Paywall strategies - Jeremy Phillips

Jeremy PhillipsCo-Founder and COO, StrategyEye

Hybrid, Registration and Freemium Models

StrategyEye www.strategyeye.com

By way of introduction ..

StrategyEye powers niche intelligence services, usually with a freemium model, up to high ticket subscription levels


By way of introduction ..

Own label and partner offers in any industry or topic area

MARINE

SUSTAINABILITYWIND FARMS

DEFENCE

HEDGE FUNDS SENSEX OUTSOURCING

AEROSPACE MINING RETAIL

• New Contracts• New M&A Deals• Boeing stories• Airbus stories

How would you like your digital content?

“Everything in one place, ordered the way I want it”

Entities

Topics

Categories

Regions

NewslettersPersonalised Alerts

Original Content

Global Trusted Sources

The First Place I Look

First Port of Call


What are you prepared to pay for?


“It had better be good ..”

Basic News

Focussed News

Hard Data

Workflow

Original Comment

Deep Analysis

• Right Structure• Right Functionality

(a quick detour into “structure”)

Describing a coherent world at the right level of detail ..

(a quick detour into “structure”)

.. and picking out the things that the audience needs to engage with

Industries / Categories

Biotech

Solar Photovoltaic

Mobile Social Networks

Regulators

Topics

Private Equity

M&A

Sustainability

Partnerships

Product Innovation

. . .

. . .

Entities

Executives

Wind Farms

Indices

Companies

Brands

. . .

Location

Europe

UK

Northern England

Manchester

. . .

Levels of Comment

Lead News

Other News

. . .

Feature

Endorsed

Where are the pricing resistance levels?


.. hundreds and thousands ..

Workflow

£’000s

£’00s

FREE

“Where I make decisions”

“My preferred source”

“One of my sources”

How does the content fit in?


Getting the mix right

Workflow

£’000s

£’00s

FREEBasic News

Focussed News

Hard Data

Deep Analysis

Original Comment

Proprietary content is expensive ..

.. so you match it to the audience’s interest levels

MostInteresting

LeastInteresting

Audience Usage Metrics

Opinion-Former Attention

What about the functionality?


Tiered functionality for a tiered offer

Basic News

Focussed News

Hard Data

Workflow

Deep Analysis

Original Comment

£’000s

£’00s

FREE

Analysis Tools

Reporting Tools

Structured View

Personalisation

Importance of some free

Free content is the best SEO strategy


Original Commentand Analysis üüüü üü

ü ü

RecommendedArticles

OriginalNews

FilteredArticles

Importance of some free (cont’d)

Viral content brings in the punters


• Visitors• Followers• Prospects


Structured free content drives quality advertising …


SiteSponsorship

FeaturedCompanies

TopicSponsorship


… and upsell to paid


How do you sell?

Do you have the right team?


Workflow

£’000s

£’00s

FREE

Relationship sell

Light touch

Ad (sponsorship) sales

THANK YOU!

[email protected]


Technology

Paywall strategies - Jeremy Phillips