Content Marketing Trends and New Ways to Generate Revenue. Tim Cross Product Marketing Manager

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1 Content Marketing Trends and Tim Cross Product Marketing Manager

2

3 1 Repurpose Articles into ebooks

4 Two Possibilities to Think About Compile articles previously published in journal issues and package as ebook a vertical slice Release new edition of previously published book as ebook

5 Value add o Full color o Internal and external links

6 Things to consider o Copyrights o Marketing o Author compensation or reward o To edit or not to edit o PDF or epub?

7 PDF or EPUB?

8 PDF Fixed page format Viewable on any platform Stable, predictable Difficult to read on hand-held devices Citations not linked

9 EPUB XML-based distribution format standard for ebooks Standard for all readers except Kindle (Mobipocket) Reflowable text Internal and external links EPUB 3 creates new possibilities for science publishers

10 Costs Conversion Apple/Amazon fees and percentage

11 Costs Conversion = $0.50 to $1.25 per page (industry average) Depends upon vendor Depends upon complexity Complex = tables, math, display equations

12 ROI One conversion one file infinite copies Repurposing existing content Sale price x copies sold Conversion Apple/Amazon = Revenue

13 2 Patron Driven Acquisition on the Article Level

14 Patron Driven Acquisition (PDA) Also called Demand Driven Acquisition Library patrons find and identify materials prior to library purchase Library only pays for what patrons actually use Library charged when use passes agreedupon threshold Usually transparent to patron

15 Patron Driven Acquisition (PDA) Primarily used for ebooks But what about journals? Or smaller units of content?

16 Patron Driven Acquisition (PDA) In the digital environment... Things are moving from the journal level to the article level The article is the unit readers want

17 Patron Driven Acquisition (PDA) Discovery is on the article level Usage is on the article level Citation is on the article level Why not sell content on the article level?

18 Further Thoughts Libraries are already doing this anyway (ILL, PPV) with us or without us Are publishers going to work with them in a way that encourages usage or make it difficult?

19 Further Thoughts PDA doesn t mean abandoning full subscriptions it s an alternative to full subs Could have a built-in tipping point for a subscription purchase

20 Costs Administrative costs Make content available Work out relationships with libraries Develop new business model Develop technical infrastructure to provide content

21 ROI: Usage Increase access to content beyond purchase of journal Could lead to library purchase of full journal subscription Retain some revenue as libraries cut back on journal subscriptions

22 3 DeepDyve Article Rental

23 DeepDyve Online article rental service Makes information more affordable and accessible for users unaffiliated with a large institution User can view-only an article for a specific period of time Cannot print or download

24 DeepDyve Subscriptions Bronze 3 articles 7 day viewing period Silver 10 articles 7 day viewing period Gold 25 articles Unlimited viewing

25 DeepDyve Thousands of journals Millions of articles itunes-type pricing Can subscribe or purchase Example

26 Costs/ROI Publisher licenses content to DeepDyve 50/50 revenue split Publishers pay admin costs out of their 50%

27 ROI: Usage Rental could lead to purchase New market users unaffiliated with institutions New market users who only need short term access to content

28 4 Free Trials and Access Tokens

29 Free Trials Free content offered for limited period of time Intended to generate interest in subscribing

30 Free Trials Direct to Library Give library a free subscription Typical period = 3 months Accessible to library patrons COUNTER compliant Publishers can pull report Make appeal to library based on usage

31 Free Trials Direct to Library Approach 1: Publisher asks library if they d like to opt in and participate in a free trial Approach 2: Publisher opens free subscription and markets to patrons

32 Free Trials Direct to Faculty Publisher goes directly to faculty members and offers free trial Faculty recommendations are one of the strongest influencers on libraries

33 Free Trials Direct to Potential Readers Offer free trials to annual meeting attendees Provide access tokens in brochures, , or other marketing material

34 Free Trials Example

35

36

37

38 Access Tokens Can also provide access to specific content Examples Featured article for a limited time 3 articles of user s choice

39 Access Tokens

40 Costs Administrative Link creation depends upon online provider Design and creation of marketing materials, tags, etc. if needed

41 ROI If the campaign is successful leads to subscription purchases

42 5 Commercial Reprints as Enhanced Digital Reprints

43 Enhanced Digital Reprints Digital magazine format Leverage traditional print media for optimized reading online NXTbook Media, Texterity, Bright Copy, Zinio, Blue Toad

44 Enhanced Digital Reprints Page flipping Multimedia Social sharing Commenting Bookmarking Mobile optimization

45 Enhanced Digital Reprints Dynamic advertising Flash video Hyperlinking Surveys

46 Digital Transition Solves problems moving from print to digital Print total control PDF little to no control

47 Enhanced Digital Reprints Control whether it can be printed Control how many times it can be printed Control whether it can shared

48 Enhanced Digital Reprints Control access Control usage Track usage Get statistics

49 Enhanced Digital Reprints Control views (options) Specified amount of views over a 12-month period Unlimited views over a specified amount of months (ex: 3 months) If society/institution/advertiser runs out of views they can purchase more

50 Enhanced Digital Reprints Example

51 Costs Passed on to the advertiser or commercial entity ordering the reprints Varies by provider Varies by page count, features, DRM, etc.

52 ROI Online More visibility More accessibility Enhanced features More attractive to advertisers opportunity to increase commercial reprints sales More spend per order

53 6 Target Individuals With Shorter Subscription Models

54 Traditional Subscription Model Benefit of membership Minimum of 1 year Focus is on the institution Continuity Budget projections

55 Shorter Subscription Models Online Only Limited (examples) 1-day subscription 5-day subscription 1-month subscription

56 Shorter Subscription Models Target students or researchers who need access to journal for a limited time Project Paper Class

57 Shorter Subscription Models Market to faculty Market to institutions Market to libraries

58 Shorter Subscription Models Things to consider Embargo periods Who purchases the subscription?

59 Costs Administrative

60 ROI If the campaign is successful leads to subscription purchases New revenue channel non-traditional subscribers

61 7 Record Articles and Sell Audio Files on itunes

62 Audio Files on itunes Example

63 Audio Files on itunes Example

64 Costs Production recording, editing Administrative Link creation if needed

65 ROI: Usage Another channel for article content Making content available to Non-traditional readers Users in motion driving, walking

66 ROI (If not free) Sale price x copies sold Production costs Apple percentage = Revenue

67 8 Mobile Optimization

68 Mobile Optimization Mobile optimization makes your website smartphone-friendly Organize and display content in a way that makes sense on a mobile device Repurpose the same content already on your website

69 Browser Optimized

70 Browser Optimized

71 Mobile Optimized

72 Mobile Optimized

73 Cost Significant investment Varies by provider Depending on your readers and the field might become the cost of doing business as expectations change

74 ROI: Usage Reaching more potential users Many phones aren t capable of pulling up full websites Non-optimized sites are difficult to use limits usage Many users in the developing world use smartphones instead of computers

75 Thank You!

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