Driving Engagement from Content by Maximizing Customer and Content Value

Learn how to identify and unlock revenue opportunities though a step-by-step approach focused on measuring customer value and using content strategically to drive reader engagement.

News businesses are increasingly embracing customer-first strategies and prioritizing depth of engagement with content over reach. For most companies, turning this strategic objective into tactical action is often easier said than done as it’s hard to know where to get started. We’ll share our step-by-step approach to helping editors, newsroom managers and senior leaders drive engagement by maximizing the value of their most important product – their content.

Our approach to driving value from content involves two complementary, analytical disciplines: Content Economics and Customer Value. We’ll explore these two lenses by teaching attendees how to map revenue sources to customer groups (including plotting an average revenue per user curve) and align those revenues to customer actions and commercial value. Attendees will leave with a methodology for optimizing content-related decisions that they can take back and teach to their organizations.

We’ll also highlight how news companies we’ve worked with, like News Corp, the Wall Street Journal and Conde Nast, have approached driving engagement and the results they’ve seen. In addition to these real-life examples, we’ll bring in insights from our recent report “Membership Economics and Media”, which explores how different media sectors can learn from each other to diversify and increase revenues. The result is a session packed with value for attendees that in turn will help them drive value for their businesses.

Suggested Speaker(s)

  • Sam Jordan
    EVP, Manifesto Growth Architects
  • Jas Sidhu
    Vice President, Manifesto Growth Architects