November 09, 2016 by Ronn
SIIA member ALM recently joined the everyday a.m. publication club with its new Morning Minute, available to subscribers of their content portals. I found it interesting that their daily content category names are a little playful: What You Need to Know, While You Were Sleeping and What You Said.
Of course, that's nothing next to The Skimm, a morning news product geared to a younger set. Their "categories" include: Go Time, Repeat After Me..., Skimm the Vote, One. More. Day., Gas Pains, and Take a (Price) Hike.
It's Election Day so names matter. Here are six politically named marketing tips that I've collected of late:
1. Term limits - shorter might be better.
Coursera, the online education platform, recently announced that they are now offering Specialization subscriptions—"a new payment model that allows you to purchase access to all content in a Specialization on a month-by-month or annual basis, so that you're paying only for the amount of time you need to learn the material and earn your Certificate."
2. Lobbyists - offer subscription options.
Last year I wrote about Columbia Books & Information Services' Lobbyists.info, a subscription product they started offering on a monthly basis. "It has been successful, and many of our monthly subscribers upgrade into annual subscribers," Brittany Carter, director of sales & marketing, told me then. "We've considered doing it with our other database product, AssociationExecs.com, but decided against it because that is a tool people use for prospecting... Lobbyists.info, on the other hand, is a research product so the model works better there."
3. Approve these messages - don't have preconceived notions for podcasts.
Podcast recordings seem to be gaining new listeners and formats each week. And why not? They're fun and informational, and you can listen anytime, anywhere. They also don't have to be a set time length. They just need to be effective for your audience. Spidell Publishing does a California Minute podcast each week that goes for about 3 minutes. Doing one might not be that notable, but if you can keep at it, then the archives look quite impressive—as theirs does.
4. The complete picture – photos and bios can add a lot.
Another member, Annona Enterprises, sponsors their own CEO Exclusive Radio podcast which featured SIPA member EB Medicine earlier this year. Soyini Coke (pictured on right), principal of Annona, hosts the impressive weekly show. (Check their archives.) The lengths of these podcasts vary between 23 and 35 minutes. They add nice biographies of the people that Coke interviews. There are also great photos of Coke and her guests. Even though the content is the thing here, the photos really pump it up.
5. Issue-oriented - tie a quiz to a specific event or need.
Some companies choose a quiz as a webinar promotion to show that you don't know the subject well. The National Archives in Washington, D.C., recently chose to tie their quiz to a popular movie. You can take the quiz here. It's called National Archives or National Treasure? "[The movie is] still the first thing on many visitors' minds when they come [here]," their site says. "However, the film got a few things wrong..." After answering the six questions, you're asked if you want to share your results on social media. Maybe I will the next time I take it when I know the answers. Then you're asked to donate $17.76.
6. Stump speech - be creative with your wording.
Always think benefits. I'm seeing less and less of "Yes, sign me up" and "No thanks" and more and more of benefit-oriented responses like:
- Yes I want the insights of this report.
- I'm not interested in improving.
- I want to hear the latest business interviews.
- I'm in! I'll join your community.
- No, I don't want to improve.
- Join thousands of others who want to sell more.
- Get the best of (your niche) in your inbox.
- I want to stay uninformed on this topic.
And last but not least...
Let's try waking up together (theSkimm, of course).
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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…