Archive for the ‘marketing’ Category
Tips on building a b2b presence on twitter
Sunday, January 29th, 2012Many business to business publishers and other organisations targeting senior executives are a little wary of twitter and not sure how to use it to grow their reputation, web traffic and ultimately lead generation and revenue. Somehow twitter often looks just a little bit trivial for a business audience. But there are real benefits in using it, even in less techy markets, as a research tool, news feed, customer service channel and additional publishing platform. Here’s some simple principles, gathered from b2b businesses I know, including one publisher which has grown its following three-fold in the last year. (more…)
Posted in SME digital marketing, b2b, content, marketing
Twelve tips for 2012 for specialist publishers
Sunday, January 15th, 2012The speed of technology change in media is accelerating, and consumers are adapting their behaviour and expectations. Whilst apparently daunting for the niche, independent consumer or b2b publisher, the reality is that there are now more opportunities than ever before to publish content on many channels worldwide and make money.
And the development of low-cost services, revenue share agreements and cloud based software are making new channels accessible to smaller media owners. Plus the good news is that niche audiences are far more loyal, want to connect with each other, and are willing to spend on their personal or professional interests.
This creates a fabulous opportunity for nimble, innovative media businesses to experiment and reach new audiences, long before the media leviathans have got round to calling a board meeting.
I’ve been lucky enough to meet some very inspiring specialist publishers this year, as clients, members of the Specialist Media Network I run on LinkedIn, or speakers at the Specialist Media Conference. I recently published a version of this article on the Specialist Media Show site: my twelve tips for budding Media Pioneers in 2012. (more…)
Tags: content management systems, ecommerce, specialist communities, tablet magazines
Posted in b2b, business strategy, consumer, content, marketing
Revolutionary ideas for digital publishing strategy
Sunday, November 27th, 2011Traditional (ie print) consumer and b2b publishers have embraced online publishing, but are now having to get to grips with mobile devices and managing readers and subscribers over multiple digital channels. This week I attended an event hosted by eZpublish and spoke at the PPA Content Managers Forum on mobile publishing. The two discussions raised some radical ideas for publishers aiming to integrate their various media channels: (more…)
Tags: Circdata, digital publishing, eZpublish, online subscriptions, personalised content, PPA, retail, Specialist Media Network
Posted in b2b, business strategy, consumer, content, marketing
20 questions to ask your magazine app supplier
Wednesday, October 12th, 2011Magazine publishers are keen to experiment with tablet editions, but are confused by the wide range of systems and contracts offered by the main suppliers. It’s an important decision, especially if you opt for a revenue share model and are tied in for several years. As well as the obvious questions on upfront costs and revenue splits, here’s a checklist of questions to ask your supplier, covering publishing options, pricing and promotion, data, commercial options and finances. (more…)
Tags: digital publishing, magazine apps, specialist publishers, tablet magazines
Posted in b2b, consumer, content, marketing
Ten reasons for niche publishers to experiment on iPad
Sunday, September 25th, 2011Independent publishers in specialist markets could be forgiven for thinking that there is no way they can access tablet publishing, but there are increasing numbers of suppliers offering low-cost routes for niche publishers to test this channel. Larger companies may sneer at replica apps, but if you suspect there is an international audience for your content, they are a simple way to test the market. Here’s ten good reasons you should consider testing iPad publishing: (more…)
Tags: Apple newsstand, digital publishing, ipad, ipad subscriptions, magazine apps, specialist publishers
Posted in b2b, business strategy, consumer, content, marketing
5 reasons specialist publishers should experiment with Kindle
Monday, September 19th, 2011Niche publishers are understandably focussed on iPad and tablet opportunities, but it’s worth taking time to explore the Amazon Kindle platform as it provides some interesting and potentially lucrative digital publishing options, all at a much lower development and production cost than apps. Here’s five reasons you should experiment with Kindle. (more…)
Tags: Amazon, digital subscriptions, Kindle, Kindle for periodicals, Kindle singles, Singletrack, specialist publishers, Spectator
Posted in business strategy, content, marketing
7 reasons Linked-in works so well in b2b marketing
Sunday, September 11th, 2011If your business is based on reaching and persuading senior decision-makers, then Linked-in should be a core part of your business development. There’s a real value in developing an extensive contact base and maintaining a professional profile on Linked-in. It provides an essential complement to the traditional techniques of live events, networking, email marketing and telemarketing. I’ve found it invaluable for getting insight into key topics, and creating opportunities to meet prospective clients and business partners. Here’s 7 reasons you should build it in to your b2b marketing: (more…)
Tags: b2b marketing, Linked in, networking, recommendations
Posted in SME digital marketing, marketing, news