8:30 – 9a - Introduction
9 - 10:30 - Making Money Online
Learn the 7 strategies required to build a
comprehensive Internet marketing strategy:
- Editorial Strategy
- Business Strategy
- Website Strategy
- Keyword Strategy
- Email Strategy
- Organizational Strategy
- Reporting Strategy
10:30 – 11 - Networking Break
11 – 12:30p - Online Editorial Strategy
- Writing online content
- Offering users many products on many platforms
- Offering users a free, robust online content experience
- Offering users a personalized marketing experience
12:30 – 1:30 - Lunch (provided)
1:30 – 3 - Website Business Models that Work
Choosing the right business model and
supporting infrastructure.
- Encouraging users to interact with your media brand.
- Developing trusted relationships.
- Making money with your publication in ways you either never imagined or don't know how to execute.
3 – 3:30 - Networking Break
3:30 - 5 - Creating Effective Media Websites
Every page on your website is a potential landing page.
- The strategic intent of an organic landing page is to attract users and convert them to customers. Publishers use organic landing pages when they can't control where the user is going to enter (or "land" on) their website.
- Conversion landing pages are designed to receive targeted website traffic and convert users into buyers or subscribers. Conversion landing pages are sometimes designed to attract traffic, but are always designed to convert traffic.
5:30 – 7 - Cocktail reception | 9 - 10:30a - SEO Research & Reporting
- Learn the tools to find the keywords used to attract the most targeted website traffic.
- Learn why every writer and editor
needs to be an SEO expert.
- Learn how to optimize your headlines and copy to maximize traffic in your blog, press releases and landing pages.
10:30 - 11 - Networking Break
11 - 12:30p - Profitable Email Newsletter Marketing
Learn the best practices for:
- Getting Delivered
- Getting Opened
- Getting Read
- Intriguing and Engaging
- Building Relationships
- Getting Recommended
- Generating Revenue
12:30 – 1:30 - Lunch (provided)
1:30 – 3 - Integrating Print & Online Media Teams
Most publishers load more responsibilities
onto their existing print staff but those in
the know are hiring dedicated staff to run
their online business units. Learn:
- Why it's critical to isolate your online teams before you integrate.
- How to eventually leverage all your editorial assets, cross promote print, Web and email circulation and create synergies for sponsors.
3 – 3:30 - Networking Break
3:30 – 4:30 - Creating a Management Dashboard
Learn how, why and what to test, for ad-driven sites and product-driven sites.
- Learn why arrivals, conversion rates, email circulation, RPM and cost per new sub are important for product- driven websites.
- Learn why impressions, revenue per page, email circulation, RPM and cost per new sub are important for ad-driven websites.
4:30 - Closing Remarks |
