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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 is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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