The True Story of Our Journey to the Core Linda Longton Senior VP, - - PowerPoint PPT Presentation

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The True Story of Our Journey to the Core Linda Longton Senior VP, - - PowerPoint PPT Presentation

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April 30, 2019 The True Story of Our Journey to the Core Linda Longton Senior VP, Content & Audience 3 Randall-Reilly Print is dead!!! 4 Randall-Reilly Print is dead!!! 5 Randall-Reilly Print is dead!!! 6 Randall-Reilly We needed

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Linda Longton

Senior VP, Content & Audience

The True Story of Our Journey to the Core

April 30, 2019

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Print is dead!!!

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Print is dead!!!

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Print is dead!!!

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We needed a silver bullet

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We tried digital magazines

Survey says: Digital readers highly engaged with advertisers

Why digital magazines don’t have to suck! Digital magazine readers rely less on print – really!

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And came up short….

Projection Reality

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And native advertising

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Still not the answer….

Projection Reality

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Pivoted to video

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Um, nope….

Projection Reality

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Surely newsletters would do it!

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Better, but still….

Projection Reality

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The Silver Bullet

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How does media stay relevant?

The million-dollar question:

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The million-dollar question

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Legacy media

Trucking Construction

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2007 2015 2019

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Media and Events Digital Data

Revenue Mix Transformation

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How does media stay relevant?

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Print Circulation Digital Audienc e

Market Insights

Media

Mapping media relevance

Data

Qualified Contacts Some emails Cookies/Impressions

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How does media align with our corporate strategy?

We connect our clients with custom audiences built by data.

Behavioral Data

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Contact-Verified Data

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Firmographic Data

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Audience Built by Data Randall-Reilly Clients Randall-Reilly Data Custom Audiences

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Shift in traffic sources

41% 12% 38% 51% 12% 30%

Search Social email 2017 2019

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50% to 60% of traffic

Capitalize on strong search

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Dive deep into search

How to

15%

Test drives

17%

Pain points

32%

New products

11%

Key words

9%

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Who are we trying to reach?

Persona Builder

  • Titles
  • Characteristics
  • Skillsets required
  • Job description
  • Professional goals
  • Personal goals
  • Pain points
  • Topics of interest
  • Existing content
  • Content needed
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Could this really work?

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Case Study 1: Used truck glut

Pain Point

  • Glut of used trucks
  • Top concern for more than

50% of dealers

  • 72% cite falling vehicle

values

Align With

  • Randall-Reilly dealer data

product

  • Need to expand/enrich dealer

decision-maker audience 2

Content Plan

  • SOLD! downloadable eBook
  • Successful Dealer audience
  • Digital, newsletters, social

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Marketing Plan

  • Newsletter, on-page text ads
  • Facebook campaign to

custom dealer audience

  • Downloaders get drip email

4 1

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Case Study 1 Results

  • 900 eBook downloads
  • 24% qualified leads
  • Attributable data product sales
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Case Study 2: The Driver Deficit

Pain Point

  • Shortage of qualified

drivers

  • Near 100% turnover rates
  • Robust freight market

Align With

  • Randall-Reilly digital and data

recruiting businesses

  • Need to expand/enrichen

fleet executive contacts 2

Content Plan

  • Three-part series in CCJ

magazine

  • 100,000 print circulation
  • Digital, newsletters, social

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Marketing Plan

  • Multi-channel campaign
  • Creative tied to pain point
  • Proprietary research as

download 4 1

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Case Study 2 Results

  • More than 2,000 downloads
  • 28% converted to leads
  • 18 million impressions
  • 8x ROI
  • Neal Award Winner – Best Series
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It worked! So now what?

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Audience-building roadmap

Combine Audience and Editorial Teams

Create Personas

  • Titles
  • Demographics
  • Pain points

Redesign Websites

  • SEO friendly
  • Capture

audience

Engage CDP

  • Track behaviors
  • Simplify

campaigns

Form-Gate High Value

  • Research
  • eBooks
  • White papers

Develop Content

  • Meets needs
  • Solves pain

points

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Print Circulation Digital Audienc e

Market Insights

Media

Mapping media relevance

Data

Qualified Contacts Some emails Cookies/Impressions

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Print Circulation Digital Audienc e

Market Insights

Media

Mapping media relevance

Data

Qualified Contacts Target emails Enrichen Contacts Demonstrate Intent Additional Data-Gathering Bucket Cookies/Impressions

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Media-data partnership

  • Ongoing data-driven journalism
  • Print and interactive digital
  • Grand Neal Award Winner
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What we learned

  • Forget the silver bullet
  • Stick to your core
  • Know your audience
  • Deliver the high-value content they demand
  • Have fun!
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How does media stay relevant? High-value content = High-value audiences

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Cheers!