Posts Tagged ‘consumers’
What makes a compelling consumer online membership package?
Sunday, July 4th, 2010Many media businesses who publish content online for free are investigating subscription or membership packages as a way to drive revenue from their online content. It’s a bit easier for b2b publishers who can build research reports or databases or workflow tools, and are also dealing with businesses with a defined budget for information, research or lead generation. So is anyone succeeding in consumer markets? I’ve found a few examples, and identified five key elements that appear to be adding value to membership packages. What unites them is that online content alone is not enough. And discounts on products and services are expected to be offered as part of the deal. So here’s some ideas for how to add real value to the package: (more…)
Tags: archive, consumers, content, customised content, databases, members forums, mobile alerts, online subscriptions, paid-for content
Posted in business strategy, consumer, content, marketing
How to build an online paid content strategy
Friday, October 9th, 2009At the AOP summit earlier this week, online publishers were debating paid content strategies, with a particular focus on news organisations. There are a growing number of examples of publishers building successful subscription bases: the FT, Wall St Journal, Which, Racing post (see my earlier blog on niche paid content) and many b2b publishers. All now accept that general, nice to have news is not chargeable, but what is? Here’s my road map for online publishers: (more…)
Tags: consumers, ft.com, intelligent content, operational implementation, paid-for content, price tiers, subscriptions, Times club
Posted in b2b, business strategy, consumer, content
Making the multi-platform editorial team a reality
Monday, February 23rd, 2009Creating an editorial team that works across print, video and web is now not just a long term aspiration, it’s a requirement for survival. See my recent blog on the Guardian’s web strategy for their take on integrated edit teams. Many media companies are still being held back by not knowing how to make this change, and how to avoid the pitfalls. I’ve provided some basic hints and tips in this earlier blog.
Simon Penson , a former editor at Emap, has lived this challenge for the last four years. Below he outlines some of his key learnings: (more…)
Tags: consumers, content, editorial team, people and culture
Posted in content, implementation, people and culture
Five digital resolutions for publishers
Friday, January 16th, 2009Many publishers will be looking over the precipice of 2009 with a certain amount of dread, given the dire projections for advertising - both on and offline. Here are 5 digital resolutions that should give you a softer landing: (more…)
Tags: advertising, consumers, digital, publishing, subscriptions, top tips
Posted in advertising, consumer, content, marketing
How a blog can grow your business
Monday, May 4th, 2009The common view of bloggers is as maverick commentators, lone individuals on a mission to explain their views to the world. But the same software that independent writers can use to broadcast their thoughts online is also highly useful to businesses on a limited budget who want to quickly grow their traffic, establish a reputation and reach new customers. This article explains some of the key benefits of blogging for your business. (more…)
Tags: blogging, comments, consumers, content, customer relationships, marketing, networking, reputation, RSS
Posted in SME digital marketing, b2b, consumer, content, marketing
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