Sales Secret #2: Exploit Content Holes
In a previous video, media sales guru Andrew Davis revealed that the first secret to selling bigger media packages is to target a niche (Sales Secret #1: Get Rich, Target a Niche).
The second secret to selling bigger media packages is exploiting content holes.
Davis explains that content holes are editorial topics that haven’t yet been covered with great depth by a publisher. “There's an opportunity to format this content, set an appointment with the audience, and deliver on it on a more regular basis,” says Davis. Media salespeople should identify these content holes and think about ways that they could align with advertisers’ objectives.
Davis explains how Lauren Luke, a taxi dispatcher in the U.K., created a makeup empire by focusing in on a specific niche -- teenage girls interested in learning how to use makeup -- and creating content for them that no one had before. Lauren Luke was the first to create makeup tutorial videos inspired by celebrity looks. By exploiting this content hole she was able to amass a huge fan base and eventually sell her own makeup line to those fans.
“Content builds relationships, relationships build trust, and trust drives revenue,” says Davis. “This isn't news for publishers. It's about exploiting [content] in a self-selecting way.”
If there is an opportunity to reach new readers with content, that also means there is an opportunity for advertisers to connect with this audience segment. Media salespeople need to understand these opportunities and share them with prospects.
In the following video, Davis explains how media salespeople should be using content holes:
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.
