Finding the Course That’s Right for You
With SIPA 2011 set to start on Sunday, here are some excellent tips to keep in mind for your business—and the conference sessions that will cover the corresponding topics.
1. In social media world, find your message, your narrative. Then develop an identity; find the best medium that will work best for your message. You don’t have to be on everything! And then build interaction, and support/research/entertain. You have to give people reasons to engage, incentives to follow you. (Getting Social: How Your Content Should Be Leveraged on Social Media, Tuesday, June 7, 10:30 – 11:30 a.m.)
2. Come up with a “value proposition” and sell it. Why is your publication valuable to the subscriber? What value will it continue to give? The answer to these questions should inform your renewal copy and become a selling point. (Renewals: Advanced Strategies to Retain More Subscribers, Monday, June 6, 11 a.m. – noon)
3. When filling your advisory board, seek out those who fill knowledge gaps within your company or your own background. (Creating a Board of Directors or Advisory Board, Monday, June 6, 9:30 – 10:30 a.m.)
4. Navigation and search are tremendously important because that’s how people find information. The challenge is building the architecture so that, once you post the information on the website, people can find it. (How to Build Your Online Visibility so that Getting New Customers Is as Easy as 1-2-3, Monday, June 6, 11 a.m. – noon)
5. When it comes to managing and motivating sales people, management starts on Day 1 with clear expectations, explicit metrics and accountability. Be concise and specific with your targets and timelines, and celebrate success! (Direct Selling: Case Studies on the Common Denominator for Cross-selling Traditional, Portal and E-learning Solutions, Monday, June 6, 9:30 – 10:30 a.m.)
6. Instead of paying editors a base plus royalties based on new sales and renewals, pay them a higher percentage of renewal sales. It ties them more closely to the long-term health of their products. It also relieves acquisition campaigns of additional expense. (The New Job Titles and Roles for Your Editorial Team, Sunday, June 5, 2:10 – 3:10 p.m.)
7. Develop platforms not products and focus on discovery. Understand the workflow of your customers and then determine how you want to engage, entertain and support them. (What Is an Audience-Generation-Based Business Model and How Does it Work? Sunday, June 5, 2:10 – 3:10 p.m.)
8. Expand your reach outside your house lists by encouraging speakers to market these sessions to their own contacts. You can help by offering to write these messages for them if they don’t have the time. And include links from their websites to yours. (Rethink, Repurpose and Revitalize Your Webinars: New Forms, Formats and Models, Tuesday, June 7 – 10:30 – 11:30 a.m.)
9. More often than not, Google analytics should have the final word. (How to Develop a Keyword Phrase Universe…and Why it Matters, Sunday, June 5, 4:40 – 5:40 p.m.)
10. Trendwatchers calls editors’ new roles “curators,” meaning we are building our own brand with everything that we do, whether it’s tweeting about a product we enjoyed, clicking “like” on Facebook or endorsing someone on LinkedIn. (Content Curation, Monday, June 6, 11 – noon)
11. Having a great product is important, but having a great idea for product distribution is more important. (Entrepreneurs in Media, Monday, June 6, 2:15 – 3:15 p.m.)
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Hurry! There’s still time to register!
It’s one Conference you can’t afford to miss!
SIPA’s 35th Annual International Conference
SIPA 2011: Cashing in on Content –
Models for a New Decade
June 5-7, Capital Hilton, Washington, D.C.
Register today!
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