insight: strategyeye coo presentation on driving successful online content services
TRANSCRIPT
Jeremy Phillips
Co-Founder and COO, StrategyEye
February 2011
Running a successful online content service –some tips
StrategyEye www.strategyeye.com
By way of introduction ..
StrategyEye powers niche intelligence services, usually with a freemium
model, up to high ticket subscription levels
StrategyEye www.strategyeye.com
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
• 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
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
(a quick detour into “structure”)
Describing a coherent world at the right level of detail ..
StrategyEye www.strategyeye.com
(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
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”
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
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
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
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
Importance of some free (cont’d)
Viral content brings in the punters
StrategyEye www.strategyeye.com
• Visitors
• Followers
• Prospects
Importance of some free (cont’d)
Structured free content drives quality advertising …
StrategyEye www.strategyeye.com
Site
Sponsorship
Featured
Companies
Topic
Sponsorship
Importance of some free (cont’d)
… and upsell to paid
StrategyEye www.strategyeye.com
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
