content marketing trends and new ways to generate ?· repurpose articles into ebooks new ways to...

Download Content Marketing Trends and New Ways to Generate ?· Repurpose Articles into eBooks New Ways to Generate…

Post on 29-Jul-2018

212 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • Tim Cross Product Marketing Manager

    Content Marketing Trends and

    New Ways to Generate Revenue

  • New Ways to Generate Revenue

    New Ways to Generate Revenue

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

  • Repurpose Articles into eBooks

    New Ways to Generate Revenue

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    1

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Value add o Full color o Internal and external links

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Things to consider o Copyrights o Marketing o Author compensation or reward o To edit or not to edit o PDF or ePUB?

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • PDF or EPUB?

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • PDF

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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Costs

    Conversion Apple/Amazon fees and percentage

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Costs

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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • ROI

    One conversion one file infinite copies Repurposing existing content Sale price x copies sold Conversion Apple/Amazon _____________________

    = Revenue

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    2 Patron Driven Acquisition on the Article Level

    New Ways to Generate Revenue

  • 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 agreed-

    upon threshold Usually transparent to patron

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Patron Driven Acquisition (PDA)

    Primarily used for ebooks But what about journals? Or smaller units of content?

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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?

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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?

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Further Thoughts

    PDA doesnt mean abandoning full subscriptions its an alternative to full subs

    Could have a built-in tipping point for a subscription purchase

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Costs

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

    content

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    3 DeepDyve Article Rental

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • DeepDyve Subscriptions

    Bronze 3 articles 7 day viewing period

    Silver 10 articles 7 day viewing period

    Gold 25 articles Unlimited viewing

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • DeepDyve

    Thousands of journals Millions of articles iTunes-type pricing Can subscribe or purchase

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

    Example

    http://www.deepdyve.com/

  • Costs/ROI

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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • ROI: Usage

    Rental could lead to purchase New market users unaffiliated with

    institutions New market users who only need short

    term access to content

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    4 Free Trials and Access Tokens

    New Ways to Generate Revenue

  • Free Trials

    Free content offered for limited period of time

    Intended to generate interest in subscribing

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Free Trials

    Direct to Library

    Approach 1: Publisher asks library if theyd like to opt in and participate in a free trial

    Approach 2: Publisher opens free subscription and markets to patrons

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • 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

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Free Trials

    Direct to Potential Readers

    Offer free trials to annual meeting attendees Provide access tokens in brochures, email, or

    other marketing material

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Free Trials

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

    Example

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Access Tokens

    Can also provide access to specific content Examples

    Featured article for a limited time 3 articles of users choice

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Access Tokens

    CSE 2012 Annual Meeting 18 21 May 2012 Sheraton Seattle Hotel

    New Ways to Generate Revenue

  • Costs

    Administrative Link creation depends upo