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JUMP Magazine: Issue three
JUMP is Econsultancy's multichannel magazine in support of the multichannel event, JUMP, which takes place on 12 October 2011. In this third issue of JUMP Magazine we focus on a number of areas that will help you to join up your business, including optimising your mobile strategy, a guide to location-based marketing, using offline ads to drive online activity, and how to make the most out of your data.
Managing Director at F+W Media International
05 November 2009 15:31pm
As a publisher of non-fiction illustrated books that celebrates it's 50th year next year, we're sat on a mountain of content. We have published into many categories over these and continue to be active across craft, photography, art, gardening and more.
We have a number of initiatives to reuse and repurpose our content - new books, custom books created with commercial partners and new business models to leverage online.
Something we aren't yet exploiting, but I think might have opportunity, is to sell our content to commercial partners for online use. Taking craft as an example, we could easily make available projects, hints, tips, copy, imagery (we have the rights) that would make great blog, social media and on page content for a relevant commercial site.
Would appreciate any feedback if you thought there was value in this and, if so, what the best vehicle would be to get it out there - could someone market this for us?
CEO at Econsultancy
23 November 2009 10:27am
Hi James
I think the short answer is, yes, there is a market for this. You have content but it might be hard to monetise it by selling direct to consumers online. However, retailers, for example, have products to monetise audiences but they often lack content, or the skills to create and maintain it. Also, content is a good way for them to improve their search rankings as people are likely to link to strong content.
As to how to market... I guess you could approach some retailers direct to gauge interest. You might already know some of these retailers. However, you can find them and gauge size etc. using various research tools. For example read Traffic and Audience Measurement - what free tools do you use? for some free tool suggestions. Google AdPlanner is getting pretty useful now, and free.
Or you could try approaching companies who specialise in online copywriting and online content more broadly. Agencies like Sticky Content or contract publishers like John Brown or Redwood etc.