Content Marketing: Internal Case Study

• Sales Approach• Platforms and Revenue• Example• Results• Pros and Cons

Content Promotion: Sales Approach• Created a special monthly Healthcare section to be created by info center

and sponsored by an advertiser or two to take advantage of all of the consumer questions around the category and Affordable Care Act

• Presented the idea to several advertisers with no one interested in being adjacent to “potentially controversial” subject matter, .

• We converted the section to be a single sponsor section with content topics provided by the client.

• Section sold as a monthly insert printed on newsprint stock. Client has control of subjects for articles and two or three ad positions within the four page section

• Free lance writer was hired to create the stories • Client solutions team designed section• GIADC fulfills the layout

Revenue and Allocation• Four-page insert

• 3 pages were paid ($9,000 total)• 1 page was free

• Freelance Writer• $1,000 per month (but they’re finding it’s not enough to cover costs)

• Central Iowa distribution• 147,456 copies

• Sunday Select Distribution• $3,000• 25,280 copies

• 12x contract• First Sunday of each month• Total Project Revenue: $156,000

Content Promotion Example

Section Readership Comparison

Source: Research & Analysis of Media (RAM) Tested Sunday January 7, 2013Des Moines Register panel of over 600 active panelists

• Your Local Health had a section recall of 49% just below Sports and Opinion.

Content is Growing in Readers & Engagement

Page Readership

Thoroughness

Overall I

mpression

Fresh Approach

Easy to Underst

and

Relevant

New Inform

ation

Want to Read M

ore

Entertaining

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

54% 54%

69%75%

80% 82%76% 78%

54%

RAM-Page Quality Results

2-Feb 6-Apr

Feb 2

Apr 6

Successes and Challenges

Challenges:

• Coordination of the various elements of execution on a monthly basis. • Fulfillment challenges include follow up with client/writer/GIADC several

times throughout the month

Successes:

• Campaign well received by client – provided testimonial video for Register Media http://registermedia.com/testimonial-iowa-clinic/

• Results were positive and met client expectations• Generated $XXX,XXX for 2014