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      Plug our on-demand-designers into your team to design ads for your clients on a predictable, cost-saving plan. We can help you grow and stretch resources during busy times.

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      Powered by our automation technology, we make the process of designing your publication a breeze with a fully integrated end-to-end process. Offload extra projects or your regular titles to our team.

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      Get expert designers to design those small intricate elements your team doesn’t have time to do. Submit your request and we’ll provide an estimate or quote or simply bill for time by request.

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    • Learn from the industry’s top minds. Publishing Success features experts in the top areas of publishing.

      SPEAKERS

      Headshot-Ross-Furukawa

      Ross Furukawa

      Santa Monica Daily Press

      Todd

      Todd Lemke

      Omaha Publications

      mike_dragsovich

      Mike Dragosavich

      Spotlight Media

      Headshot-Laurie-Laykish

      Laurie Laykish

      Local Life

      charity_huff

      Charity Huff

      January Spring

      New Releases

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Best-Of Contest Voting Done Right

      Publisher Todd Lemke gives us the lowdown on how he built his 220,000+ voter Best of Omaha contest.

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Ensuring Best-Of Contest Credibility

      A successful Best-Of contest is built on trust—from your voting public and from your local businesses.

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Tips for Your Magazine Best-Of Contest

      Whether you're starting a Best-Of contest or you're a seasoned veterans, you'll want to hear these tips.

      Viewer Favorites

      Watch SEO Sales 101 for Publishers Featuring Charity Huff

      SEO Sales 101 for Publishers

      Sales coach and January Spring CEO Charity Huff discusses the basics of SEO and packaging it for advertisers.

      ASG-PS-Whats-Next-Laurie-NA

      Building Long-Term Ad Sales Relationships

      Laurie Laykish explains how her team's focus on long-term ad sales contracts has improved their magazine's business.

      Learn why publishers have the upper-hand when it comes to publishers vs. ad agencies.

      Expanding Into Marketing Services

      Publisher Mike Dragosavich lays out the basics on why publishers have the upper hand against agencies.

      View All Episodes
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  • Software
    • Software

      Automate and organize your business with the leading advertising sales software.

      BY DEPARTMENT

      • Sales
      • Accounting
      • Production
      • Marketing
      • Editorial
      • Reporting
      • Project Management

      BY BUSINESS

      Publishers
      Expos & Events
      Marketing Agencies
      Associations
      Media Sales
      Out of Home
      Broadcast

      Software Integrations

      PRINT

      Magazines
      Newspapers
      Publishing

      DIGITAL

      Online Ads
      Google Ad Manager
      Programmatic

      Are you a start-up or need less than 5 users? Start a Free Trial of our Small Business Plan.

  • Studio
    • Studio

      Get the expertise your business needs without the obligations.

      STUDIO AD

      Plug our on-demand-designers into your team to design ads for your clients on a predictable, cost-saving plan. We can help you grow and stretch resources during busy times.

      Learn More

      STUDIO PAGINATION

      Powered by our automation technology, we make the process of designing your publication a breeze with a fully integrated end-to-end process. Offload extra projects or your regular titles to our team.

      Learn More

      STUDIO ELEMENTS

      Get expert designers to design those small intricate elements your team doesn’t have time to do. Submit your request and we’ll provide an estimate or quote or simply bill for time by request.

      Coming Soon...
  • Success
    • Learn from the industry’s top minds. Publishing Success features experts in the top areas of publishing.

      SPEAKERS

      Headshot-Ross-Furukawa

      Ross Furukawa

      Santa Monica Daily Press

      Todd

      Todd Lemke

      Omaha Publications

      mike_dragsovich

      Mike Dragosavich

      Spotlight Media

      Headshot-Laurie-Laykish

      Laurie Laykish

      Local Life

      charity_huff

      Charity Huff

      January Spring

      New Releases

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Best-Of Contest Voting Done Right

      Publisher Todd Lemke gives us the lowdown on how he built his 220,000+ voter Best of Omaha contest.

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Ensuring Best-Of Contest Credibility

      A successful Best-Of contest is built on trust—from your voting public and from your local businesses.

      ASG-PS-Whats-Next-Todd-BestOf-CS

      Tips for Your Magazine Best-Of Contest

      Whether you're starting a Best-Of contest or you're a seasoned veterans, you'll want to hear these tips.

      Viewer Favorites

      Watch SEO Sales 101 for Publishers Featuring Charity Huff

      SEO Sales 101 for Publishers

      Sales coach and January Spring CEO Charity Huff discusses the basics of SEO and packaging it for advertisers.

      ASG-PS-Whats-Next-Laurie-NA

      Building Long-Term Ad Sales Relationships

      Laurie Laykish explains how her team's focus on long-term ad sales contracts has improved their magazine's business.

      Learn why publishers have the upper-hand when it comes to publishers vs. ad agencies.

      Expanding Into Marketing Services

      Publisher Mike Dragosavich lays out the basics on why publishers have the upper hand against agencies.

      View All Episodes
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  • Ad Sales Strategy

Publishers Thrive With Content Marketing Sales

Content marketing sales is a source of smart long-term revenue for publishers

If you’ve brushed off content marketing as nothing more than an industry buzzword, we can understand where you’re coming from. In today’s advertising world, you can’t escape its mention. But, while we hate to tell you this, you’re completely mistaken. Content marketing utilizes any and all digital channels available to you to build awareness, guide purchases, and foster customer loyalty. And as a publisher, you already have all of the tools to create a content marketing sales program that works. 

We sat down with Charity Huff, CEO of January Spring, to discuss the current state of content marketing. As a digital veteran in the magazine and newspaper space, she is ready to share what you need to know about selling these services to advertisers.

What is content marketing?

At its most basic, content marketing is the art of creating truly compelling content that resonates or speaks to a very specific audience. The content is resource-driven with the end goal of (eventually) making a sale and building a loyal customer relationship. Content marketing is especially hot in the B2B world, where the purchasing journey can be a long one.

Charity adds, “Purchasers have a journey. You have to move people through this journey. Content marketing says ‘Hey, here’s who we are, here’s what we do, and here are the problems we solve.'”

So, why is content marketing especially hot right now? One big reason is how SEO works today. Google’s search algorithm has moved far away from its basic, keyword-driven past. Resource-rich articles and video are necessary to scratch Google’s itch for unique, quality content that provides the answers real people are seeking. 

Watch SEO Sales 101 for Publishers Featuring Charity Huff
Click above to watch our "SEO Sales 101 for Publishers" video series featuring Charity Huff!

Publishers Have the Backlink Mojo That Advertisers Want

But there’s another side of SEO that benefits from content marketing, too. Backlinks. The premise behind backlinking is simple. When an authoritative website, like a magazine, links to an outside website, the outside website’s content absorbs the “domain authority” of the linking site. 

Knowing this, it’s easy to see the value proposition for advertisers. If your articles contain links to their website, their search rankings see a direct benefit. Now let’s dive into some of the nuts and bolts of selling this opportunity to advertising businesses.

Content Marketing Sales In Practice

First, let's talk length of terms. If you're used to chasing advertisers by the issue, you need to rethink your strategy for content marketing sales. Charity says:

"Instead of chasing the next issue, you can do this as a 12-month buy. It’s a lot of work to get [a content marketing effort] going. Setting up a content calendar, content ideation, etc. But [your efforts] also build over time. Each article has a positive effect on the last."

There's another bonus to this long-term sale: most advertisers never want to stop the momentum once it starts. Charity mentions that among all of her publishing clients, she rarely ever encounters an advertiser who wants to stop after an initial long-term contract.

Now, let's talk about what your advertisers get for their monthly spend. "[An advertiser will] get access to your editorial team for x number of articles. You price these articles at several thousand dollars. Then, you add advertising on top of the articles to drive traffic to the advertiser's website. Ultimately, this can run an advertiser $2500-5000 per month."

Leverage Your Strengths With Content Marketing Sales

Content marketing is an amazing way to complete an advertiser's digital strategy with the tools you're already using. Moreover, it's significant recurring revenue that provides exposure to your arsenal of advertising products across digital and print.

With a little bit of imagination, you can create packages that not only show data-driven results in digital, but also help you bundle your advertising services in a "sticky" way that leaves advertisers always wanting more.

Michael Hoffman

Michael Hoffman

All Posts
Learn the three rules for local Best Of contest award voting.
Ad Sales Strategy
Michael Hoffman

3 Rules for Building Successful “Best-Of” Contests

If you’re in the magazine business, you know the power of “Best-Of” contests. It’s a powerful way to engage your audience, build advertiser momentum, and

Read More »
Content marketing sales is a source of smart long-term revenue for publishers
Ad Sales Strategy
Michael Hoffman

Publishers Thrive With Content Marketing Sales

If you’ve brushed off content marketing as nothing more than an industry buzzword, we can understand where you’re coming from. In today’s advertising world, you

Read More »
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Recent Posts

Learn the three rules for local Best Of contest award voting.

3 Rules for Building Successful “Best-Of” Contests

Read More »
Content marketing sales is a source of smart long-term revenue for publishers

Publishers Thrive With Content Marketing Sales

Read More »
Publishers that offer SEO have an advantage over ad agencies.

Publishers That Offer SEO Win Against Agencies

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