Solo Papel No Alcanza ALEMANIA

8/20/2019 Solo Papel No Alcanza ALEMANIA

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Our whole structure was product-centric

Everything was organized accordingly:departments, positions, ressources, workflows

The pivot was the magazine


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It‘s about the target audience…..

…..not about the product


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We did reach only a few due to thephysical limitation of our vehicle

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…but could it be done in a traditional, product-centric publishing environment?

…with traditional, more news oriented editors?

No. It couldn‘t. We had to change the structure. And we had to change the thinking.


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We need multiple Platforms.We have to be a Multi Platform Publisher.


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900% Audience Growth Within 3 Years

• Launched 1999, now on 4 continents, 11 countries• World’s leading watch media family (WatchTime, Chronos)• Print-centric until 2011, since then multi-platformPhoto: Ebner Media Group


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News Evergreens


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Evergreen Examples

Screenshots: CMI, Curata, Jon Loomer, Mequoda, WatchTime

WatchTime’s Evergreen Content Strategy


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• Analyze : find at least 2 potential audience groups• Ask : why will they need and how will they use my content

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Goal : perfectly understand your audience’s world• Result : 100-word description for each persona, assign names

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Photos: Ebner Media Group

4 Ebner perso

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• Research : find keywords (high search volume, low competit• Reconfirm : reconfirm with Google Trends; Adwords sample • Retest : test social posts, analyze share patterns• Ebner websites : up to 7,000 keywords, 300 topics, 20 uber

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Illustration: Mequoda.com

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Daily Schedule• 1 evergreen per weekday• Publish morning or evening

Monthly & Yearly Plan

• 4 uber topics per month• Strategic focus, seasonal

Photo: Getty Images

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One evergreen = many amplifiable information units!

• 45-day policy : repost evergreen links every 45 days• Facebook : retarget website users• Pinterest : create evergreen boards• Other networks : post weekly evergreen summaries

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• Convert: popup, scroll bar or other conversion element• Newsletter : automated updates, daily or weekly

• Ebner : yearly audience growth up to 300% with e-mails

Illustration: Mequoda.com

Evergreen Conversion = Audience Growth + $$$


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Solo Papel No Alcanza ALEMANIA