Posts Tagged ‘intelligent content’
Why content is marketing
Sunday, October 25th, 2009Newspapers are frantically experimenting with paywalls for online news content, trying to plug the digital dam when the combined force of Google, Twitter and the BBC is bearing down on the far side. I’ve previously argued that news has always been a loss leader: broadcasters have cross-subsidised news and documentaries with drama and light entertainment; newspapers have cross-subsidised with lifetyle copy and related advertising. These media behemoths need to pick up some lessons from b2b publications, and also from the marketing departments of non-media products and services who are increasingly embracing social media. Here’s some steps to making the switch to thinking of your content as your marketing… (more…)
Tags: content, free content, intelligent content, marketing, paid-for content, Specialist Media Network
Posted in b2b, 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