When leading BtoB publisher BNP Media needed a lift for its online business, they wanted a system that delivered value to readers and advertisers--most importantly to drive revenue growth. A second priority was to find a fully developed and proven system that could be deployed quickly to ensure branding consistency across all of its markets.
Why the change? The company wanted faster results than it could get with a home-grown system and open source options required extensive development, maintenance and cost to perform to BNP's requirements.
20 Sites Deployed in One Year
BNP has reached a threshold of value and velocity with the most recent launch, DairyFoods.com, in less than one year. ePublishing's flexible site architecture offers consistent branding across publishing groups, with the ability to adjust presentation and functionality for individual titles. The first site deployed, SecurityMagazine.com, has been awarded an AZBEE in the New and Re-launched website category, so BNP is not sacrificing quality for speed. BNP is scheduled to re-launch its entire portfolio of publication websites on the ePublishing Software as a Service platform, which delivers value to publishers by integrating content, ecommerce and community.
Increasing Velocity for Consistent Branding
BNP is now able to release a newly designed website every 2-3 weeks, with features and functionality tailored to its business objectives, including traffic building, lead generation, and squeezing revenue from multiple channels. In addition to traditional advertising revenue, BNP sites present customers with a variety of sponsorship and placement opportunities, including webinars, events, video, buyers guide and more - all with intuitive, consistent navigation and branding.
Content Management Delivers Value
The ePublishing content management system adds value to readers by presenting content in context unlike other systems: article pages present links to other resources on the site, including Events, Products and Blog Posts. Using a unique semantic tagging system, each article leads readers deeper into the site with links to topic pages on related subjects, companies, industries or other criteria. This system provides value by presenting relevant resources in context, when readers are most interested in finding related video, premium content, and other resources.
Another characteristic of BNP's websites is their ability to sell related products without taking readers to a third party catalogue or shopping cart. Content and Commerce converge with related products on article pages, search results, or within a product catalogue. Rather than sending buyers to a 3rd party site to handle transactions, BNP sites all have a built-in shopping cart that allows BNP staff to track buyer behavior and product preferences and to present related offers or more closely manage the checkout process.
Of course, BNP's progress will not end here. Unlike other CMS, the ePublishing platform is delivered as Software as a Service, with regular updates to keep all of BNP's sites current and optimized, thus extending the lifecycle - and investment - in each site. SaaS means BNP will never have to invest in servers, systems, or the staff to run their hardware or develop software, and instead, focus on core revenue-generating activities.