Info product marketing in 2015 is about learning new ways to distribute and monetize content so that you can reach incremental buyers and leads on platforms that offer a large number of engaged users who are there for one reason: to buy premium content. These high-growth content monetization platforms, such as Amazon Kindle, Audible or Udemy, are also ranked well in Google and have their own distribution channels. Above all, their algorithms are built in a way that rewards network effect – every additional user brings a lot of value to your business.
Matther Cappala helps you discover how to:
Differentiate your content using the ‘infotainment’ product design strategy
Design a winning info product go-to-market plan to use the ‘spider method’
Leverage high-growth content monetization platforms, such as Amazon Kindle, CreateSpace, Audible, Udemy, Skillskare, Fedora, and more
Build a long-lasting info product brand and extend it’s life-cycle by repurposing content into various formats, including Kindle, audio, and paperback books or online courses.
Scale the distribution of your info product to reach fragmented audiences on the Web
Leverage your existing platform, including website, blog traffic, and social media community to launch your info product
Build an info product funnel that fits into your overall marketing mix
The Building Blocks of a Successful Info Product Brand
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2. 2
10+ Years Internet Marketing & Entrepreneurship Experience
Founder of SearchDecoder.com & Alphametic
Adj. Prof at NYU
Author of Amazon-Bestselling “SEO Like I’m 5”
International Speaker, Trainer & Growth Consultant
Formerly Head of Search & Inbound Marketing (the Americas) at Lowe Profero
Results for: Western Union, Apple, LG, Prudential, Dell, Hilfiger & many Startups
!
Matthew Capala @SearchDecoder
3. 5
Content marketing & SEO enabled me to create opportunities I wouldn’t have had otherwise
The magic of content marketing
5. 8
AGENDA
1. The new lay of the land
2. Building info product
strategy
3. Content monetization
engines
@SearchDecoder
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23. #1 Amazon
#2 Amazon
#3 Social
#4 Social
#5 Blog
#7 Udemy
#8 Podcast
#9 GoodReads
#10 HufPost
#6 Blog
Info product marketing in 2015 is about distribution
32. Tons of Free ContentYou Could Charge For
Converting Traffic into Audience & Community
Ebooks,Webinars, Events for Lead Generation
Small Price Products (Kindle, Books)
Higher Price Products (Online Courses)
Services (Paid Speaking,Training, Consulting)
80%
10%
5%
4%
0.9%
0.1%
$
$$
$$$$$$
The building blocks of content monetization funnel
33. Traditional info product strategy
Creation
Marketing
Launch all at once
Hope for passive income stream
36. The Spider Method: build info products w/ a built-in users
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Start with the end goal
Work backwards
Book table of contents = editorial
calendar = workshop/webinar =
online training
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37. Play to your strengths
1. Book Outline
2. Blogging
3. Book
4. Deck
5. Online Course
1. Deck
2. Online Course
3. Book Outline
4. Transcribe videos
5. Blogging
6. Book
Writer Presenter
38. Notes on content
1. Credible testimonials
2. Personal stories
3. Examples
4. Tips & strategies
5. Case studies
6. In-text resources
7. Online resources
8. Interviews & quotes
9. Calls to action
10. Bonus offers
40. Fiverr: Crowdsource book images for $5
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Be very specific with what you want, provide clear instructions
Leave little room for creative interpretation
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46. How to optimize for content monetization engines
User Growth
Product Use
Revenue
Reviews
Free offer during launch, attract early users at all cost
Encourage product usage through message boards and content
Drive revenue to the platforms
Get legitimate reviews
53. Kindle Direct Publishing (KDP)
56
!
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35% - 70% on Kindle book sales
depending on pricing model and content
$10 is maximum you can charge
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KDP Select
90-day commitment on exclusivity
Free for up to 5 days
Countdown: price promotion
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60. Audio Creation Exchange (ACX)
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Audition your book, pick a skilled narrator
Adjust your content for audio
Integrated with Amazon
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61. Audible: audio book engine
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Audible is an audio marketplace
Tap into the power of network
effect
Earn royalties through Audible
and Amazon integration
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63. Udemy: online course platform!
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Flexible pricing
Unlimited coupons
Tiered revenue model
97% of revenue if you sell your
course
50% if Udemy sells
25% if Udemy affiliate sells
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64. Strategies and tips for Udemy!
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Most of your course must be under 20
min video lectures under
Include promotional video with
testimonials
Market the course with coupons
Offer your course for free to bloggers to
review
Encourage your students to engage on
discussion board and complete the
course
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65. Camtasia & Audacity: online course creation toolbox
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DIY video and audio production toolbox
Use Camtasia to produce high quality videos and screencasts
Use Audacity to remaster the audio
66. SkillShare & SkillFeed: subscription-based platforms
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Netflix-type subscription model
Repost your Udemy course only if it wouldn't devalue its price, otherwise…
Cut your Udemy course to smaller pieces and repost
69. The Book: SEOLike5.com
“There are multitude of resources available to
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