http://www.biztegra.com: Few industries are facing more marketing challenges than the publishing industry. Getting your books found, convincing browsers to purchase, and using the right mix of channels to drive discovery and revenue has become harder and harder, but the opportunities are also becoming larger and larger. There are three areas that publishers should be focusing on that will impact discoverability and revenue: Create a modern, responsive, SEO optimized website that uses the latest techniques (some that are specific to the publishing industry) to drive search results, discoverability, and REVENUE Leverage the great audiences your authors are building across their online and social platforms to drive revenue across all of your books, both front and back list. Get out of the habit of marketing a book just when it launches by creating a hub and spoke marketing system that uses the natural cadence of your publishing to drives content marketing. And we'll show you how to do all this. Learn how these three strategies have been used by other publishers to dramatically increase DISCOVERABILITY & DRIVE EVER INCREASING REVENUE.

1. IN THE PUBLISHING INDUSTRY
ENGAGEMENT & REVENUE
DRIVING DISCOVERABILITY

2. Go ahead and follow me.
I’ll wait.
@murrayiz
Murray Izenwasser
Strategy Practice Lead, Founder,
Biztegra
Murray@biztegra.com
561.452.2662
www.linkedin.com/in/murrayiz/

3. Change is Good (?)
Your Product
Awareness &
Discoverability
Purchase and
Consumption
Distribution
Publication
Models

4. Driving Discoverability
and Revenue
CADENCE
& CONTENT
AUTHOR
AMPLIFICATION
MODERN
WEB SITE

5. #1:
Creating
a Modern
Web Site

6. Marketing Landscape

7. It’s (Still) All About Your Site

8. On-Page SEO
Structured Data and Authorship
Responsive Design
Catalog, Cart, & Checkout – multi device
Email Registration
Social Integration
Author Engagement
Content
User Centric Navigation
Website - Considerations

9. “Standard” SEO Items
Optimize Titles & URLs
Meta: Description
Headings
CSS
Images & Multimedia
Domain Information
URLs / Structure
Keywords
Long Tail
Content
Internal Links
Website – On-Page SEO

10. Publishing Specific
1. Use Structured Data
• www.schema.org
• http://www.google.com/webmasters/tools/richsnippets#
2. Set Up Authorship
Website – On-Page SEO

11. Structured Data & Authorship

12. Responsive Website?
Not Responsive!

13. Responsive Website?
Not Responsive!

14. Responsive Website?
Kinda!

15. Responsive Website!
Responsive!

16. Responsive Website
• Responsive Web
Design (RWD)
• Dedicated Mobile
Site
• RESS
http://sixrevisions.com/design-showcase-inspiration/responsive-webdesign-examples/
http://sixrevisions.com/mobile/methods-mobile-websites/

17. Why A Responsive Website?

18. Why A Responsive Website?

19. On-Page SEO
Structured Data and Authorship
Responsive Design
Catalog, Cart, & Checkout – multi device
Email Registration
Social Integration
Author Engagement
Content
User Centric Navigation
Website - Considerations

20. #2: Author Amplification
Flickr.com/Savara

21. Author Platform ??

22. Authors’ Platforms !!

23. Amplifying Your Authors

24. Amplifying Your Authors

25. Amplifying Your Authors

26. Amplifying Your Authors

27. Amplifying Your Authors

28. #3: Cadence & Content
flickr.com/ jenny downing

29. Cadence

30. Content

31. Video and Search
What 1 Little
Video Can Do…

32. 1

33. After60Minutes…
1
3
2
4
5

34. 1
3
2
4
5
After5Hours…
6

35. 1
3
2
4
5
After7Hours…

36. After24Hours… 1
3
2
4
5
6

37. After24Hours…
1
3
2
4
5
6
7

38. “Author Video” Generation Results
~ 140 videos
39,000 video views
(YouTube)
Sales directly attributable to YouTube
(Direct & Assisted)

39. Driving Discoverability
and Revenue
CADENCE
& CONTENT
AUTHOR
AMPLIFICATION
MODERN
WEB SITE

43. Education · Strategy · Development · Engagement
BIZTEGRA
West Palm Beach, Miami, Buenos Aires
Solutions for the Social Web

44. Iconic
Brands
Growing
Companies
Start-ups

45. Publishing Industry Experience

46. Murray Izenwasser
@murrayiz
Murray@biztegra.com
561.452.2662

47. Questions?
Flickr / meddygarnet

48. www.biztegra.com
561.452.2662