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Network Effects Support Premium Pricing

In a world of content overload, learn how to stand out by creating a unique knowledge domain with interconnected, evergreen content. Discover the power of network effects and community building to maintain premium pricing.

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Network Effects Support Premium Pricing

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  1. Network Effects Support Premium Pricing Bob Pritchett Logos Bible Software

  2. The Problem Everybody Is an Author

  3. Old content never dies • Content creation is easier than ever • It’s all at our fingertips • Lots of it is free Content Overload

  4. Good News: • For every 1,000 cat videos and blog posts, there’s only 1 good piece of content. • Bad News: • There are a bazillion cat videos and blog posts, and consequently a lot of good, free stuff. • Really Bad News: • Systems for identifying good, free stuff are getting better. It’s Good Stuff!

  5. The Challenge Maintain Pricing to Support Quality Content Creation

  6. Law of supply and demand is commoditizing content • Only unique and valuable content can command premium prices The Law

  7. Two ways to get and keep attention: • Brand • Community • Hard to do: • Too much noise • Every item is its own brand and requires investment to earn attention Attention

  8. Build brand and attention around a unique and valuable core • Network effects mean your brand and attention grow exponentially • Creates consumer lock-in (even if only of attention) The Solution

  9. Choose a knowledge domain • Interconnect content • Create unique digital databases • They grow • They are of mysterious size • They don’t go out of date • Integrate tools and content • Build community How To

  10. Demonstration Logos Bible Software

  11. Ancestry.com • ConsumerReports.org • PreachingToday.com • Westlaw.com • PeopleMap • NEJM.org (The New England Journal of Medicine) • PowerPoint slides, audio articles, etc. • ACM.org • Controlled vocabulary Other Examples

  12. Identify knowledge domains • Identify interconnections • Create unique complementary data • Create tools to enhance content use • Build community around content Game Plan

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