turning content into profit
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Turning Content Into ProfitTRANSCRIPT
Minnick Web Services◦ minnickweb.com
◦ 916-551-1453
“Helping publishers be their best online.”◦ We work with publishers to help them make more
money from online content.
Survey of online publishing / advertising vehicles and technologies
What is Archived Editorial Content?◦ The digital magazine model
Solutions◦ How to use your AEC
Examples / Questions
(Web Stats)
Help you turn Content into Profit◦ Not just “make people look at ads”
Live online events / Webinars◦ time limit / constraint
◦ bandwidth limit / constraint
◦ expensive
◦ do they really need to be live?
Message boards◦ waste of your time
◦ very few get any attention beyond spammers
Blogs◦ too much work
Wikis◦ who writes the content?
◦ who provides the structure?
Quality content
Asynchronous content
Recorded video
MP3s / Podcasts
eBooks
Microsites
Your audience (Lists)
Your reputation
Your Archived Editorial Content (AEC)
“Old” articles on your digital archives◦ Not linked from the homepage
◦ Not actively being promoted
Past issues are untouchable.
Treats Web site content like old hard copies or microfilm◦ “We don’t update information in past reviews.”
May generate traffic from search engines
A few popular articles might get significant traffic.
Might get linked to.
Used in place of reprints.
If nobody’s visiting your older articles, they’re not making money.
Tools◦ Log file analysis◦ Ad server log analysis◦ Popularity Alexa
Google Pagerank
Formulas◦ Value of Web page (Ad Impressions * CPM )/ 1000
◦ Engagement Factor (EF) (Visits / Visitors) * Avg. Visit Length
Better ways to use your AEC
Find new ways to drive traffic to AEC
Find new uses for AEC
Think about AEC differently!◦ Doesn’t have to remain static
The Web has made reprints obsolete.
Only as valuable as the price tag.
No reporting
No lead gen capabilities
expensive to produce
very little reporting capability
rarely makes a profit
New sponsorship and content partnerships
Drive new Web traffic
Extend and promote brand
Boost profitability
Generate leads
Extend and promote brand◦ Flashy “new and different” vehicles
“New” content
Less editing
Content is organized how they need it◦ Searchers look for specific things.
◦ They don’t care what month it was printed.
◦ They want content from a source they can trust.
◦ They want in-depth content.
1. Find your reusable content Hot topics Well-known authors Controversial subjects
2. Group content by topic by author by time etc
3. Get a sponsor
4. Make it easy Familiar interface
No plug-ins
Printable
Use multimedia
5. Market it
Editors are under pressure to create new products with no budget
You have content you’re under-utilizing
Asynchronous technologies can be used to revitalize this content
Advertisers and readers love compilations
Using your AEC maximizes ROI
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