UKNM: RE: Content Partnerships

[John Braithwaite]

Hi


Just to add a little (OK - a lot!) in here as we have spun the

'content/partnership deal' several ways this year....

We are a merchant as well as a content provider

(http://www.thegoodbookguide.com) - an interesting combination and working

very well at the moment: reviews, news, interviews and features on books

written by authors and editors in the book industry (rather than marketing

'noise'!!). Our reviews are very well received in the industry and many of

our competitor book sites (not to mention any names - but generally the

larger ones that add quotes from magazines / papers to enhance their content

on books) actually use quotes from us to promote their products (we like

seeing our name on their sites ;-).


Initially - make sure that you have the copyright of all your content and

permission to market it from all of your reviewers.


First rule of thumb - if they approach you, then they want it. Forget about

comments about 'talking to other companies' - they have called you because

they want to deliver what you have to their subscribers.


If they are a small site then they are probably not going to pay to have the

content therefore ask for active links to the pages/product and your brand

(logo!) to be displayed prominently and offer some kind of lowered (from

your norm!) revenue share to encourage them to promote your brand.


If they are a big site then consider very carefully what you want out of it:

- Sales?

- Page Impressions?

- Awareness/Branding?

- All of the above?

Our content has opened a few interesting doors and allowed (generally) to

have one of these two:

- Branding, links, advertising and revenue share with large websites WITHOUT

paying a penny up front.

- Guaranteed revenue for selling content. [Remember that if you have the

copyright the site is obliged to credit it to you - so you will also get

some awareness as well as guaranteed income (which is nice!). Oh - and make

sure that next to the copyright symbol they have your 'dub dub dub' address

(not company name!)].


Most of all, don't undersell yourself. Last year was B2C, this year is B2B,

next year will be the year of Content - people are realising that to turn

visitors into repeat visitors they need to offer real, interesting,

informative, digestible CONTENT. There are too many me-too sites out there -

many are realising what content can do for them.


Finally, do not sign ANY exclusivity agreement for supply of your content

unless you have been given a stack of cash. If your content has value, then

realise it - if a site wants exclusivity then they really value your content

and should pay likewise.


Sorry about the length of this email!


John B



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