1. How to
Leverage Content
to Increase Revenue
Laura Pastore

2. Ways to Leverage Content
o Collaborate
o Expand Product Lines
o Exploit Existing Products
o Create Accompanying Products
o Customize Existing Products

3. Collaborate
• Look at existing products and services
• Find something that complements your product
• Pool resources
• Can move company in a new direction and opens
company up to new markets
• Share the expenses
• Double the marketing

4. Lonely Planet
o First travel book was published in 1973
o Throughout the 1980s and 1990s, published travel
guides, including regional and city guidebooks,
for around the world
o Then expanded to thematic guidebooks.
o photography, food guides, language guides, travelogues and walking
guides
o Have now become a travel destination site

5. Have now

15. Expand Product Lines
• Provide accessories or services that complement
the original product
• Capitalizes on reputation
• Creates a comprehensive experience for customers
• Builds sales
• Creates a coherent, stronger brand identity

16. National Geographic
• First published in 1888
• Transformed from a scientific journal to a
magazine featuring exclusive photographs
• Became famous for its maps, after it provided a
supplemental map in its magazine in 1918 for
overseas military personnel and soldier's families
• Television channel launched in 2001
• Store opened in 2008

24. Exploit Existing Products
• Use the same products, however promote them
through various outlets
• Adjust the content to meet the needs of the
different avenues
• Caters to the needs of all potential consumers

25. Hay House Publishing
• Founded in 1987, when Louise Hay self-published
two self-help books- Heal Your Body and You Can
Heal Your Life
• Publishes books, eBooks, audio books and videos
o Self-Help, Sociology, Philosophy, Psychology, Alternative Health, Food and
Nutrition, Finance, Education, Business, Astrology and New Age
• Launched internet radio station in March 2005

33. Create Accompanying
Products
• Use the core features of the product and expand
the content
• Must be different enough that it encourages fans of
the original product to purchase the new product
• Unique attraction that draws consumers

34. Wonders of the Universe
• 2011 television series produced by BBC, Discovery
Channel and the Science Channel
o First aired in the UK in March
o Aired in the United States in July
• Hosted by physicist Prof. Brian Cox.
• Harper Collins released an accompanying book in
March 2011
• App released March 2012

35. Customize Existing
Products
• Use existing products, and adjust them so they are
unique to the marketplace
• Cannot be found anywhere else
• Carry greater value that mass produced products
• Shifts the focus from price to benefits
• Increases customer loyalty

36. Chronicle Books