I was quoted in Digiday for an interesting article about Morning Brew, a highly successful standalone newsletter-as-a-business. It’s a mystery to me why more publishers don’t wake up to the potential of high quality newsletter products. If Morning Brew, theSkimm, and theHustle can generate millions of dollars with just a handful of employees and a direct sold ad model, why is this opportunity commonly overlooked by larger publishers with vastly more resources?
I was quoted extensively in an ANA article (Association of National Advertisers):
“I’ve seen many B2B marketers over-engineer around data and analytics, ending up with their shoelaces tied together,” Sibson says. “The best investment of time and energy for B2B marketers is a strong segmentation strategy, backed by rigorous qualitative research. Aim to have five to 10 clearly defined segments, or personas, for your prospects, and use data and analytics to bucket them as quickly as possible in order to get them into the right messaging stream.”
Read the full article here (registration wall):
Email is a your primary identity on the Internet, one that you carry with you for life. It is the first thing you set up on your new phone or computer, and for website owners the most effective way to reconcile 1st party data. What does this mean for publishers? Find out in my article in Publishing Executive:
I was interviewed for Martech’s TechBytes series, touching a wide range of topics from email as identity, GDPR, to CMO budgeting.
Getting down in to the tactics of email address capture in my byline on State of Digital Publishing:
I outline the basics of best practice techniques, and the implications of GDPR for email capture.
Browser Push hasn’t generated much hype recently, but given the now universal support across browsers and devices, it will. Publishers should be highly motivated to diversify their channels away from Google and especially Facebook, and browser push is a great complement to email. Browser Push is an additional direct channel that you own, can reach your audience at a time of your choosing, and literally buzz their pockets.
Browser Push can be highly effective if done right, but is easy to screw up. Read my article in Publishing Executive to learn more.
There is a macro-trend in publishing towards Pay Walls, which are a fundamental departure from the advertising business model in that audiences pay directly for the content. This model won’t work for every publisher, and the rule of thumb is that your content must be differentiated and high quality for it to work. So when the quality is mostly behind the paywall, how do you actually get readers to convert? There’s a chicken and egg problem here: users won’t convert without seeing the value, but the value is behind the paywall. I addressed this topic in my first guest post at Martech Series.