Posted in Online Publishing Strategy	July 11, 2008

Download our complimentary report today and learn how to compete with today's top publishers by using the most profitable seven online publishing secrets.

About five years ago, we began to study and discover precisely what Internet marketing strategies work best—what techniques and practices distinguish the most successful online publishing companies from the mediocre and those that fail.

In our research, we found that every successful online publisher had seven strategies in common:

Online Publishing Secret #1: Editorial Strategy
Choose and Leverage the Right Content Platforms for Your Audience

In this rapidly evolving online publishing world, where the consumer is in control and has more information product options than ever before, publishers need to offer multiple media platforms to remain competitive. Top B2B and B2C online publishers are using the Internet to sell traditional information products, like magazines, newsletters and books, plus add new high margin products such as webinars, membership websites, downloadable books and other media platforms to build loyal customer relationships.

Online Publishing Secret #2: Business Strategy
Choose the Best Online Business Models for Your Market

While most publishers launch a single website to meet unclear goals, successful online publishers understand that there are 12 discreet business models and launch a website network, capitalizing on at least 3 or more of those business models.

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Online Publishing Secret #3: Keyword Strategy

Choose the Right Keywords To Drive Website Traffic

Brainstorm the 1500-2500 keywords that your users will use the most to search for the content that you have. Quantify the search activity that is happening every day for each of your targeted search terms. Analyze the search engine competition and use that data to isolate keword phrases that can vault your website onto page one in a matter of days. The Web's most profitable publishers are using Google visibility reporting to methodically manage search engine exposure for their websites.

Online Publishing Secret #4: Website Strategy
Create Websites that Convert Visitors to Subscribers

While most publishers allow designers to create complex and complicated sites that the average user can't begin to navigate, knowledgeable publishers understand that there are only 12 webpage templates that will carry 99% of the page views for their websites. These publishers not only understand that there are clear best practices for these 12 templates, but that these 12 templates are where all of their research, analytics and testing efforts should be centered. While the industry average for Web conversion rates is by far less than 1 percent, publishers who understand these 12 templates routinely generate conversion rates in the 3-5% range.

Online Publishing Secret #5: Email Strategy
Choose the Best Email Contact Strategy to 
Maximize Customer Lifetime Value

Successful publishers understand that their websites exist primarily to build customer loyalty - but they also understand the Web's role in increasing their most valuable asset– their active email database. For these publishers, email can generate 60 to 80 percent of all their revenue. You should be using email newsletters to build customer relationships and maximize customer lifetime value.

Online Publishing Secret #6: Organizational Strategy
Organize and Integrate Online and Print Publishing Teams

While most publishers continue to load more responsibilities onto their exiting print staff and require them to learn new skills, those in the know are hiring dedicated writers, marketers and technical staff to run their online business units. These same publishers know how to integrate their print and online teams to leverage editorial assets, cross promote print, Web and email circulation and create advertising synergies for sponsors who are demanding multiplatform marketing solutions.

Online Publishing Secret #7: Reporting Strategy
Manage by the Numbers and Maximize Online Revenue

While many publishers find themselves lost in a pile of numbers generated by Web analytics, email analytics and competitive tracking services, profitable online publishers understand the concept of management by exception. They isolate and track a handful of operating statistics using a Key Metrics Dashboard that lets them sleep at night and alerts them to problems and opportunities in their online business.

Our (free) special report Seven Online Publishing Secrets—Using the Internet to Transform Your Special-Interest Publishing Brand into a Multiplatform Media Empire resulted from five years of in-depth research into the experiences of hundreds of highly successful (and not-so-successful) online publishing companies. A team of 20 seasoned Internet veterans— writers and reporters like you—cataloged case studies of websites and interviewed dozens of online publishing company executives to find out (and verify) what Internet marketing strategies really succeed.

If you want to learn more about these Seven Online Publishing Secrets, download the report today (it's on us)!