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

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 a silver bullet

We tried digital magazines Why digital magazines don’t have to suck! Survey says: Digital readers highly engaged with advertisers Digital magazine readers rely less on print – really! 8 Randall-Reilly

And came up short…. Projection Reality 9 Randall-Reilly

And native advertising 10 Randall-Reilly

Still not the answer…. Projection Reality 11 Randall-Reilly

Pivoted to video 12 Randall-Reilly

Um, nope…. Projection Reality 13 Randall-Reilly

Surely newsletters would do it! 14 Randall-Reilly

Better, but still…. Projection Reality 15 Randall-Reilly

The Silver Bullet 16 Randall-Reilly

The million-dollar question: How does media stay relevant?

The million-dollar question 18 Randall-Reilly

Legacy media Trucking Construction 20 Randall-Reilly

Randall-Reilly Revenue Mix Transformation 2007 2015 2019 Media and Events Digital Data 21 Randall-Reilly

How does media stay relevant?

Mapping media relevance Media Print Digital Circulation Audienc e Some emails Qualified Contacts Cookies/Impressions Market Insights Data 23 Randall-Reilly

How does media align with our corporate strategy? We connect our clients with custom audiences built by data. Randall-Reilly Clients Randall-Reilly Data Custom Audiences 1 2 3 Firmographic Data Contact-Verified Data Behavioral Data Audience Built by Data 24 Randall-Reilly

Shift in traffic sources 2017 51% 2019 41% 38% 30% 12% 12% Search Social email 25 Randall-Reilly

Capitalize on strong search 50% to 60% of traffic 26 Randall-Reilly

Dive deep into search How to Key words 15% 9% New products 11% Test drives 17% Pain points 32% 27 Randall-Reilly

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 28 Randall-Reilly

Could this really work?

Case Study 1: Used truck glut 1 2 Align With Pain Point • Randall-Reilly dealer data • Glut of used trucks product • Top concern for more than • Need to expand/enrich dealer 50% of dealers decision-maker audience • 72% cite falling vehicle values 4 3 Marketing Plan Content Plan • • Newsletter, on-page text ads SOLD! downloadable eBook • • Facebook campaign to Successful Dealer audience custom dealer audience • Digital, newsletters, social • Downloaders get drip email 30 Randall-Reilly

Case Study 1 Results • 900 eBook downloads • 24% qualified leads • Attributable data product sales 31 Randall-Reilly

Case Study 2: The Driver Deficit 1 2 Pain Point Align With • • Shortage of qualified Randall-Reilly digital and data drivers recruiting businesses • • Near 100% turnover rates Need to expand/enrichen fleet executive contacts • Robust freight market 4 3 Marketing Plan Content Plan • • Multi-channel campaign Three-part series in CCJ magazine • Creative tied to pain point • 100,000 print circulation • Proprietary research as • download Digital, newsletters, social 32 Randall-Reilly

Case Study 2 Results • More than 2,000 downloads • 28% converted to leads • 18 million impressions • 8x ROI • Neal Award Winner – Best Series 33 Randall-Reilly

It worked! So now what?

Audience-building roadmap Combine Audience and Editorial Teams Create Redesign Engage Develop Form-Gate Personas Websites CDP Content High Value • • • • • Titles SEO friendly Track behaviors Meets needs Research • • • Demographics • • Solves pain eBooks Capture Simplify • points • Pain points White papers audience campaigns 35 Randall-Reilly

Mapping media relevance Media Print Digital Circulation Audienc e Some emails Qualified Contacts Cookies/Impressions Market Insights Data 36 Randall-Reilly

Mapping media relevance Media Print Digital Circulation Audienc e Target emails Enrichen Contacts Qualified Contacts Demonstrate Intent Additional Data-Gathering Market Insights Bucket Cookies/Impressions Data 37 Randall-Reilly

Media-data partnership • Ongoing data-driven journalism • Print and interactive digital • Grand Neal Award Winner 38 Randall-Reilly

What we learned • Forget the silver bullet • Stick to your core • Know your audience • Deliver the high-value content they demand • Have fun! 39 Randall-Reilly

How does media stay relevant? High-value content = High-value audiences 40 Randall-Reilly

Cheers! 41 Randall-Reilly