Transcript eMarketing inc. Digital Marketing Agency Capabilities Presentation Content Sharing/ Co-Marketing •Presented to: Sharing content, syndication and partnering •(LOGO HERE) to drive customer awareness, increase •Date: sales and forge strategic •(PRESENTATION DATE HERE) partnerships. --- September 2002 P:480.367.1577 | 7501 East McCormick.

eMarketing inc.
Digital Marketing Agency
Capabilities Presentation
Content Sharing/ Co-Marketing
•Presented
to:
Sharing
content,
syndication
and
partnering
•(LOGO
HERE) to drive
customer
awareness, increase
•Date:
sales and forge strategic
•(PRESENTATION DATE HERE)
partnerships.
---
September 2002
P:480.367.1577 | 7501 East McCormick Parkway - Suite 110S | Scottsdale AZ 85258
eMarketing inc.
eMarketing inc.
WHO WE ARE
eMarketing Inc. is a full-service communications and eBusiness agency.
• Consumer and Corporate Website Development
• Online Co-Marketing / Content Syndication
• Intranets/Extranets
• Sales and Marketing application development
• Backend application development
• Systems integration/data visibility
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eMarketing inc.
SITE - www.eMarketinginc.com
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eMarketing inc.
Content Syndication - What It Is
Content Syndication
The process of creating sub-sets of web content (either exisiting or new), customizing
that content for a partner and strategically integrating that content into other websites
for the mutual benefit of both the syndicator and the partner site .
Partner’s site.
Your site.
Your content.
Your content on
Partner’s site.
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eMarketing inc.
Content Syndication - Problem It Solves
•
Many companies have under utilized/underleveraged web content
•
Many companies pay significant dollars to drive traffic to their sites
•
At the same time, companies have partners who have also have websites with
significant web traffic that need useful content to attract, reward and retain
repeat visitation to their sites
e.g. Distributors and Retailers who carry their products/services
•
Those partners do not want visitors to their sites to leave
(links are “doorways out” – they’ve lost the visitor)
•
With B2B content – syndicating information onto partner sites (e.g. catalogs)
keeps information updated up to the minute.
> Therefore, an excellent solution is to forge strategic partnerships
where content can be integrated on partner sites.
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eMarketing inc.
Content Syndication - Who should consider it?
Companies with:
•
Content that explains complex products e.g. sharing “How To” facts
•
Content that can be a “catalyst” for consumers to buy - e.g. recipes
•
Tools that simplify decision making – e.g. calculators
•
Content that helps consumers simplify buying decisions – e.g. model selectors
•
Content already built that would cost partner sites a lot to duplicate
e.g. specific subject matter expertise
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Content that creates excitement – e.g. promotions
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B2B content that helps the distributor/retailer network
- e.g. product catalogs/tools
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Frequently changing content – e.g. pricing, availability, specifications etc.
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eMarketing inc.
Content Syndication – What to syndicate
What partners are looking for:
Information and resources that do not currently reside on their site
but could add value to visitors and help drive sales on that site
(eCommerce) or via the partner’s offline locations (e.g. stores).
•Financial company / Client sites – Retirement savings calculator
•Flooring company / Home Improvement site – Decorating ideas
•Electronics manufacturer/Electronics store - “How To” Demonstrations
•Drug maker / Retail Pharmacy Chain site – Health care content
•Food maker / Grocery site – recipe and promotion content
•Industrial manufacturer / Distributors – digital product catalog
•Corporation / Distributors – syndicate product training/certification
•Snack maker / Retailer – syndicate branded interactive kid’s games
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eMarketing inc.
Content Syndication - Benefits
Asset Leverage
• Repurpose/Repackage your existing digital content
• Get your content on other websites – leverage their traffic
•Your website may get 50,000 visitors a month…but your partners’ websites may collectively get
millions of visitors a month…
• Sets up the negotiations for “value exchanges” for providing value-added content
e.g. We’ll provide this valuable content to you in exchange for… <your needs here>
Collaboration
• Build collaborative relationships with business partners (retailers, distributors etc.)
• “Switching costs” for partners to go with competitors with similar content
• Cross merchandise partner’s products > use your “hammer” to sell their “nails”
• Build opt-in email databases via collaboration
Integration
• Create online exposure to compliment offline programs
• Link informative content to eCommerce site carts to “close the sale”
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eMarketing inc.
Content Syndication - Benefits
Can be more cost effective than driving traffic to your own site
$Y per visitor
Your Site.
Your content on
Partner’s site.
Your content on
Partner’s site.
$X per visitor
Your content on
Partner’s site.
Your content on
Partner’s site.
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Content Syndication - Cost Dynamics
eMarketing inc.
Cost per partner site execution - Example
Fixed cost of getting
ready is 90% of the
typical cost. Variable
execution costs are
relatively low.
Fixed Upfront costs:
• Digital Assets
• Templates
2 executions
• Agency
$50K per
$ 100K
Investment
5 executions
$20K per
8 executions
$13K per
10 executions
$10K per
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eMarketing inc.
Syndication ROI – the Numerator
Factor
Measurement
Branded exposure
Partner Site visitation / Page Views
Opt-in database growth
# of customers who opt-in via partner site
Value exchange
What you can negotiate for your content
Sales growth
Content impact on partner site/store sales
Competitive Advantage
First mover / blocking competition
Information Distribution
Digital distribution may cut costs (e.g. paper)
Side Benefits
Forced us to organize digital assets
Intangibles
Now viewed as a “preferred partner”
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eMarketing inc.
Best Practices
Review partner sites – can their visitors benefit from what you’re content?
Be realistic about your opportunities – how many partners will you approach?
Content must be value-added – brand “commercials” only don’t work
Be flexible – each partner wants something a bit different.
Make your Syndication platform templated and database driven – no static content
Build in a refresh strategy to your offering – lock in long term partnership and change the
message (seasonal themes etc.)
-Key Sales periods
Make someone who understands it responsible/accountable for sell-in.
Make it easy for the partner to execute – No hassles for the partner site.
If you control the display of the content – make sure it’s reliable - 100% “up-time”
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eMarketing inc.
Thanks! Questions?
www.emarketinginc.com
Scottsdale, Arizona
480.367.1577
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