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3 Ways to Drive Growth in the Publishing Industry

  |  February 14, 2014   |  Comments

How do you get people to talk about your content to that point that they share it and you start driving massive growth? These three tips will help you do just that.

Everyone knows that driving growth in the publishing industry hinges first on great content and second on getting people to love the great content you have and start talking about it. But once you have great content, how do you get people to talk about it to the point that they share it and you start driving massive growth, especially in a digital arena?

I’ve selected three powerful, but potentially out-of-the box, solutions. If this article is received well, people should be talking about the content, sharing it, and coming back in two weeks to read more. 

  1. Power to the People: Creating a "fan" base is key. If you don’t have 1,000 true fans of what you are doing, your idea might die on the vine. These 1,000 true fans will amplify your message to an average of 3,500 people each, of which 10 percent will share with another 3,500. That’s 1.2 million people if you choose the right fans. How do you find the right 1,000 people? LinkedIn is your best starting point, followed by BuzzFeed and Google+. Share your great content, and the people will find you.
  2. Test Crazy Ideas for $5: If you haven’t checked out Fiverr, go there now. You can literally buy anything you want for $5 and see if it works.This won’t enable you to find your true fans, but it will validate that great "video" or "T-shirt" idea for less than a cup of coffee. For $100, in one week you can prove out the top five ideas you should invest in.
  3. Partnerships: It doesn’t matter if you are a small publication with five readers or one with 50 million readers. No one can win in digital alone. Partner with 10 companies who can introduce you to new audiences and open up an entirely new world. Partnerships that are bartered drive the best results. There are some amazing partners out there who are ready to invest in your success in return your investment in theirs. Sourcing partners should come not from a need for volume and growth, but a match in interest categories.

If you focus on these three efforts you can grow your revenues by at least 15 percent this year. It’s not too late. Get started now and enjoy the success when Q4 comes rolling in. 

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.

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