Tips for helping editors think like marketers when it comes to their products
At SiPA’s 32nd Annual International Newsletter & Specialized-Information Conference conference this past weekend in DC, National Institute of Business Management Editorial Director Patrick DiDomenico shared some useful tips for getting your editors to think like marketers. In a world where integrating the two mindsets is integral to success, these tips are very fitting:
1. All editors should be on seed lists. Before editors can offer input on marketing, they should first find out how their products – and their competitors’ products – are being marketed today. Editors need to know what has and hasn’t worked in the past. They should subscribe on the web and the mail, so they can see what it feels like to be a new subscriber. Are they impressed with the way their company appears?
2. Tap into freelancers and reporters. Put writers on seed lists too. Show them how the newsletter is being promoted. Does their writing meet the promises made in marketing? Ask them to write marketing copy. Provide incentives for copy that’s used. Ask them to suggest premiums. Teach them about SEO. THANK YOU PATRICK. Teach them about SEO, teach them about SEO. Did we mention you should teach your editors about SEO?
3. Plan ahead to market the BIG story. Editors know when a major story is coming, but marketers often don’t. Maybe the story is cyclical, or maybe it’s a one-time event. Either way, editors can suggest ways to use the event to market the newsletter or ancillaries via email blasts, audio conferences, web promos, space ads in the newsletters, etc.
4. Exploit your comp list. Editors know the names of reporters covering their beats at major newspapers and magazines. Marketers wouldn’t know Bob Woodward from Bob Barker. So add those national beat reporters to you comp lists and/or email subscriptions. This increases your chance of being cited in the general press.
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5. Turn a special issue into a premium. If you’re planning a special issue on a topic, notify marketing that the content could also be used as a premium in the next mailing. Example: A tax newsletter publishes an annual “Year-End Tax Planning” issue. It slapped on a new front page, calling it December Deductions and overran the print. It then offered December Deductions as a premium in a special postcard mailing. Note: Editorial must push the idea early. Otherwise, marketing won’t know about the special issue until it’s too late.
6. Use audio conference content in newsletters, email newsletters and online. Excerpt a handful of the best “Qs and As” from a recent audio conference and print them in appropriate newsletters. Or use the content in an email newsletter to sell the CD. This shows subscribers what they missed, plus it gives you room to promote upcoming audio conferences. At Mequoda we refer to this as the 3 Rs of publishing: Reuse, Repurpose, Recycle. This leads to more sales! And audience development!
7. Propose links to products/events that help subscribers earn certifications. Editors know the type of professional certification and licensing needed by subscribers. Think of ways you can promote your newsletters, audio conferences or online products to help subscribers earn recertification credits.
8. Use content as bait to collect customer data. This process is core to the Mequoda strategy for online publishing success – promote white papers, or free special reports that require the prospect to give up their email address. Your marketers will be glad you did and should help facilitate the ongoing execution of this process as part of their primary job responsibilities.
Read more of our SiPA coverage:
Present and Future of Advertising-based Publishing
Information wants to be free (to the end user… but the advertiser’s going to pay)
Write Better Subject Lines!
Bob Bly shares his tips for writing subject lines that get your email opened and read
Encouraging Creativity Within Your Team
‘Incentivizing’ editors to come up with audio conferences and other one-shot product ideas
Copyright Law in the Electronic Age
Essentials to keep in mind when laying the foundation for copyright protection of your digital content
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