced a genuine paradigm shift in content marketing. That’s because magazines, newsletters, books, audio and video content now can be digitized and delivered online, as well as marketed on websites and via email.

The State of Publishing on LinkedIn

Publishing on LinkedIn is a practice we believe in: As a social networking service aimed at professionals, what better way to share content with digital magazine executives and digital marketers? Article shares to LinkedIn have surged 600% in the past year and a half, according to ShareThis, but that pales in comparison to Facebook, Digiday reports.
And, more to the point, LinkedIn’s platform has changed drastically in recent months.

But this isn’t the most paradigm-shifting news for publishers. Imagine a world in which Conde Nast is considered behind the times with its digital publishing strategy. Well, that’s where we find ourselves, according to Digiday. Let’s start there this week!

My Top 12 Articles of 2012

I want to usher in 2013 by sharing some of my top articles from this past year. Each of these articles received a favorable amount of social interaction, so in case you missed them, here are my top 12 articles of 2012.

Week in Review: December 10th, 2012 – December 14th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

Digital Content Marketing Trends for 2013

Digital content marketing drives surge in digital product sales for publishers

While many organizations have discovered the power of digital content marketing to sell products and services, perhaps no organizations are being impacted like the publishers of books, magazines, newsletters and videos.

Digital media & the future: Meet digital publishing superstars

A rare opportunity to learn from the best in digital publishing

Many publishers of digital media will spend their entire careers and never meet the stars of their industry, let alone learn their secrets. This is your chance to avoid that fate. Mequoda’s Audience Development Summit 2012 delivers two of these stars, and if you’re there, you’ll learn digital publishing solutions to all your problems.

Week in Review: August 13th, 2012 – August 17th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

The Relevancy of Google

From audience development with search engine optimization, to email marketing and social media, Google displays relevancy

Getting found online is important. Fortunately, search engines have made the process much easier. And according to the Pew Research Center, more people are satisfied with search engines than ever before.

Out of all the options, 83% of respondents cited Google as their preferred search engine.

A Needs Analysis for Digital Transformation

Looking to the future and acting upon it now

Thus far, content publishers have been actively discovering the best practices for digital content marketing. They’ve been analyzing their publishing assets and experimenting with how their legacy content could be used to build audiences online.

Much of this process is still the same, but there is another variable thrown into the equation now. Publishers have the chance to create more digital content that will actually sell – if isn’t just about the freemium model of content marketing anymore.

Digital Magazine Publishing for Everyone

Independent publishers have been struggling for more than a decade to monetize blogs, portals, and communities; digital books and magazines are changing their Internet business models from sponsor to user driven.

At our recent Digital Content Marketing Bootcamp in New York City, Kim and I were happily surprised at the number of entrepreneurs in attendance. More than half the class was startups in prelaunch mode. Traditionally, 80 percent of our attendees hail from legacy publishers who are making the conversion to digital. While the sample is small, I believe it is indicative of a larger trend.

Digital Magazine and Book Publishing Roundtables Held at Summit

In less than three months, the Mequoda Summit West 2012 will take place in Lakewood, CO.

This spring’s two-day Summit incorporates Master Classes taught by the Mequoda Team, three keynote presentations and roundtable events.

Since this Summit is only open to Mequoda Alumni who are familiar with running digital content marketing systems, you have the chance to learn from other digital publishers with direct, first-hand knowledge and experiences.

Email Traffic Building Discussed at Mequoda Summit

One of the most memorable Mequoda Summit sessions I recall attending was in Napa Valley.

The session was 41 Ways to Build Email Circulation, and I, like many of the other attendees, created a detailed checklist while watching Don and Kim present the information.

One interesting note to make is that many of the 41 ways are still relevant, although new strategies may be more effective for them. And some of these methods may be more valuable than others are to certain organizations. The key is to take any checklist of circulation builders and hold them against the content and products you provide.

Revenue Generation for Digital Publishers Covered at Summit

The Mequoda Summit West 2012 will be a popular destination for online publishers this coming April.

Those in attendance will be Mequoda alumni who have attended past events and are running a digital content marketing system. Their goals of creating content, community and commerce through digital content marketing have set them apart from many other digital publishers around the web.

Our three keynote presentations will be focusing on aspects crucial to generating revenue for digital magazine publishers. These keynotes include:

Week in Review: January 16th, 2012 – January 20th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

Learn About Customer Experience Management Components at Bootcamp

The digital landscape presents an interesting predicament for online business owners. Not only do employees have to be trained in new techniques for maximizing website traffic, the process for interacting with customers needs to be addressed.

This doesn’t only involve how employees should respond to social media messages from customers, it also refers to backend systems that CEOs and managers need to consider as valuable components to their online business.

Transitioning to Digital Magazines

Legacy magazine publishers have the opportunity to develop a multi-platform strategy in 2012, which can lead to success.

Publishers with a background in print and a bulk of content are prime candidates for the world of digital, where they can create digital magazine replicas and digital magazine replica plus editions while using the Internet to recycle content and build a larger audience.

Week in Review: January 9th, 2012 – January 13th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

Subscriptions of Value to Digital Natives

In a time when publishers have a lot of opportunity to build their subscriber file, it’s worth knowing what their audience deems valuable.

If Digital Natives are in your target audience, our Digital Native Survey shares a lot of information on the media consumption habits of Digital Natives.

The Top of the Pyramid for Multi-platform Publishers

What is the top of your audience pyramid?

At the bottom you obviously have your website, and the casual one-time visitors that land on it.

Above them you have subscribing members; those people who have found alignment with the topics you cover and the interests in their lives.

Week in Review: January 3rd, 2012 – January 6th, 2012

Catch up on the Mequoda Daily’s blog posts for this past week

Digital Publishers to Meet in New York

The Digital Content Marketing Bootcamp is set to kick off 2012 with a step-by-step checklist for online publishers launching, relaunching or prioritizing their online business.

This 49 step tried and true marketing and distribution plan helps online publishers stay focused in a constantly evolving digital landscape.

The Initial Actions for Sending Email are the Most Important

Successful email strategies have multiple components where all work together to create a cohesive program that helps build a list and develop relationships with users.

Although all parts are important, there are two vital actions that need to be taken if you want to prove yourself as a professional email marketer.

Week in Review: December 27th, 2011 – December 30th, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

A Multi-Platform Media Strategy

How productive are your products from a multi-platform strategy?

I am not just referring to how each sells individually…I’m talking about their overall productivity.

For instance, think about one of your physical content products. If it’s a magazine, you’re likely selling advertising space. If you’re selling DVDs, they are probably going direct to consumer. Is the packaging of these products informing users about your digital content? Are there areas throughout your magazines that ask users to follow you on Twitter, “Like” you on Facebook or visit your website for daily deals?

The Internal Ways to Build Email Circulation

As the Internet grows, more strategies for building email circulation develop.

These strategies are either internal or external, meaning they are executed on your site or away from it. All of the external strategies use your site as a focal point, as they send traffic directly back to it.

Internal strategies for building email circulation should be present on all of your web pages in any of the following forms:

Week in Review: December 19th, 2011 – December 23rd, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

Project Budgets for Digital Content in 2012

If your organization is like Interweave, busily determining how much of your audience is using tablet devices, what will you do with that knowledge in 2012?

If you expect to turn your best content into digital products, you will need to plan accordingly. This of course means taking into account the products that will be created, the platforms they will be available on, the time in which it’ll take to create and test, and the cost to your organization.

Three Tips for Email Sponsorships

Sponsorships help secure revenue for online publishers

Many publishers believe that digital content needs to be free. Acting on this belief helps publishers experience bigger audiences and higher amounts of website traffic. To generate revenue from this process, online publishers offer advertisements and sponsorships on their website, through social media and through email.

The email aspect of sponsorships may be the most important one offered by publishers because its direct utilization of a popular communication tool can lead to sales immediately for the sponsor. And if nothing else, acknowledgement of the brand is very recognizable.

Digital Content Marketing Bootcamp Announced for 2012

A one-day intensive program designed specifically for publishers teaches how to successfully start and run an online business

Mequoda Group released details that its Digital Content Marketing Bootcamp will take place on January 24th, 2012 at New York City’s McGraw-Hill Conference Center.

The Digital Content Marketing Bootcamp, limited to 25 attendees, offers online publishers the opportunity to learn how to start and run a digital content marketing system through a detailed, step-by-step process featuring proven digital strategies for driving website traffic.

Loading Your Digital Content Marketing System

Your content marketing system requires different types of content at launch than post launch

Prior to launch, all of the following types of content should be loaded so your system can hit the market as a comprehensive, informative online business that is optimized for search engines and is social media friendly.

Week in Review: December 12th, 2011 – December 16th, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

Validating the Experiences of Online Publishers

Industries that change rapidly, or grow suddenly, are often areas of great consideration. Business owners want to take advantage of the industry’s positive opportunities while they have the best chance to do so.

However, in the case of digital publishing, the evolutionary uncertainty coupled with such a new industry puts even more questions in the minds of publishers and online business owners; what are the best strategies to follow? Which publishers can I look towards for guidance? Is there adequate data to base business assumptions on?

The Blog-Email Connection

Establishing a blog-centric URL structure creates a home for your content and establishes your content marketing system in a manner that is subscriber-centric as you’re actively asking visitors to subscribe to your email updates, social networks and RSS feed.

From the beginning, blogs have been platforms for social interaction and content sharing. These same principles exist today, and help further develop your brands reach into the lives of your subscribers.

Establishing a Magazine-Centric URL Structure

Legacy publishers have the opportunity to expand their brand by developing a magazine-centric URL structure.

In doing so, your magazine content can remain the center of your online activity, while your brand grows through the additional of digital channels.

Week in Review: December 5th, 2011 – December 9th, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

Digital Publishing Success Relies on Your Staff

Legacy publishers are required to train staff members as they shift from traditional print to digital publishing. Although some of their skills transfer, there were ones for Internet-based audience development efforts.

Now that digital publishing is shifting onto mobile devices, particularly tablet devices, it’s important to understand how these changes relate to your content and how your staff can remain up-to-date with the latest strategies for digital publishing.

Digital Content Marketing Bootcamp

What comes to mind when you hear the terms: email marketing, search engine optimization, social media optimization and link building?

‘Primary traffic drivers’ should come to the minds of digital content marketing pros. By utilizing strategies for email marketing, SEO, SMO and link building, you can begin generating more website traffic and growing your online audience.

Monitoring and Optimizing Your System

What’s a subscriber worth to your organization?

This question takes into account the total amount of revenue you generate and the total number of subscribers in your email file.

Although not all subscribers are equal in the way they engage with your content and brand, it’s important to take into account the totals. In many instances, a small percentage of users will account for the majority of revenue you generate. These are the people who read your daily email newsletters, subscribe to your digital products and attend your live events. They love the information you provide and consider it to be vital their professional success or their personal happiness, depending on the type of content you provide.

Week in Review: November 28th, 2011 – December 2nd, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

35.6% of All Internet Users on Tablets by 2014

The mobile device trend is gaining speed, for tablets and smartphones alike

What do mobile devices mean for your content? For some online publishers, it’s the chance to produce premium digital content that can be consumed through many platforms, to cater towards any method the consumer prefers. For others, it means more opportunities to reach users on the go – through mobile subscription sites and apps.

If you haven’t adopted mobile strategies yet, it’s time to consider the future of digital magazine publishing.

Helping Your Audience Connect Visually With Your Content

Utilizing an image service can enhance your written content – do you know your options?

It certainly does not hurt to incorporate images into your blog posts. Visual accompaniments help keep audience members on your website longer, as they take some time to look at the imagery your provide.

Some online companies have all their own images to share, but when you cannot properly visualize your concepts with the images you have, you can turn to an image service.

SIPA Member Profile: Nicholas Follows Lighthouse to Smooth Sailing

Don Nicholas, CEO, Mequoda Group, Hopkinton, Mass.

What was your first job out of college and how did you get into this business?

I was 27 when I graduated from college. As my sons, Scott and Ryan, like to say, I was on the 10-year plan. I had gone back to school full-time two years earlier, after spending four years in the Navy and about four years in publishing and marketing. Once I did graduate, I did what all my friends were doing in 1983 and started a software company. Lighthouse Software created and supported a financial forecasting system for magazine and newsletter publishers. Within five years, ours was the number one product in the industry. With more than 800 clients, I made a lot of relationships that have lasted my entire career.

“System” — The Word that Online Publishing Forgot

What we mean by a Mequoda System and why you should care

Here at Mequoda Group, we often are asked what we mean by a Mequoda System, especially now that our business has grown to include building out full-blown digital content marketing system websites for other publishers.

Despite the misconceptions of some of our professional colleagues, the word “system,” as used on our website, is not a combination of computer hardware, software, and peripheral devices.

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