Sell Bigger Deals by Unbundling Your Content, Part 2
In part 2 of "Sell Bigger Deals by Unbundling Your Content" (see part 1 here) media sales expert Andrew Davis shares four secrets to creating powerful content brands. In this half hour course, Davis explains how content brands can mobilize an enthusiastic niche audience and create bigger sales opportunities. When publishers target niche audiences and create compelling content for them, media salespeople are able to sell a much more valuable audience to advertisers. That's because content brands can actually create demand for certain products or solutions.
In this video you'll learn about:
How to Get Rich By Targeting a Niche (0:27) - Niche audiences are highly engaged in a specific topic. If publishers can harness that engagement, it can translate into increased revenue. By creating content that is tailored to that niche, new revenue opportunities will emerge. Owning a niche allows media salespeople to connect the right kind of advertisers with that highly engaged audience.
Attaching Talent to Unbundled Content (15:25) - It's incredibly important that there is talent tied to your content brands. Whether it's a star editor or celebrity in a niche space, associating a person with a content brand will make it more successful and profitable. The audience becomes more invested when they can connect with a person, rather than just an idea.
Making an Appointment With Your Audience (22:01) - Set a regular time when the audience consumes your content brand. This builds an expectation with the audience, and it actually allows the publisher to own that time with their audience. Owning two minutes of a valuable audience's time is much more profitable than being the publisher that's everything to everyone.