For this week’s Subscription Site Insider Case Study, we spoke with Cory Whitehead, Director of Brand and Digital Marketing for Christianity Today. The 55-year-old nonprofit publisher launched its first paywall site in 1999, and now operates eight paid content sites that generate 40% of total company revenues.Whitehead described how they create sites to target niche roles within the church, and how they’re balancing subscription sales, paid downloads, and advertising.One of the biggest lessons learned was how they’re using their brands’ Facebook pages: When they want to promote specific content, they create a new tab on a brand’s page to house a short article, list, or themed promotion that includes links to content for purchase.For example, in January 2011 they created a tab on their ChristianBibleStudies.com Facebook page to highlight the top-10 most downloaded bible studies from the previous year. Thanks to that tab, Facebook generated 6.4% of the site’s revenues in January.Here is a look at a current promotion on ChristianBibleStudies.com’s Facebook page:
And here’s the landing page you get when you click on that link:
Take a look at your own Facebook pages to see where you might be able to use similar content or subscription promotions.
