Online retailers promote products in prime locations on their websites to encourage customers to make other purchases. Publishers using a content management platform can also use this tactic to increase revenue from single copy report and subscription sales.
The role of content promotion in revenue growth
Online retailers like Amazon use strategically placed product promotions on their websites to nudge customers into making additional purchases. Using tools such as promotional banners and sidebar widgets, they promote items on sale, popular products, and goods related to a customer’s initial search.
Market research publishers can implement this tactic using a content management platform such as Publish Interactive. Whether your licensing model is broad all-access subscriptions, personalised content packages, or single copy purchases, promoting your content encourages subscribers to explore more of your portfolio.
Promoting your content has the following benefits:
- Grows readership and engagement, which is particularly important for renewals
- Prompts subscribers to buy more one-off reports
- Encourages upgrades to existing subscription plans
Promoting content also exposes the depth and quality of your portfolio and helps deepen trust with your organisation and its analysts. As a trusted source of quality information, subscribers will be more likely to make additional requests for analyst support, generating additional consulting revenue.
Ways B2B publishers can promote content in Publish Interactive like a leading online retailer
Customisable widgets and tabs
Customisable homepage banners, sidebar widgets and HTML tabs are prime website real estate for content promotions. Advertise your latest reports, trial offers, or programme your banners to display locked content to certain subscriber groups or target accounts.
Other users also viewed
The platform will automatically generate links based on other users’ behaviour to other relevant reports or keywords, providing social proof to users that a report may be worth reading based on their activity.
When a user searches your portfolio and clicks on a report, the system will recommend other reports that relate to that item based on your category tree as well as any tags or keywords associated with the report.
Other content promotion methods
Alert subscribers when new products are released with email notifications. Integrations with mailing tools like MailChimp are an effective way of keeping readers aware of new releases.
Instant Access Technology
Send direct access links to subscribers via email using Publish Interactive’s Instant Access technology. With this link, they can view content without logging into the platform. Leading pharmaceutical advisory firm TGaS Insights use this feature to transform engagement across their library of life science reports.
Customer Success Calls
Notify account management teams of key content they should promote/upsell in sales and customer care calls. Position these suggestions as ways of increasing the value subscribers receive from your service rather than a hard sell.
What content should I promote?
The content you promote should support your business goals, such as improving customer service, selling more reports, or upgrading customer subscriptions. There are different types of content you could promote to help reach these goals:
- New research or series of reports
- Updated evergreen research
- Locked items outside of a subscriber’s license
- Content related to a user’s search history
- Special offers including timed access to reports and trials
P is for promotion
Promotion is a crucial step in the publishing process and needs to be more than an afterthought. Publishers who think like online retailers and adopt a strategic approach to promoting content can increase revenue from reports, license upgrades, and queries to analysts.