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  • Growth hacking and creative marketing ideas for the newspapers industry

    Discover the best growth hacking and creative marketing ideas for the newspapers industry. If you want to know how to implement growth hacking methodology for the newspapers sector, you're in the right place. Marketing campaigns and experiments focused on increasing reader acquisition, the best-known campaigns from the most creative coaches in the world and the key implementation of growth methodology.

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    Atomic London has created an audacious campaign for i News – 'See Every Angle'. Designed to highlight the newspaper’s unswerving commitment to impartiality, the See Every Angle campaign utilises three different colours to represent different viewpoints, and three different descriptions of the famous person’s character. The idea is that readers should make up their own mind from the facts presented, rather than be influenced by an opinion in newspaper editorial.

    Sergio Lopez Sergio Lopez

    You can say a lot by who you sponsor

    Johnston Press's newspaper has signed up to sponsor a series of idents for UKTV channel Dave. The activity kicks off on Monday 27 March during a selection of Dave’s most popular programmes including QI, Storage Hunters UK, Cops UK: Bodycam Squad, Mock The Week and Room 101.

    Sergio Lopez Sergio Lopez

    Connect with your audience through cultural references

    The Telegraph has launched its first major brand campaign in 10 years. The creative, called ‘Words chosen well’, utilises famous cultural references – from politics, to sport and pop-culture – to highlight how one word can evoke iconic moments in history. This includes Martin Luther King’s ‘dream’, the first man on the moon’s ‘leap’ and Muhammad Ali’s ‘float’.

    Sergio Lopez Sergio Lopez

    Offer limited free articles

    Harvard Business Review offers very limited free article monthly package of 2 articles a month. This gives the user potential to see the value and at the same time, limit usage. Can you think of a similar way to grow your subscriptions?

    Natalia Natalia

    Partnerships with subscription "gifts"

    MediaMarkt positions its affiliates in a winning way: it adds discounts in the subscription of its services as a post-purchase "gift". The customer, after all, already has the card at hand, so why not take advantage of it?

    Natalia Natalia

    Use humor to get deactivate Adblocks

    Onet, an information portal in Poland, uses humor to lead its users to disable Adblock, while removing access to the content.

    Natalia Natalia

    Growth Hacking is a discipline whose purpose is the maximum profitability of the business in pursuit of increased profit. In addition, it is a practice that works by looking for growth drivers; In other words, it is a methodology that seeks to increase profit through the lowest possible cost.

    Born among startups, the figure of the Growth Hacker is a transdisciplinary profile that is characterized by having a technical and analytical base and at the same time also has a curious, original and creative part.

    Growth Hacking should not be confused with Marketing since, while the latter has sales as its ultimate goal, Growth Hacking always has business growth in its sights. This growth does not have to be achieved through increased sales; on the contrary, the Growth Hacker will be able to act on the sales department but also on the global business strategy and also on the management of the product.

    The press sector is one of the sectors that is looking the most for growth and especially the written press, since it competes a lot with free content.

    Can we apply the methodology to grow a business in this sector? Of course. Here we explain how.

    The first step is to set a growth goal. For this, it will be very useful to observe what is the critical part of our funnel.

    • Do we have acquisition problems?
    • Or what interests us is that they spend more time with us?
    • Are they unsubscribed quickly or are we able to retain them?

    Once we have identified in which part of the funnel we lose the most customers - whether potential or current -, we must establish a goal whose purpose is to optimize that part. An example could be the following: ““ We want to increase conversion by 15% in the next 2 months and we are going to measure it through the conversion rate, the cost of acquisition per customer and the coefficient of profitability in deposits. As we can see, this objective is specific, measurable, achievable, realistic and temporary.

    Once we have established the growth objective, we must select the growth driver. Drivers, as their name suggests, are strategies that allow us to achieve our objectives at the lowest possible cost. Therefore, we will choose the strategy that represents the lowest cost in time, effort and money.

    • How can we increase conversion?
    • Through an SEO strategy to be well positioned in the search engine?
    • By sponsoring certain articles?
    • Through a content marketing strategy?

    Taking into account the situation in which the press finds itself, the main driver is to offer a differential value that makes the brand unique. In other words, to get more consumers it is necessary to show potential customers that what we offer them cannot be found anywhere else (whether in terms of theme, focus or quality).

    Suppose we are going to opt for a quality content strategy. Now that we have chosen the driver, we come to the experimentation phase. The experiments are those actions through which we will execute the strategy; As its name suggests, we must be continually testing and monitoring these actions to see which ones are the most profitable for us.

    • What specific actions can we take to increase conversion if we apply a quality content strategy?
    • Can we offer a month of free content so that the user can really see the potential of all that we can offer?
    • Can we carry out an SEO positioning using words that separate us from the competition?
    • Can we write different headlines from the rest and do A / B tests to see which ones attract the most attention?
    • Can we focus on specific content topics and become specialists in that niche?

    Whatever experiment we carry out, we must take it into account in the last and most important phase of Growth Hacking: The record of learning.

    In this phase, after having executed the experiment and having monitored and analyzed it, we must write down the action we have carried out, its results, the data obtained and the lessons learned.

    Without even realizing it, we will be creating a database that we can then analyze and begin to detect what those strategies and drivers that work best for us have in common.

    To learn more about growing a newspaper business, all you need to do is sign up with Hypertry. There you can find the most effective drivers and experiments for the sector and also ask for personalized consulting.

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