internet marketing intensive · internet marketing intensive discover how america’s top...

INTERNET MARKETING INTENSIVEDiscover how America’s top publishers are successfully making the transition to digital. Learn how to:

Create, curate, and publish high-quality digital content Develop blockbuster subscription marketing campaigns Conduct online marketing audits Master multi-platform internet marketing Deploy an efficient multi-platform distribution strategy Implement a data-driven metrics dashboard

Stay ahead of the curve. Register today at www.MequodaIntensive.com

January 28–30, 2013 McGraw Hill Conference Center New York, New York

GET FOUND. GET SHARED. GET PAID. BEST PRACTICES IN AUDIENCE & CONTENT DEVELOPMENT, DISTRIBUTION, PROMOTION AND MEASUREMENT

Presented by:

Dear Media Executive:

As digital devices become ever smaller, cheaper and more popular, publishers are challenged to deliver quality content digitally – all the time, everywhere, on virtually every device – and to effectively market all of these platforms. Failure to adapt to this new electronic world has already proven to have profound consequences, as audiences are quick to switch to those who can deliver digitally-optimized content.

At the Internet Marketing Intensive, you’ll be immersed in the fundamentals: the secrets of transforming your legacy magazine brand into a digital publishing empire that spans all platforms, and to make your brand known throughout the digital consumer world. Over the course of three days, you’ll learn about innovations that offer incredible competitive advantage—enabling you to improve the deployment speed and quality of your content across multiple devices. Even if you’re a digital rookie, you don’t have to start from Square 1: This seminar leaves you fully prepared to revolutionize your company’s publishing strategy.

Derived from Mequoda’s vast experience, this year’s Intensive has been expanded and updated with the latest trends and data, based on extensive research among our wide range of contacts within the industry. The Intensive is designed to overcome the complex challenges inherent to developing an integrated publishing and marketing strategy. Engaged with an accomplished group of industry peers from around the country, you’ll gain a better understanding of the strategies and synergies that are driving the industry and what it takes to achieve a sustainable digital future.

Put simply, the digital revolution has created incredible opportunities for media companies that can evolve their strategies to create value and capture market share. If you’re an editor, entrepreneur, publisher, writer, blogger, content officer, marketing director, or author, I encourage you to register for this powerful event. By attending, you’ll gain breakthrough ideas, integrated strategies, and performance-improving techniques that can position your organization for greater success, both today and in the future.

I hope to see you in New York this January.

Sincerely,

Don NicholasChief Executive OfficerMequoda Group

ADVISORY BOARD ORGANIZATIONSActive Interest MediaAmerican Quarter Horse AssociationAspire MediaBiblical Archaeology SocietyBusiness & Legal ResourcesCapitol Information GroupCeramic Publications Co.DestinAsian Media GroupFarm Progress CompaniesHarvard UniversityHaymarket Media GroupHoffman MediaThe Motley FoolMeredith CorporationMPL CommunicationsNatural Health Advisory InstitutePrime PublishingProvidence PublicationsRodale Inc.Psychotherapy NetworkerThe Successful Investor Vibrant NationVida y Salud

Mequoda Group • 40 Warren Street • Charlestown, MA 02129 • Tel: (866) 713-1005 • Fax: (774) 759-3002

Day One • Monday, January 28

8:30 AM Welcome & Introduction9:00 AM Seven Secrets of Successful Internet Marketing10:30 AM Break11:00 AM Using Content to Sell Content12:30 PM Lunch1:30 PM 29 Ways to Increase Organic Website Traffic3:00 PM Break3:30 PM Keyword Research Step-by-Step5:00 PM Day One Concludes5:30 PM Networking Reception

Day Two • Tuesday, January 29

8:30 AM Roundtable Q&A9:00 AM Marketing Website Design: Maximizing Traffic, Revenue and Profit10:30 AM Break11:00 AM Selling Digital Subscriptions; How to Plan, Execute and Analyze a Subscription Marketing Campaign12:30 PM Lunch1:30 PM Breakthrough Email Copywriting3:00 PM Break3:30 PM Creating Insanely Great Online Content 5:00 PM Day Two Concludes

Day Three • Wednesday, January 30

8:30 AM Roundtable Q&A9:00 AM Understanding Google Analytics and Key Metrics10:30 AM Break11:00 AM Business Plan Development: Making the Case for your Digital Marketing System12:00 PM How to Conduct a Digital Publishing Audit1:00 PM Intensive Concludes

“I’VE ATTENDED SEVERAL MEQUODA EVENTS, AND EACH ONE IS VERY RELEVANT TO MY BUSINESS MODEL AND INTERACTIVE ENVIRONMENT. FRANKLY, I THINK MEQUODA OFFERS THE MOST POWERFUL CONTENT

AND CURRENT LEARNING OF ANY EVENT I COULD EVER ATTEND.”

Gary Ellis, CEO, Compass Marketing

AGENDA

2 Register today at www.MequodaIntensive.com

9:00 AM •Seven Secrets of Successful Internet Marketing In today’s competitive environment, success is contingent on understanding and managing several key tenets. As readers’ consumption habits rapidly shift from print to digital formats, nimbly managing this transition is critical to maintaining and growing market share. This focused session provides a framework for understanding what’s happening in the world of digital marketing and developing an integrated marketing strategy.

Together, we’ll discuss the seven secrets to achieving success: understand your audience, know your competition, leverage your keywords, publish affinity content, build effective websites, distribute across many platforms, and quantify your business.

11:00 AM • Using Content to Sell Content Do you want your business to make millions online? Then start by giving content away. That’s right: Blog posts, email newsletters, and social media are the key to selling your magazines, books, videos and events. This affinity content drives traffic and builds your audience. At its core, publishing affinity content is about creating a platform for getting found. All link-building efforts are focused on your blog or portal—which serves as the funnel to get visitors to see, and hopefully buy, your premium products.

But how do you ensure that your content is on-topic, on-

trend, and effectively build and monetizes an audience?

Where do you find relevant ideas? What’s the most cost-and time-effective way to generate affinity content that is as valuable as your premium content?

In this session, you’ll learn how to develop an affinity content program that’s tightly aligned to your premium content production, and use affinity content to fuel your traffic- and audience-building efforts and sell products in multitudes.

1:30 PM • 29 Ways to Increase Organic Website Traffic Driving website traffic remains fundamental to every publisher’s success. Learn dozens of ways to drive traffic and leverage your website’s architecture to capture and build relationships, using the fundamentals of strategy, copywriting, website architecture and analytics.

In addition, now that social media has redefined the way people read and distribute online content, this session will also examine best practice examples of publishers who effectively use Google, Twitter, Facebook, LinkedIn, YouTube, and other niche sources to drive traffic, build relationships, and influence sales. You’ll get proven strategies for building your email subscriber file and cultivating a social media presence.

3:30 PM • Keyword Research Step by Step

Effective keyword research represents the core of all organic marketing activities. It’s the fundamental skill every digital marketer and publisher must master in order to truly understand and capitalize on the search behaviors of their audience.

Learn the tips and tricks of the Google Keyword Tool, and how it’s used to gauge your audience’s information needs and map your website’s navigational taxonomy. Discover how to truly serve and build your audience, become a leader in your niche and generate more conversions through effective keyword research.

BONUS • Hands-On WorkshopPut your marketing research hats on! You’ll end the day on Tuesday working in small groups to identify the keyword phrases we should be using in our fun, fictitious case study. You’ll walk away with familiarity in using the Google Keyword Tool to build your keyword universe and website taxonomy.

NETWORKING COCKTAIL RECEPTION

Enjoy cocktails and conversation as you connect with your instructors and professional peers in an informal, friendly setting. It’s a great opportunity to network, so be sure to bring your business cards!

DAY ONE

Register today at www.MequodaIntensive.com 3

9:00 AM • Marketing Website Design: Strategies for Maximizing Traffic, Revenue and Profit To grow and profit online, a multiplatform publisher must have a website that drives traffic, builds relationships, and sells subscription and information products. Achieving these goals is contingent on having a robust portal, an ecommerce store, and a subscription website. In this session, you’ll learn how to develop an efficient website strategy—one that enables you to build a better website in less time, and for less money.

Using a proven framework as the backbone for your website’s architecture and functionality, you’ll take away tips for improving website usability and reducing time to market, and be ready to build your complete online world.

11:00 AM • Selling Digital Subscriptions: How to Plan, Execute and Analyze a Subscription Marketing Campaign Got a portal? Fabulous. Now what? Getting your brand online is just the first step. Next, you have to get people to actually subscribe - and optimize your subscription website pages so that every single one helps drive your marketing engine.

We’ll take an inventory of all the conversion points and media sources that are available to promote your digital subscriptions and subscription website. You’ll study Mequoda’s comprehensive, step-by-step process for creating website conversion architecture – functional with whatever software platform you use – sales letters landing pages, banner and text ads, email promotions and other media that deliver a blockbuster digital subscription marketing campaign.

You’ll also learn which website pages to expose to search engines, discover product subscription apps that complement your website – including those red-hot tablet apps to supercharge digital subscriptions – and find out how to expand your marketing opportunities by partnering with powerhouses like Apple, Amazon and others. You’ll even get a privileged look inside The Economist’s brilliant platform agnostic strategy that delights users and propels their conversion into the digital future.

1:30 PM • Breakthrough Email Copywriting

All the analytics in the world, the most scrupulous financial planning, the knockout website, won’t sell your products unless you’re promoting them and driving traffic to your site. And that means words. Effective email marketing is often the forgotten element in a solid marketing system. How does great copywriting happen? What are the key elements of a great sales letter? How much copy is enough?

In this session, we’ll take you step by step through the creation of a killer sales letter – which will also serve as the product’s landing page, so it will be optimized for search – using the Mequoda preferred technique of emotional copywriting. You’ll also see examples of the crème de la crème among other copywriters and learn what makes their work rock potential buyers and subscribers.

3:30 PM • Creating Insanely Great Online Content Do you ever wonder why some blog posts do well in search, while others falter and fade? What about your Tweets and Facebook posts? Why are some so readily re-tweeted and liked, while others disappear without a trace?

There’s an art and a science to writing effective online content, and there’s a discipline required to write blog posts optimized for search engines and social networks. Using a long-form article as the core information unit, we’ll walk through a step-by-step process for repurposing and transforming long-form articles into short-form blog and social media posts.

BONUS • Hands-On Workshop Put your online copywriting hats on! You’ll end the day working in small groups to outline an SEO Blogging Campaign. Using the keyword research from Tuesday, you’ll write an optimized headline, lead paragraph, Twitter post and Facebook post promoting your online content.

“IF YOU’RE SERIOUS ABOUT ACHIEVING SUCCESS IN ONLINE PUBLISHING, THEN YOU MUST ATTEND THIS EVENT. IT’S THE PERFECT BLEND OF THEORY AND APPLICATION THAT WILL DELIVER RESULTS IMMEDIATELY. WITHOUT

A DOUBT, IT’S ONE OF THE BEST INVESTMENTS YOU CAN MAKE.”

Kevin Woo, Marketing Manager, Sound Mind Investing

DAY TWO


“GREAT INFORMATION THAT WILL CHANGE THE WAY YOU THINK ABOUT MARKETING YOUR WEBSITE.”

Amanda Hurlburt, Online Marketing Assistant, Media & Advertising, BLR

9:00 AM • Understanding Google Analytics and KPIs: Which Metrics Really Matter?Knowing the definitions of common Google Analytics terms like visits, pageviews, and bounce rates is important, but it’s only half the battle. For websites, some metrics are more important than others, and understanding their context is key. Knowing which key metrics to follow can be confusing—in fact, many site owners focus on the wrong ones.

In this session, we’ll review key metrics, learn the deeper meaning behind them, and examine how to use them to your advantage. Learn to use key performance indicators (KPIs) to make better resource, staffing, and content performance decisions. Find out how to use Google Analytics as a way to monitor the performance of your web and email activity, ecommerce systems, and SEO and link-building efforts.

Finally, learn the 10 key metrics you should watch every day and understand how to build a key metrics dashboard that everyone in your organization can use and comprehend.

11:00 AM • Business Plan Development: Making the Case for your Digital Marketing SystemYou’re ready to move into the digital age, or expand your existing online presence. How do you map it out so everyone’s on board? Which data is most important in your business planning? And how do you pay for it all?

Discover a simple and easy way to forecast the future of your digital publishing business. Discussing the handful of key metrics that can be used as “proxy” metric assumptions, we’ll simplify the process of modeling your digital business.

As part of this session, we’ll share a time-tested Powerpoint-based business plan that has been used to successfully raise millions of dollars. You can use this business plan format to rally the troops, gain executive support, and when necessary, raise capital for your digital publishing business.

12:00 PM • Conducting a Digital Publishing Audit

This workshop provides a quantifiable methodology, or scorecard, for auditing your current market position. By analyzing scorecard data, you can identify high- and under- performing areas and accordingly, make better resource allocation decisions. Some publishers refer to this audit as the ultimate audience reporting tool, as it shows, at a very high level, the direct impact that marketing and resource decisions have on market share.

DAY THREE



Presented by Mequoda, the Digital Strategy Experts

In just two and a half days, you’ll learn what your instructors have been documenting and testing for more than a decade—proven processes for successfully monetizing your digital content. The result? You’ll return to your office with value-creating strategies that can be put into practice right now.

About Don Nicholas

Don Nicholas, CEO of Mequoda Group, specializes in new online business development, subscription marketing and organizational management. The author of hundreds of books, white papers, and articles on media management, Don also leads dozens of training programs for Mequoda Group, FIPP, MPA, SIPA, where he currently sits on the board, and other organizations. Over the past three decades, Don has guided the offline and online development and marketing of hundreds of well-known media brands, including Consumer Reports, The Motley Fool, Knitting Daily and HR Daily Advisor. He is one of the publishing industry’s most popular audience development experts, with more than 57,000 subscribers, fans, and followers, a recognized leader in digital marketing, and one of the industry’s most in-demand internet marketing consultants.

About Aimee Graeber As Mequoda’s Chief Technology Officer and Lead Architect, Aimee manages all system consulting, design, development, mainte-nance, training and support. She sets and oversees the implementation of Mequoda System Best Practices for all hosted systems including Bible History Daily, Natural Health Advisory, Program on Negotiation at Harvard Law School, TSI Network, Vida Y Salud and Mequoda Group. Aimee and her team also work with Mequoda Gold Member Clients to build their individual systems and then optimize the performance of those systems as our Best Practices improve and evolve. Aimee also works with clients who build and manage their own systems.

About Norann Oleson Norann is Mequoda’s Analytics Manager, and is responsible for preparing and updating the Audience Development Analytics Suite for Gold Member clients. In this capacity, she performs research, creates reports, and analyzes results. She helps online editors and audience development professionals drive more traffic through better content development and distribution. Norann holds a Google Analytics Individual Certification.

About Laura Pittman As COO and General Manager, Laura manages all aspects of Mequoda’s financial, legal and administrative systems. She also works directly with Gold Member Clients on modeling, budgeting, reporting and analysis, using her in-depth knowledge to help our clients forecast the impact of new business practices as they are contemplated and implemented. Over the years, Laura has guided dozens of publishers, including BlackBelt Magazine, Mother Earth News, Canadian Living, and Guideposts, gain a complete understanding of the key metrics that drive the success of their online business.

About Mary Van Doren Mary is Chief Creative Officer for Mequoda Group, leading the Creative Services team in developing premium copy and design for clients. She is also responsible for maintaining the quality and SEO of the Mequoda website, and develops and maintains all Me-quoda Group messaging. Mary also manages, produces and monitors all programming and messaging activities for Mequoda’s live and private events, webinars, Mequoda PRO and email newsletters. With 15 years as a journalist and 16 more in marketing, she is an experienced strategist and copywriter in B2C, B2B and B2I for all digital and offline formats.

BIG APPLE. BIG IDEAS.

Join fellow senior executives and entrepreneurs at the Digital Marketing Strategies, Jan. 28–30, 2013 at the McGraw Hill Conference Center in New York City. Conveniently located at the famed Rockefeller Center in the heart of midtown Manhattan, the McGraw Hill Conference Center features breathtaking skyline views, outstanding cuisine, and state-of-the-art meeting facilities. Learn more at http://www.conferencecenter.mcgraw-hill.com/

LEARN FROM THE BEST

The Ultimate Customer Experience Management SystemIn a multiplatform publishing world, maximizing automation through integrated content, systems, and business processes is critical to success. Effectively communicating with and satisfying users and customers requires a fully integrated, holistic approach. This diagram shows the interaction between major premium and affinity platforms—elements that make up the “ultimate customer experience management system.” By embracing this approach, publishers are better able to govern interactions between content, users, and systems and drive greater profits.

CUSTOMER EXPERIENCE MANAGEMENT SYSTEM

(CXMS)

PREMIUM EDITIONS

AFFINITY EDITIONS

PR

INT

iP

AD

KINDLE

WEB NOOK ZIN

IO G

ALA

XY

EM

AIL TWITTER BLOG

FACEBOOK

RSS


Program feesRegister before December 31, 2012, and save $500.

Early bird rates (through December 31, 2012)• $1997 per person (includes conference materials, meals, and snacks)• Register two or more people and pay just $1497 each

Regular rates (after December 31, 2012)• $2497 per person (includes conference materials, meals, and snacks)• Register two or more people and pay just $1997 each

Three easy ways to register• Register online at www.imintensive.com• Call (866) 713-1005 from 9 a.m.–5 p.m. ET, any business day• Complete and return the registration form on the next page

A SAMPLING OF COMPANIES THAT HAVE ATTENDED MEQUODA EVENTS

Active Interest MediaAdvantage Business MediaAmerica’s Test KitchenAspire MediaBelvoir Media GroupCrain CommunicationsF&W Media, Inc.

Farm Progress CompaniesHarvard Health PublishingMayo ClinicMeredith CorporationPennWell PublishingPenton MediaReaders Digest Association

Rodale Inc.Taunton PressTime Inc.The Kiplinger ReportUnited Press InternationalWashington TimesYankee Publishing

“JAM-PACKED WITH ACTIONABLE RESULTS-BASED INFORMATION THAT WILL ENABLE US TO ACQUIRE MORE CUSTOMERS AND MAKE MORE MONEY SELLING OUR PRODUCTS. THIS EVENT IS A TERRIFIC VALUE

FOR THE TIME AND MONEY SPENT.”

Bob Kaslik, VP Consumer Marketing, Interweave


REGISTRATION INFORMATION

Registration Form

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Cancellation and refund policy You may obtain a full refund if you cancel no later than ten working days prior to the Intensive. If you cancel within ten days of the program start date, we will be happy to apply your payment to a future program.

Have questions? Call (866) 713-1005 from 9 a.m.–5 p.m. ET, any business day or email [email protected]

Mequoda Group • 40 Warren Street • Charlestown, MA 02129 • Tel: (866) 713-1005 • Fax: (774) 759-3002

INTERNET MARKETING INTENSIVEGET FOUND. GET SHARED. GET PAID.BEST PRACTICES IN CONTENT DEVELOPMENT, DISTRIBUTION, PROMOTION AND MEASUREMENT

JANUARY 28-30, 2013MCGRAW HILL CONFERENCE CENTERNEW YORK, NEW YORK

Acquire industry’s best practices in content development, distribution, marketing and measurement

Learn how to deliver great content all the time, everywhere, on every device

Network and forge connections with a senior-level group of peers

Benchmark your efforts against those of other publishers

Get state-of-the-art techniques for improving SEO placement, conducting market audits, and growing your audience

Find out how leading publishers are leveraging content and resources to create efficient workflows

Bring your toughest challenges and have them addressed in an engaging, interactive forum

Go home with comprehensive course materials that you can reference long after the program is over

Reinvigorate your views, get fresh ideas, and return to your workplace inspired!

NYC. Need we say more?

Proud member of:

INTERNET MARKETING INTENSIVEIt’s the event of the year for niche and specialty publishers.

January 28-30, 2013McGraw Hill Conference CenterNew York, New Yorkwww.MequodaIntensive.com

TOP 10 REASONS TO ATTEND

internet marketing intensive · internet marketing intensive discover how america’s top...

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