D2C Isn’t Just About Selling, Says Hachette, Perseus & Rodale. It’s About Great Content.
Mary Ann Naples, publisher at Rodale Books views content marketing and gathering consumer data as a cyclical process. To gain the data needed to create better and more targeted content, Naples and her team create a number of pieces that connect to a certain title. "We actually create content packages for each of our books," said Naples. "Those go on our sites and on other sites as well. Then we'll track links to books purchased at retailers so we can actually see if our content had an impact." As data on engagement, or lack thereof, comes in, Naples and her team can tweak its content marketing message as they see fit.
Ellen Harvey is a freelance writer and editor who covers the latest technologies and strategies reshaping the publishing landscape. She previously served as the Senior Editor at Publishing Executive and Book Business.