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Audience Development & Monetization Track

Building Audiences and Driving Profit from Content

As Executive VP at Mequoda Systems, Kim Mateus has worked for 11 years with management teams from a wide range of publishing genres and niche categories; from Yankee Magazine and Biblical Archaeology Review to The American Ceramic Society and The Dark Intelligence Group (see other publications referenced below).

Kim and the Mequoda team help publishers grow audiences, identify content that can be repurposed profitably as new subscription products and strategically leverage all the new marketing channels available online.  She shares real-world examples of profitable business models and best practices for multiplatform publishing.

Kim serves on the board of the Specialized Information Publishers Association (SIPA) and is a frequent speaker at their events. She’s also led workshops and presented at FIPP, Niche Media’s Digital Conference, the American Marketing Association and Digital Summit DC.

10:10 – 11:10 am

Session 1:  Profiting from Content – Minnesota Publishers

Kim will moderate a panel discussion featuring Jamie Flaws, publisher at Greenspring Media (consumer); Mary Jo Larson, publisher at Franchise Times (b-to-b); Rob Johnstone, publisher at Woodworker’s Journal (specialty/enthusiast); and Andrew Wallmeyer, publisher at MinnPost (digital native).  A comparison of top strategies and ideas between four local publishers and several of Mequoda’s publisher clients.

11:20 am – 12:20 pm

Session 2:  Proven Ways to Build your Internet Audience, Revenue and Profits

The Internet has turned upside down the ways in which we take premium information products to market. Gone are the days of direct mail as the dominant source of new subscriber revenue. In this session, you’ll learn how to use content marketing, search engine optimization, social media and content syndication to build an audience that is five or even 10 times the size of your largest paid subscription audience. You’ll also discover how a simple Internet portal is the key to online audience development, and the myriad ways in which it can be leveraged to build a large and loyal audience. Our team will take you through an exhaustive checklist of Internet proven, profitable marketing opportunities from America’s Test Kitchen and Golf Vacation Insider to Indian Country Media Network and Vida Y Salud.

1:40 pm – 2:40 pm

Session 3:  Breakthrough Techniques for Generating More Subscription Revenue

It all starts with understanding how to use a Six Sigma framework to plan, execute and analyze an ongoing series of weekly marketing campaigns that will uncover the most profitable way to market your subscriptions. Discover how magazines, books, courses and even events can be leveraged into subscription products that generate continuity revenue – revenue you’ve been leaving on the table until now. Digging into the details you’ll learn how to construct complex offers using price, term and incentives that will keep your revenue growing. Understand the research and economic behavior that makes contrast pricing your most powerful secret weapon for increasing revenue per subscriber by 100% and more. Do all this with case studies from publishers who are both large and small, including Countryside, Yankee, The New Yorker and Biblical Archaeology Review.

2:50 – 3:50 pm

Session 4:  Making Google Your Biggest Audience Development Partner

We see SEO (great content + great keywords) as a primary driver of website traffic for successful publishers. These publishers are building a steady stream of dependable organic traffic by writing great editorial content and repurposing legacy content for the web in the form of keyword-optimized website portal posts. They get more than half of their website traffic from search by pursuing an intelligent and systematic campaign of highly re-purposed search-friendly content, and the process is called Blockbuster Content Management. In this session you’ll learn about an organization whose adoption of the Mequoda Blockbuster SEO Scorecard increased their Google Visibility Index by 34% in six months. You’ll be trained on best-practice blockbuster management so that your organization can achieve similar results.

About Kim Mateus

Kim Mateus, EVP & Planning Services Group Leader

Kim partners with the executive management teams of media businesses to develop strategic multiplatform publishing plans, to oversee implementation of publishing business plans, and to help clients grow revenue, profits and influence. She focuses on bringing new clients into the Mequoda client cooperative and also works with Mequoda’s Gold Members to plan transformative, larger-scale projects and services for growing their systems and maximizing profits. Kim monitors overall system best practices for Mequoda’s Haven CXMS System and tracks industry trends. She founded the Mequoda Research Team in 2004 and has been the principal driver of building out the thousands of best practices that govern our core Mequoda Method. She’s a frequent speaker at industry events and proudly serves on the board of the Specialized Information Publishers Association (SIPA). Kim earned her degree in journalism from Roger Williams University in Bristol, RI.