131210 contently-3 millionstory-v4

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How Contently ( a tech company) made huge profits from a print magazine

Transcript of 131210 contently-3 millionstory-v4

  • 1. Prints Not Dead how contently ( a tech company !) made huge profits from a print magazine1

2. MeetWe provide talent and tools to help brands become publishers.2 3. Our StoryThis is the story of how we used our own product to publish a beautiful print magazine and how it drove huge profits to our business.3 4. March 6: The IdeaWith Contentlys Social Content Summit approaching, we decided the best way to introduce potential clients to our core product was to put it in their hands. And so the idea for Contently Quarterly was born. The conference was 3 weeks away.4 5. March 7-8: The TeamAt the time, Contently was a company of 15 people only one of whom had any publishing experience. We needed an editorial team STAT.5 6. March 7-8: The TeamWithin two days wed culled a freelance team of 12 journalists, an editor, and an editorial designer from Contentlys pool of over 30,000 creatives.6 7. March 9-10: The CalendarWorking with the managing editor, Contently put together a 22-story editorial calendar. Those stories were then assigned out to the team of journalists.7 8. March 10-17: Content CreationThe writers scoured the globe for sources, whipped up brilliantly written paragraphs, took photos, and wrote their hearts out.8 9. March 10-17: Content CreationContentlys HQ team used their own workflow software to answer questions, field pitches, and manage deadlines.9 10. March 18-20: EditThe managing editor feverishly dotted is, crossed ts, requested revisions and deleted Oxford commas.10 11. March 20-23: DesignOnce the stories were completed, edited and approved, the editorial designer got to work.11 12. March 24-26: PrintDesign approved, the magazine was shipped to the printers for a 10,000 issue run.12 13. April 3-4 (and beyond): DistributionContently handed out 300 copies at its conference, sent another 50 to relevant press contacts, and distributed the remaining magazines to marketing departments and agencies across the Fortune 2000.13 14. April 3 to September 1: TrackingContently tracked 4 separate groups of magazine recipients.14 15. April 3 to September 1: Trackingopportunities People who were already interested in the companyleads People who had heard of Contently but werent considered ready for salesprospects Potential customers who werent yet engagedpress 15 16. Q2-Q3 2013: The ResultsThe magazine introduced Contently to new prospects, who became clients in the amount of: $250,000.16 17. Q2-Q3 2013: The ResultsIt also helped Contently close $600,000 worth of deals that were already in the pipeline.17 18. Q2-Q3 2013: The ResultsTogether, those deals will generate approximately $1,800,000 in income for Contently writers over the next year.18 19. The cost?printing $15,000 content $5,000 edit $2,500 + design $2,500 total: $25,00019 20. The ROIThe return on our investment: 10x on new business 4x on Contentlys 2 existing pipeline...20 21. In Summary magazine production cost$25,000new dealsclosed pipeline$250,000 $600,000roi writer income (estimated)newpipeline$1,800,00010x24x 21 22. ... and one happy company.contently.com @contently