Honesty time: have you ever attempted to bypass a paywall? If so, you’re definitely not alone. In fact, 53% of us try to get around paywalls without paying.
Jack Marshall breaks down these statistics and explains what it means for publishers here.
Discovered via The Media Roundup.
The Broken Promise Of The Creator Economy
In this article, Michael Mignano reports that the creator economy is struggling (startups have suffered 5 consecutive quarters of venture funding decreases, because, well, 99% of creators aren’t as successful as the elite 1%) and suggests that opportunity exists in what he calls The Creativity Supply Chain (aka creating stuff that helps creators create stuff).
Increasing Subscription Conversion Rates (Publishing Model)
Madeleine White taps into the idea that little changes have the potential to make a big impact when it comes to winning paid content subscribers.
She lays out a 5-step framework designed to increase conversion rates on premium content.
Discovered via The Media Roundup.
An Influencer Marketing Budget Saver?
In this Twitter thread, Taylor Lagace explains how his agency approaches influencer marketing differently, and it makes sense.
Instead of starting by booking influencers who’ve never tried products and paying for promotional posts right out the gate, they first send out a ton of product to key accounts and wait for the people who love it to share. Then, they go through a series of requests to share the UGC and later secure contracts based on how much the influencer engages and genuinely enjoys the product, because the best influencer campaigns need that level of authenticity.
He says it saves clients hundreds of thousands each year.
Read the tweet for details.
Discovered via For the Interested.
Aazar Shad has spent over $1 million on Facebook ads and has learned a few things. His Twitter thread offers 10 principles for creating ads that work.
Discovered via Growth Marketing Weekly.
How much is a good writer worth?
In her LinkedIn post, Erin Balsa explains why there’s not a “one size fits all” answer and offers some examples of which factors (like expertise and content goals) drive the price up.
Obsessed with proving ROI?
Charlotte Rogers warns of the tunnel vision brands succumb to and encourages marketers to expand their perspective.
Discovered via Raisin Bread.
Why Product Marketers Make More Than Content Marketers
The gang at Superpath compared the Superpath 2022 Content Marketing Salary Report with the Product Marketing Alliance (PMA) 2021 Product Marketing Salary Report to explore this pay gap. The results? Product marketers get paid more than content marketers across the board.
Why? The closer to the product you are, the higher your perceived value.
Does this mean content peeps should aspire to become product marketers? Not necessarily. Cierra Loflin explains the discrepancy and what content marketers can do to increase their value here.
Are You Making These 7 Creator Mistakes?
In this article, Ben Schoeffler shares 7 mistakes he’s made and what you can do to avoid them. #2—don’t undercharge—is a biggie.
“Your price communicates the quality of your product.”
Discovered via Ghost Newsletter.
Newsletter Ad Questions Answered
Do you have questions about newsletter ads? So did Jon Santiago. In this 35-minute YouTube video, Josh Spector provides answers on how to set up a newsletter ad system, how to price newsletter ads, and how to manage all of the ad logistics that come with it.
Discovered via For the Interested.
