Posts Under: Kathryn Hamilton

How Crisis Resource Hubs Are Growing Readers and Revenue

Putting COVID-19 resource sections prominently on your site and in front of any paywall you might have seems to be a win-win-win proposition at this point. On Saturday Stephanie Williford, CEO of SIPA member EB Medicine, posted this on the Discussion Forum in response to an article about a subscription jump at Wired.   "We put our COVID content in front of the paywall on March 3rd and have seen an explosion in website traffic (153% increase) and a modest increase in subscriptions (9%) since the same time period last year," wrote Williford. "We're pretty happy with that all things considered—particularly since our customers (emergency physicians) are the ones on the frontlines managing this crisis. (They certainly have much bigger things to worry about right now than subscribing!) We also think the goodwill and brand awareness we're generating now will pay off in the long run. Plus, like the article below says, it was the right thing to do."   So ...


Earn Goodwill, Find Your Expertise and Be Creative to Prosper in This New Normal

I just heard Kathryn Hamilton, vice president for marketing and communication at NAIOP (the Commercial Real Estate Development Association), speaking about something common for publishers now—their COVID-19 website resource. She said their FAQ page has received a tremendous amount of traffic—and saved staff time—as have their webinar listings. What I found particularly informative is a call for speaker expertise they did.   "We wanted to hear from experts," Hamilton said. "So we went to our membership with a list of topics and said, 'If you are an expert on this topic, we want to hear from you,' and we've gotten a great response."   It was just one example this week of publishers (and entertainment entities) adapting content-wise to our new normal. Pretty much everyone is home. Besides the obvious, what that means is key people might be more available to speak and contribute who normally would not be.   What else might your aud ...