INSIGHT: StrategyEye COO presentation on driving successful online content services
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Transcript of INSIGHT: StrategyEye COO presentation on driving successful online content services
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Jeremy Phillips
Co-Founder and COO, StrategyEye
February 2011
Running a successful online content service –some tips
StrategyEye www.strategyeye.com
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By way of introduction ..
StrategyEye powers niche intelligence services, usually with a freemium
model, up to high ticket subscription levels
StrategyEye www.strategyeye.com
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By way of introduction ..
Own label and partner offers in any industry or topic area
MARINE
SUSTAINABILITYWIND FARMS
DEFENCE
HEDGE FUNDS SENSEX OUTSOURCING
AEROSPACE MINING RETAIL
StrategyEye www.strategyeye.com
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• New Contracts
• New M&A Deals
• Boeing stories
• Airbus stories
How would you like your digital content?
“Everything in one place, ordered the way I want it”
Entities
Topics
Categories
Regions
Newsletters
Personalised Alerts
Original Content
Global Trusted Sources
The First Place I Look
First Port of Call
StrategyEye www.strategyeye.com
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What are you prepared to pay for?
StrategyEye www.strategyeye.com
“It had better be good ..”
Basic News
Focussed News
Hard Data
Workflow
Original Comment
Deep Analysis
• Right Structure• Right Functionality
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(a quick detour into “structure”)
Describing a coherent world at the right level of detail ..
StrategyEye www.strategyeye.com
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(a quick detour into “structure”)
.. and picking out the things that the audience needs to engage with
Industries /
Categories
Biotech
Solar
Photovoltaic
Mobile Social
Networks
Regulators
Topics
Private Equity
M&A
Sustainability
Partnerships
Product
Innovation
. . .
. . .
Entities
Executives
Wind Farms
Indices
Companies
Brands
. . .
Location
Europe
UK
Northern
England
Manchester
. . .
Levels of
Comment
Lead News
Other News
. . .
Feature
Endorsed
StrategyEye www.strategyeye.com
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Where are the pricing resistance levels?
StrategyEye www.strategyeye.com
.. hundreds and thousands ..
Workflow
£’000s
£’00s
FREE
“Where I make decisions”
“My preferred source”
“One of my sources”
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How does the content fit in?
StrategyEye www.strategyeye.com
Getting the mix right
Workflow
£’000s
£’00s
FREEBasic News
Focussed News
Hard Data
Deep Analysis
Original Comment
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Proprietary content is expensive ..
.. so you match it to the audience’s interest levels
Most
Interesting
Least
Interesting
Audience Usage Metrics
Opinion-Former Attention
StrategyEye www.strategyeye.com
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What about the functionality?
StrategyEye www.strategyeye.com
Tiered functionality for a tiered offer
Basic News
Focussed News
Hard Data
Workflow
Deep Analysis
Original Comment
£’000s
£’00s
FREE
Analysis Tools
Reporting Tools
Structured View
Personalisation
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Importance of some free
Free content is the best SEO strategy
StrategyEye www.strategyeye.com
Original Comment
and Analysis
Recommended
Articles
Original
News
Filtered
Articles
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Importance of some free (cont’d)
Viral content brings in the punters
StrategyEye www.strategyeye.com
• Visitors
• Followers
• Prospects
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Importance of some free (cont’d)
Structured free content drives quality advertising …
StrategyEye www.strategyeye.com
Site
Sponsorship
Featured
Companies
Topic
Sponsorship
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Importance of some free (cont’d)
… and upsell to paid
StrategyEye www.strategyeye.com
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How do you sell?
Do you have the right team?
StrategyEye www.strategyeye.com
Workflow
£’000s
£’00s
FREE
Relationship sell
Light touch
Ad (sponsorship) sales