How custom content and direct to partner deals work for EatingWell
Partnering with similar brands can lead to a second home for your content, and mean more revenue for your publication.
In modern times, when great content is rewarded with added exposure and more revenue, online publishers should be on the lookout for partnerships where they can license existing content or generate custom content for a price.
During our Content Licensing Opportunities webinar, our attendees will learn highly successful strategies for generating multiple revenue streams.
Many of you already have the content to begin these partnerships, and have the expertise to educate others with custom content if the price tag is right.
EatingWell’s approach to content partnerships
EatingWell is a media brand with the mission of delivering the information and inspiration people need to make healthy eating a way of life. The company produces EatingWell magazine, cookbooks, a content-based website and mobile apps for consumers.
There are two different approaches EatingWell takes when considering content partnerships.
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Content Licensing Approach #1 – Custom: Consider offering custom content deals if there are holes in the marketplace that the competition’s offerings and marketing programs aren’t filling. In other words, if the competition isn’t cutting it, be innovative and fill the void in the market.
Creating unique packages that solve problems within an industry means premium pricing. Online publishers able to meet these demands can generate a significant amount of revenue while leveraging multi-media expertise.
Content Licensing Approach #2 – Direct to partner, not syndication: In order to engage in this approach, EatingWell has a sales team of four individuals. Editors, registered dietitians and the digital tech team all participate.
Direct to partner deals should bring a deeper understanding to market sectors that don’t have enough information behind them. Often times, many sector solutions are technology-led. If you have the technical expertise to achieve these solutions, it can lead to a great amount of new exposure for your brand.
Let’s be honest…the vast majority of online publishers are not involved in syndicating their content. This equals tremendous opportunity for the growth of content.
The handful of online publishers that do engage in content licensing now experience syndication as one of their top five revenue generators.
If you want to learn from two professionals who are succeeding with content licensing, join us for our Content Licensing Opportunities: How to Drive Website Traffic and Increase Online Revenue with Content Syndication webinar on February 1st at 12:30 pm ET.
