Folio article: Approaching Paid Subscription Growth Like It’s 2019

Rather than opaque and outdated pricing models, focus on audience personas and maintaining the trust of your readers We have reached a point at which paid subscription growth, for many media companies, feels unattainable. I both vehemently disagree and, sadly, agree. There are more tools than ever for reaching larger audiences (the disagree part), yet,…

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Creating a Winning Retail Experience That Turns Customers into Promoters

Webinar today @ April 17, 2019 11 AM PST Please join Byron Zanopoulo, Managing Director of Signet Research, and me as we conduct today’s webinar for home furnishing retailers. Today, more than ever before, customer experiences will make or break your retail future. Online reviews, omnichannel shopping options, employee turnover, and competition small and large…

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Content-as-a-Service: How to Avoid One-Offs and Retain Clients

From 4/16/2019 column in Folio Magazine: Success in content marketing means recognizing your unmatched value and embedding your brand in a client’s day-to-day business. Too many media companies are falling into the one-off trap in content marketing. Learning of a client’s desire to own a certain topic and demonstrate thought leadership, the resulting proposal is…

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Folio Mag article: Want a Paywall Transition? Compensate Your Content Teams Appropriately

To succeed in paid content, it is essential to reward those who convert visitors to paid subscribers. The most significant currency today is attention. The individuals who gain an audience’s attention and can effectively engage them with content are indispensable to a media company—and now, to general marketers, too. As media companies migrate their “open”…

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Paving the Purchase Funnel with Actionable Content

Reviving media’s importance in a company’s marketing strategy only requires a slight shift in the content creator’s thinking. But for most, it is seismic. This has provided an opening many companies, agencies, and freelancers are filling. Simply stated, this opportunity resides in content associated with each stage of the Purchase Funnel. Delivered across platforms. The…

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