Online Marketing News: Facebook Email is Dead, G+ Analytics Live, Best Brand Vines, Pizza Tweets

<P><STRONG>B2B Content Marketing Success on the Rise for Small Businesses</STRONG> – Content Marketing Institute’s newest B2B content marketing research report confirms that small businesses are doing many things well when it comes to content marketing. <a href="http://contentmarketinginstitute.com/2014/02/small-business-2014-content-marketing-research/" onclick="javascript:pageTracker._trackPageview('/outgoing/contentmarketinginstitute.com/2014/02/small-business-2014-content-marketing-research/');" target="_blank" title="Small Business 2014 Content Marketing Research">Download the report here</A>.</P><P><STRONG>Gmail Adding Prominent ‘Unsubscribe’ Option to Marketing Emails</STRONG> – Starting last week, a new, clearly marked “unsubscribe” link will appear at the top of the header field in marketers’ emails. Previously only appearing for a small percentage of users, the feature will now be made available for most promotional messages with unsubscribe options. Email recipients do not need to take action for the links to appear. <a href="http://www.pcworld.com/article/2100020/gmails-unsubscribe-tool-comes-out-of-the-weeds.html" onclick="javascript:pageTracker._trackPageview('/outgoing/www.pcworld.com/article/2100020/gmails-unsubscribe-tool-comes-out-of-the-weeds.html');" target="_blank" title="Gmails Unsubscribe">PC World</A></P><P><STRONG>Coke to Increase Media Spend By Up to $1 Billion</STRONG> – Coke chairman and CEO Muhtar said, “When we invest in marketing, our global partners invest in feet on the street, more coolers, more trucks …  that’s what will be happening and that’s what we will see happening in our business as we restore steady momentum in 2014 and beyond.” This move is in response to the continuing decline in soda sales in North America and slowing growth in markets, such as Brazil and China. <a href="http://www.mediapost.com/publications/article/219822/coke-to-increase-media-spend-by-up-to-1-billion.html" onclick="javascript:pageTracker._trackPageview('/outgoing/www.mediapost.com/publications/article/219822/coke-to-increase-media-spend-by-up-to-1-billion.html');" target="_blank" title="Coke to Increase Media Spend">Media Post</A></P><P><STRONG>Study: Only 52% of Facebook Ad Spend is Outside the U.S.</STRONG> – A new report by Marin Software says that 85 percent of Facebook users reside outside North America, but only 52 percent of ad spend targets regions outside of it. The potential for Facebook ads is strongest in Asia-Pacific and Latin America regions. <a href="http://searchenginewatch.com/article/2329906/Only-52-of-Facebook-Ad-Spend-is-Outside-the-U.S.-Study" onclick="javascript:pageTracker._trackPageview('/outgoing/searchenginewatch.com/article/2329906/Only-52-of-Facebook-Ad-Spend-is-Outside-the-U.S.-Study');" target="_blank" title="On 52 Percent of Facebook Ad Spend Outside U.S.">Search Engine Watch</A></P><P><STRONG>How a Pizza Brand Found Its Voice on Twitter</STRONG> – DiGiorno Pizza brand execs <img alt="DiGiorno Pizza Tweet" class="alignright size-full wp-image-16529" height="174" src="/DiGiorno-Pizza-Tweetnew.png" title="DiGiorno Pizza Tweet" width="300">were initially dubious about Twitter. The brand wanted to challenge the big boys of pizza, Domino’s, Pizza Hut and Papa John’s. Promoting their brand 140 characters at a time didn’t seem like it was worth it. They and their agency embarked on a one year experiment to figure out how DiGiorno could find its niche on Twitter. Enter the wise-cracking couch potato. <a href="http://digiday.com/brands/pizza-brand-found-voice-twitter/" onclick="javascript:pageTracker._trackPageview('/outgoing/digiday.com/brands/pizza-brand-found-voice-twitter/');" target="_blank" title="How Pizza Brand Found Its Voice on Twitter">Digiday</A></P><P><STRONG>14 Best Branded Vines of February 2014</STRONG><B> – </B>Here are February’s very best branded Vines, including efforts celebrating the month’s biggest events: Valentine’s Day, the Winter Olympics, Super Bowl – <a href="https://econsultancy.com/blog/64412-14-best-branded-vines-of-february-2014" onclick="javascript:pageTracker._trackPageview('/outgoing/econsultancy.com/blog/64412-14-best-branded-vines-of-february-2014');" target="_blank" title="Best Branded Vines of Feb. 2014">eConsultancy</A></P><P><STRONG>Study: Marketers Allow Social and Analytics to Tell Their Fortunes</STRONG> [Infographic] – According to The CMO Survey, 74.7% of marketers foresee an increased ability to acquire new customers within the next 12 months. Likewise, 69.3% of marketers surveyed expect increases in customer purchase volume and 49% predict increases in customer retention. Currently, marketers devote 7.4% of their marketing budgets to social which is expected to increase to 10.1% over the next 12 months and 18.1% in the next five years. <a href="http://www.dmnews.com/infographic-marketers-allow-social-and-analytics-to-tell-their-fortunes/article/335176/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.dmnews.com/infographic-marketers-allow-social-and-analytics-to-tell-their-fortunes/article/335176/');" target="_blank" title="Marketers Allow Social Analytics to Tell Their Fortunes Infographic">Direct Marketing News</A></P><P><STRONG>15 Google+ Tricks You Might Not Know About</STRONG> – Google is slowly but surely improving Google+ and trying to bring the social network to the masses. Yet some of Google+’s best features are less than obvious for both avid Google Plussers and those who are still wondering what the point of it is. Here are some of the more interesting or at least useful tips for getting the most out of Google+. <a href="http://lifehacker.com/15-awesome-google-tricks-you-might-not-know-about-1524610438" onclick="javascript:pageTracker._trackPageview('/outgoing/lifehacker.com/15-awesome-google-tricks-you-might-not-know-about-1524610438');" target="_blank" title="15 Google Plus Tricks">Lifehacker</A></P><P><STRONG>Growth Hacking for Content Marketing</STRONG> [Infographic] – If you want your blog to grow, learn the characteristics of a content hacker. He or she is traffic-obsessed and focused on nothing but growth. Here’s a fantastic infographic that will give you a peek inside their inner psyche and help you become your own content hacker. <a href="http://www.marketingtechblog.com/content-growth-hacking/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.marketingtechblog.com/content-growth-hacking/');" target="_blank" title="Content Growth Hacking">Marketing Tech Blog</A></P><P><STRONG>Facebook to Abandon Its Email Service in March</STRONG> – Instead, it will reroute Facebook emails to a user’s primary email address. Whether or not the change will be of benefit marketers in any way farther down the line remains to be seen, but retiring the current email system seems to be a necessary move for Facebook to update its marketing arsenal. <a href="http://www.clickz.com/clickz/news/2330925/facebook-will-abandon-its-email-service-in-march" onclick="javascript:pageTracker._trackPageview('/outgoing/www.clickz.com/clickz/news/2330925/facebook-will-abandon-its-email-service-in-march');" target="_blank" title="Facebook Abandoning Its Email">ClickZ</A></P><P><STRONG>Facebook Memorial Accounts: Privacy Settings Will Be Left As-Is</STRONG> – Previously, when an account was being memorialized, the privacy setting of the account was set to friends-only, regardless of how the person had their profile viewable in the past. Now, the privacy settings on memorialized Facebook accounts will be left as-is, reflecting the person’s comfort with privacy. Additionally, those with loved ones who have passed away can request that a Look Back video can be made from their Facebook profile. <a href="http://www.insidefacebook.com/2014/02/24/facebook-memorial-accounts-privacy-settings-will-be-left-as-is/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.insidefacebook.com/2014/02/24/facebook-memorial-accounts-privacy-settings-will-be-left-as-is/');" target="_blank" title="Facebook Memorial Accounts">Inside Facebook</A></P><P><STRONG>Survey: How SMBs Use Social Media</STRONG> – More and more companies are turning to social media networks to market their product, learn about new trends and interact with customers. Learn how small and midsize businesses are using social media to drive growth in 2014. <a href="http://blog.hubspot.com/marketing/stats-smb-social-media-list" onclick="javascript:pageTracker._trackPageview('/outgoing/blog.hubspot.com/marketing/stats-smb-social-media-list');" target="_blank" title="SMB Social Media Stats">Hubspot</A></P><P><STRONG>Study: Original Content Reaches More People on Facebook</STRONG> – Facebook decreased organic reach of status updates by ~40% on Jan. 21. For most brands, this doesn’t have a large impact on their strategy, as they are mostly using links and photos to further increase their brand. Using a concept called Content Originator might help craft a content strategy that stays ahead of news feed changes. Facebook may be placing additional value on content originators in the news feed, and is surely valuing brands with strong engagement—especially ones with high share levels. <a href="http://moz.com/blog/new-facebook-study-original-content" onclick="javascript:pageTracker._trackPageview('/outgoing/moz.com/blog/new-facebook-study-original-content');" target="_blank" title="Facebook Study Original Content">Moz</A></P><P><STRONG>Google Analytics Now Showing Up On Google+ Page Dashboard</STRONG> – According to a Google+ post from Daniel Waisberg, Google+ Page dashboards now include Google Analytics monthly metrics. If your page is linked to a website that has Google Analytics, you can now view your monthly metrics (and comparison to last month) from your Google+ dashboard. <a href="http://marketingland.com/google-analytics-now-showing-google-page-dashboard-74637" onclick="javascript:pageTracker._trackPageview('/outgoing/marketingland.com/google-analytics-now-showing-google-page-dashboard-74637');" target="_blank" title="Google Analytics Now Showing Google Plus">Marketing Land</A></P><P><STRONG>Lync and Skype Together</STRONG> – Microsoft announced at the Lync Conference in Las Vegas that Lync and Skype would soon be able to share video, as well as voice and IM. Lync is a secure, managed communication tool that’s designed for enterprise desktops, the other a widely available consumer app that can be installed on any desktop, laptop, phone, and tablet. Making it easy for one to connect to the other means that 300 million plus Skype users are now able to talk directly to the person they need to talk to, without paying a penny — and with video and HD audio. Here’s how it will work. <a href="http://www.zdnet.com/lync-and-skype-together-heres-how-it-will-work-7000026623/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.zdnet.com/lync-and-skype-together-heres-how-it-will-work-7000026623/');" target="_blank" title="Lync and Skype Together">ZDnet</A></P><P><STRONG>The Super-Secure Blackphone is Here, But Not NSA-Proof</STRONG> – The producers of the new phone, which will be revealed next week at Mobile World Congress in Barcelona, promise that it’s the most secure smartphone on the market. But even they admit there are some enemies you just can’t protect from. Blackphone’s main privacy feature will be its custom version of Android called PrivatOS, which, according to co-founder Mike Janke, will allow users to “to control every part of what data their phone is leaking, their calls, their contacts, their web browsing and what any app put on their phone can do.” <a href="http://mashable.com/2014/02/24/what-is-blackphone/" onclick="javascript:pageTracker._trackPageview('/outgoing/mashable.com/2014/02/24/what-is-blackphone/');" target="_blank" title="What is Blackphone">Mashable</A></P><P><STRONG>New Google Maps Comes Out of Preview</STRONG> – Since its introduction, Google has been adding features, tweaking and adjusting the new Maps. Overall, it’s a more visually-compelling product than the old Maps with a wide array of enhanced features. You can see why here. <a href="http://searchengineland.com/new-google-maps-comes-preview-today-184761" onclick="javascript:pageTracker._trackPageview('/outgoing/searchengineland.com/new-google-maps-comes-preview-today-184761');" target="_blank" title="New Google Maps Comes Out of Preview">Search Engine Land</A></P><P><STRONG>Facebook To Begin Rolling Out New Ad Campaign Structure March 4th</STRONG> – Major changes to Facebook’s ad campaigns are coming next week.  The new structure will add a new level called ad sets, which will be placed between the existing layers, campaigns and ads.  Facebook will incorporate is new structure into all ad interfaces. <a href="http://allfacebook.com/new-ad-campaign-structure-march-4_b129643" onclick="javascript:pageTracker._trackPageview('/outgoing/allfacebook.com/new-ad-campaign-structure-march-4_b129643');" target="_blank" title="Facebook To Begin Rolling Out New Ad Campaign Structure March 4">AllFacebook</A></P><P><STRONG>Twitter Launches Marketing Platform Program</STRONG> – The Twitter Marketing Platform Program is the new name for Twitter’s suite of partners.  This includes Twitter’s Ads API partners, along with its measurement and targeting partners.  This change is meant to help businesses better meet their marketing goals and offers features beyond what Twitter Ads provides. <a href="http://www.clickz.com/clickz/news/2330399/twitter-launches-marketing-platform-program-plans-branded-cinema-series" onclick="javascript:pageTracker._trackPageview('/outgoing/www.clickz.com/clickz/news/2330399/twitter-launches-marketing-platform-program-plans-branded-cinema-series');" target="_blank" title="Twitter Launches Marketing Platform Program, Plans Branded Cinema Series">ClickZ</A></P><P><STRONG>Google Click-To-Call Used By More Than 40% Of Mobile Searchers</STRONG> – A new study, published by Google and Ipsos, showed that almost half (42%) of those surveyed had used the “Click-to-Call” feature on the Google search results page.  94% of smartphone users have needed to call a business directly, so making sure that Google has your business phone number can mean a great increase in calls from mobile users. <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers" onclick="javascript:pageTracker._trackPageview('/outgoing/econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers');" target="_blank" title="Google click-to-call used by more than 40% of mobile searchers">Econsultancy</A></P><P>On <a href="http://www.toprankblog.com/2014/02/digital-marketing-skills/">Essential Digital Marketing Skills for Content Marketers in 2014</A> <STRONG>Laura (Bell) Greeno</STRONG> said, “Wow, excellent post Lee! You did mention planning, coordinating and prioritizing multi-media and multi-channel efforts based on resources, time-frame and goals. I might add the pure ongoing development and prioritization of a customized distribution effort based on goals, influencers and relationships as well. This would connect the editorial planning with the amplification resourcing. At the end of the day, you want your own, prioritized list of people and places who care about what you’re doing in some way. Gosh, this will be so critically valuable over time.”</P><P><STRONG>Doris Edwards</STRONG> said, “Hence being a good communicator and animator of workshops and other events, speaking the (non techy) language senior decision makers can assimilate. Here in Europe (and specifically in Switzerland where I live) many companies just “don’t get Content Marketing” – and yes, the term is not ideal. Content Marketing only works if addressed holistically, i.e. across functions and departments; as you so rightly outlined in your Optimize</EM> book, Lee.”</P><P>On <a href="http://www.toprankblog.com/2014/02/content-marketing-research-surveys/">Content Marketing With Research and Surveys: Pros, Cons, Examples, Best Practices</A> <STRONG>Ryan Biddulph</STRONG> said, “Feedback through any form Nicolette has built the foundation for my online businesses. How can you know what works unless you ask the people you are serving?</P><P>“Ask, through online surveys, polls, or direct email….or social network contacts, and you will receive a goldmine of information for your blog, business, etc.</P><P>“I feared asking for feedback because I feared criticism for many years. Now I know that criticism, or opinions, can provide me with the information I need to grow. Makes perfect sense once you take ego out of the picture <img alt=";)" class="wp-smiley" src="/iconwink.gif"> Thanks for the great share!”</P><P>On <a href="http://www.toprankblog.com/2014/02/events-q22014-social-influence-content/">6 Upcoming Marketing and PR Events to Learn About Influencer, Social and Content Marketing</A> <STRONG>Henley Wing</STRONG> said, “Awesome list of conferences. I’ve always been looking for lists like these. It seems most people know about the big ones like SMMW, SMX, and PubCon, but not the little known ones like Content2Conversion.”</P><P><STRONG>What were the top online and digital marketing news stories for you this week?</STRONG></P><P>Thanks for reading and have a great weekend!</P><br /><p><a href="http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/r_dWYP3ftDE/" rel="nofollow" target="_blank">View the original article here</a></p>

Online Marketing News: Facebook Email is Dead, G+ Analytics Live, Best Brand Vines, Pizza Tweets

B2B Content Marketing Success on the Rise for Small Businesses – Content Marketing Institute’s newest B2B content marketing research repor...

Baca selengkapnya »

Print Magazines for Content Marketing: Pros, Cons, Brand Examples and Best Practices

<a id="dd_start"></A><P><img alt="Print Magazines for Content Marketing" class="alignright size-full wp-image-16443" height="200" src="/print-magazines-content-marketing.jpg" width="300">Over 100 years ago, a tractor company set out to get the attention of farmers. They didn’t buy advertising or hire salesmen to go door-to-door. Instead, the John Deere Company created a custom print magazine, called The Furrow, designed to educate farmers on developing technology and trends in agriculture. With over 1.5 million copies currently in print and distribution in over 40 countries, this iconic company based in the heartland of America could be considered the <a href="http://contentmarketinginstitute.com/2013/09/content-marketing-history-and-future/" onclick="javascript:pageTracker._trackPageview('/outgoing/contentmarketinginstitute.com/2013/09/content-marketing-history-and-future/');" target="_blank">first content marketer</A>.</P><P>While John Deere Company was an early, early adopter, for many years, print was the sole purview of magazine publishers.</P><P>Fast forward to today and while budgets are increasing for digital and content marketing online, (custom content spending on production and distribution rose to <a href="http://www.customcontentcouncil.com/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget" onclick="javascript:pageTracker._trackPageview('/outgoing/www.customcontentcouncil.com/news/nearly-44-billion-new-survey-shows-rise-content-marketing-budget');" target="_blank" title="Custom Content Spending 44 Billion Dollars">43.9 billion</A>) many brands are using print magazines as a way to engage customers in the offline world. The push to digital has positioned print as “<a href="http://contentmarketinginstitute.com/2012/10/print-content-strategy/" onclick="javascript:pageTracker._trackPageview('/outgoing/contentmarketinginstitute.com/2012/10/print-content-strategy/');" target="_blank">non-traditional</A>” and some have even called print, “<a href="http://contently.com/strategist/2013/10/23/print-is-the-new-black/#!uiELP" onclick="javascript:pageTracker._trackPageview('/outgoing/contently.com/strategist/2013/10/23/print-is-the-new-black/#!uiELP');" target="_blank" title="Print is the New Black">the new black</A>”. In some industries like B2B Manufacturing, as many as <a href="http://www.business2community.com/content-marketing/how-manufacturers-are-managing-content-marketing-7-b2b-insights-0390990" onclick="javascript:pageTracker._trackPageview('/outgoing/www.business2community.com/content-marketing/how-manufacturers-are-managing-content-marketing-7-b2b-insights-0390990');" target="_blank">60% of companies</A> use print magazines as part of their marketing mix.</P><P>Why branded content and print magazines? According to a 2013 Custom Content Council study, customer education, retention and brand loyalty are the primary reasons brands are investing.</P><P>As marketers mature in their understanding of a target audience and their preferences for content discovery and consumption, the role of print magazines provide the story formats for topics that are important to customers.</P><P>However, a valuable piece of brand content doesn’t exist in a vacuum. In fact, custom content is such an effective medium for brands because it maps back to a broader narrative—<a href="http://www.toprankblog.com/2011/12/storytelling-persuasion-content-marketing/" target="_blank" title="Storytelling and Brand Persuasion">the story a brand is telling about itself</A>.</P><P>Essentially, content exists to tell a story, which is why, for the right business or brand, developing a print magazine as an offline component of their content marketing strategy offers a unique way to solidify its relationship with its audience while building brand equity.</P><P>The world of custom publishing and branded print magazines encompasses every niche, from members only to mainstream retailers to agriculture to luxury hotels.  There are currently over 85,000 custom titles in print across a variety of industries.</P><P><img alt="Food&Wine Brand Publisher Example" class="alignleft wp-image-16435" height="235" src="/FoodWinenew.jpg" width="180">With over 2 million consumers of <a href="http://www.amexpub.com/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.amexpub.com/');" target="_blank" title="Amex Publishing">America Express Publishing</A> branded magazines and books, American Express is the forerunner of brand publishing with titles, such as Food&Wine, Travel+Leisure and Departures. What better way to engage with an upscale audience than with print products from the authority on upscale lifestyles?</P><P>20 million monthly shoppers in Canadian Walmart stores provide ample opportunity for Live Better, which has a print circulation of one million. Four Seasons Magazine claims a readership of 1.1 million in 36 countries, with the average reader boasting a net worth of $4 million. And counterculture favorite, Red Bull’s, The Red Bulletin, boasts 2.5 million monthly printed copies and claims to be one of the largest magazines in the world.</P><P>As the traditional magazine industry struggles to retain its footing in the Internet Age, custom publications offer an alternative way for brands to connect with their customers in a meaningful way. The content in branded magazines represents an opportunity for customers to explore a brand that they feel strongly about and one that they already connect with.</P><P>It’s about content in context: The branded print magazines that provide real value to readers will thrive even when traditional magazines may be struggling.</P>Opportunity to create something that is uncommon in today’s digital world and stand out in an overcrowded market of branded contentCreate a subscription based connection to consumers about topics that educate, retain and increase brand loyaltyPrint content can be repurposed online to work in concert with online editorial calendarsBrands don’t have to look too far to find quality content producers in their fields as a result of the sharp turnover in print journalism and the everlasting attraction of appearing in printFor the cost of a full page ad, an entire branded magazine can be producedThe cost of creating and distributing print magazines in comparison to many digital content marketing tactics can seem highGauging ROI can be tricky with no real metrics other than non-paid circulationManagement buy in may be hard to come by leading to early failure<P>“All media companies are only really competing for the one single non-renewable resource of our audience, which is their time. All of a sudden you have a Red Bull or a General Electric or an IBM, creating such compelling storytelling that you are sharing the time you had from your audience with these brands. That is the larger threat.” Raju Narisetti, vice president of strategy, News Corp</P><P>“Folks have been doing this for some time. “I think what is trending is that folks have put a name to a practice with ‘content marketing’, and they’re starting to pay attention to the successes that we and others have had.” David Jones, Publications Manager, The Furrow, the 119-year-old magazine from John Deere</P><P>“We feel that in the intimacy of our hotel rooms there is a good opportunity for our guests and a good opportunity for us. People have a lot of time, more time perhaps than they do at home to pick up a magazine. And so it’s an opportunity for guests to explore relevant content, and for us to strengthen our bond with customers.” Alexandra Blum, Director of Global Brand Partnerships for Fairmont Hotels and Resorts</P><P>“Why spend €40,000 a page to advertise in Vogue when, for the same amount of money, you can publish an entire magazine?” Alice Litscher, fashion communication professor at the Institut Français de la Mode, Paris</P><P>Most brands see print magazines as a vehicle to reinforce their brand without directly selling their products. Here are some of my favorites:</P><P><STRONG>LifeTime Fitness</STRONG> – <a href="https://www.lifetimefitness.com/en/programs-and-events/lifestyle/experience-life-magazine.html" onclick="javascript:pageTracker._trackPageview('/outgoing/www.lifetimefitness.com/en/programs-and-events/lifestyle/experience-life-magazine.html');" target="_blank">Experience Life</A></P><P><img alt="LifeTime Fitness Experience Life Magazine" class="wp-image-16436 alignnone" height="425" src="/Life-Time-Fitness-Experience-Life-Magazinenew.jpg" width="300"></P>Award-winning and paid subscription-based healthy-living publication published 10 times a year by Life Time Fitness, a nationwide fitness chainOffers a unique no-gimmicks, no-hype content designed to help people achieve your healthy-living goals<P><STRONG>Walmart</STRONG> – <a href="http://www.walmartlivebetter.ca/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.walmartlivebetter.ca/');" target="_blank" title="Live Better - Walmart Canada">Live Better</A></P><P><img alt="Walmart Live Better Magazine" class="wp-image-16437 alignnone" height="226" src="/Walmart-Live-Betternew.jpg" width="300"></P>Each issue is filled with practical and inspiring ideas for Canadians who want to save money and live better.1 million copies of each issue are distributed free in Walmart Supercentres across English Canada.Featuring recipes and cooking tips, gorgeous home decor ideas, on-trend clothing and beauty looks to make shopping simplerThey’ve connected to top names in food, entertaining, health and wellness, beauty, fashion and interior design, rivaling any newsstand print publisher of shelter magazines.<P><STRONG>John Deere</STRONG> – <a href="http://www.deere.com/en_US/docs/html/brochures/publication.html?id=7cef5a26#1" onclick="javascript:pageTracker._trackPageview('/outgoing/www.deere.com/en_US/docs/html/brochures/publication.html?id=7cef5a26#1');" target="_blank" title="The Furrow">The Furrow</A></P><P><img alt="John Deere Magazine - The Furrow" class="size-full wp-image-16438 alignnone" height="398" src="/The-Furrow-John-Deere-Magazinenew.jpg" title="John Deere Magazine - The Furrow" width="300"></P>Back issues are fought over on eBay.At its peak in 1912, the magazine reached more than 4-million consumers.80 percent still prefer paper to electronic – regardless of their demographic, according to reader surveys.The magazine reaches 2 million globally, through the same John Deere network of dealers that distributed the original magazine.<P>Source: <a title="Contently onclick=">Contently</A></P><P><STRONG>Red Bull</STRONG> – <a href="http://www.redbullmediahouse.com/products-brands/print/the-red-bulletin.htmlhttp:/www.redbullusa.com/cs/Satellite/en_US/Red-Bulletin-Magazine-USA/001243243031120" onclick="javascript:pageTracker._trackPageview('/outgoing/www.redbullmediahouse.com/products-brands/print/the-red-bulletin.htmlhttp:/www.redbullusa.com/cs/Satellite/en_US/Red-Bulletin-Magazine-USA/001243243031120');" target="_blank" title="The Red Bulletin">The Red Bulletin</A></P><P><img alt="Red Bull Print Magazine The Red Bulletin" class="size-full wp-image-16440 alignnone" height="402" src="/Red-Bulletinnew.jpg" title="Red Bull Print Magazine " width="300"></P> 2.5 million monthly print copies in circulation monthlyPublished in Austria, France, Germany, Ireland, Gulf Region, Mexico, New Zealand, South Africa, Switzerland, UK, USA and BrazilLanguages served: English, German, French, Spanish and PortuguesFeatures stories full of action, sports, travel, culture and music, competing with any upscale lifestyle magazine on the market<P>These guidelines could easily be called a “style guide” because that is what most print publishers follow. Many brands also have “brand guidelines” that help maintain a consistent voice across multiple communication channels. Ultimately, the best practice is to use guidelines to support the brand’s identity and marketing goals.</P>Perform due diligence to understand if a print magazine will resonate with and achieve engagement goals with your customers.Be consistent across the brand but not identical across all channels. “Each channel has a unique audience, with distinct preferences for how they absorb information and respond to it,” says Elise Anthony, editorial director at D Custom in Dallas. That means a print magazine should offer complementary, not duplicate, content as found in the brand’s other content marketing tactics.With a target audience or group of customer segments in mind, identify the main themes, issues, topics and areas of focus that the magazine content calendar will cover, relevant to your customers. Content marketing answers customers’ questions and brand print magazines are no different.Feature relatively timeless, nationally or regionally-oriented content on topics to increase customer affinity.Use an existing style guide. Depending on your industry, the <a href="https://owl.english.purdue.edu/owl/resource/717/01/" onclick="javascript:pageTracker._trackPageview('/outgoing/owl.english.purdue.edu/owl/resource/717/01/');" target="_blank" title="Chicago Manual of Style">Chicago Manual of Style</A> is the go-to source for writers, editors and publishers since 1906 (my preferred style guide) or the <a href="http://www.apstylebook.com/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.apstylebook.com/');" target="_blank" title="AP Style Book">AP Stylebook</A>, the journalist’s bible, not to be confused with the APA Style®, which is the manual of the American Psychological Association. Both will serve you well in establishing rules for grammar, citing sources, and so on. Once you choose, don’t mix the two which will only create confusion.Establish an internal style guide. Every company has a unique language and/or preference in how they describe their product or service. Industry jargon needs to be spelled out as well as punctuation and capitalization that may be different from the external style guide you’re using. Make the differences clear.Define your tone and voice. This can be tricky. Give explicit examples of how to write in your preferred tone. Include sample copy, so that any new writer or editor is clear on what’s expected.There are a lot of stakeholders inside and outside the company involved in creating a print magazine. Understandably, marketers are reluctant to widely share brand strategies and propriety research. Distill the guidelines into useful principles while avoiding proprietary information—and then have everyone involved sign non-disclosure agreements.Keep your visuals consistent. You want to be sure that the visual content reflects your brand’s voice. This includes fonts, color, layout, and so on.Integrate with online channels. Either create an online version of the magazine or cross promote magazine content to current digital publishing channels, such as a blog and social networks.Establish a governance process that identifies who is responsible for keeping content up to date and aligned with the brand to guard against brand “drift” as creative teams explore fresh ideas.Implement a system that enables all content for the print magazine to be submitted electronically and reviewed by the brand team as they are created.Ensure that every print page includes a call to action, such as a unique 800- number or distinct URL to track behavior from your magazine.Remember traditional marketing and PR. Tease your social networks and customer community as well as industry bloggers and media about your new magazine. Build buzz and excitement for the launch.Track and listen to your readers and subscribers as it echoes via social spaces, communities, sharing, peer-to-peer communication and word of mouth.<P>With the rise and success of <a href="http://www.toprankblog.com/2014/01/native-advertising/">native advertising</A> within existing publications, more brands will look for alternative means to create their own publishing empires with which to attract and engage their customers.</P><P>Print magazines are not appropriate for all brands, but for those where storytelling and lifestyle content is essential for customer engagement, print offers a unique opportunity to “own” vs. “rent” their native advertising.  Some brand publishers, like Red Bull, are even transforming themselves into a full-fledged media company.</P><P>Whatever route you take, whether it’s a special yearly edition or a members-only print publication, print magazines are another way to cater to your customer’s special interests while creating an intimate relationship with the reader.</P><P>Has your company ever considered publishing a print magazine? Which print magazines from brands do you read?</P><P>If you like in-depth articles like this about content marketing, be sure to visit our <a href="http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/">index of content marketing tactics</A>.</P><P>Photo credit: <a href="http://www.shutterstock.com/pic.mhtml?id=104378648&src=id" onclick="javascript:pageTracker._trackPageview('/outgoing/www.shutterstock.com/pic.mhtml?id=104378648&src=id');" rel="nofollow" target="_blank">Shutterstock</A></EM></P><a id="dd_end"></A><BR clear=all><BR clear=all><img alt="Loading ..." class="post-ratings-image" height="16" src="/loading.gif" title="Loading ..." width="16"> Loading ...<br /><p><a href="http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/JLGJj0Iajxw/" rel="nofollow" target="_blank">View the original article here</a></p>

Print Magazines for Content Marketing: Pros, Cons, Brand Examples and Best Practices

Over 100 years ago, a tractor company set out to get the attention of farmers. They didn’t buy advertising or hire salesmen to go door-to-d...

Baca selengkapnya »