Why You Should Think of Your Content As Your Marketing
Newspapers are now
I've previously argued that news has always been a loss leader: broadcasters have
These media behemoths need to learn some lessons from b2b publications, and also from the marketing departments of non-media products and services who are increasingly embracing social media.
1. Determine what content is valuable in your market
Business publishers are
2. Understand that free content is a source of new customers
Meanwhile, outside the traditional media world, marketers are increasingly
3. Change your mind about “free” content
Media owners need to shift their mindset; instead of bemoaning the fact that they cannot charge for much of their online content, they need to see their ability to create a free offering as an opportunity to market their paid product to a wider audience.
4. Target the new entrants with different content
Think about new entrants to your market, rather than your traditional audience, and purposefully create relevant content to entice them in. Fall-line, a top-end magazine for ski enthusiasts, uses its web presence to appeal to beginners, who can be put off by the advanced appearance of the print product. Realise that you will have to create different content to your traditional media products - and this may mean a different team. It's as valuable a job as the paid content, as it is ensuring the future viability of the business.
5. Build a path from free to paid content
Having worked out (step #1) what is valuable to your core audience, make sure that you carefully promote your paid content to the new entrants your free content has enticed in. Test what works. You may even be able to sell them offline products such as events, training, or even a print publication…
For more articles on marketing, read through our Marketing Your Site section.
About Guest Writer Carolyn Morgan
Carolyn Morgan runs Penmaen Media, creating practical digital media and marketing strategies for businesses. You can find out more about Penmaen Media here.