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Print Newsletters as Content Marketing Tactic: Pros, Cons, Examples and Best Practices

<a id="dd_start"></A><img alt="Print Newsletters Mail Delivery" class="alignright size-full wp-image-16474" height="225" src="/Print-Newsletters-Mail-Delivery.jpg" title="Print Newsletters Mail Delivery" width="300">One of the oldest forms of content marketing are printed newsletters that arrive by snail mail, providing valuable, information-rich content that your customers and prospects want. They can be an effective compliment to online promotions or serve niche markets where print is a preferred format.Given the overall decrease in postal mail, a print newsletter can stand out to the recipient, unlike an online newsletter that can get lost in an already too full in-box. Conversely, due to the continuing rise of postal costs, newsletters are more likely to be concise and targeted, providing special appeal.According to the 2014 B2C & B2B Content Marketing Benchmarks, Budgets, and Trends report for North America, <a href="http://www.slideshare.net/mprofs/b2c-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america" onclick="javascript:pageTracker._trackPageview('/outgoing/www.slideshare.net/mprofs/b2c-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america');" target="_blank" title="B2C Marketers Use Print Newsletters">B2C marketers</A> use print newsletters with greater frequency at 29% compared to their <a href="http://www.slideshare.net/mprofs/b2b-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america" onclick="javascript:pageTracker._trackPageview('/outgoing/www.slideshare.net/mprofs/b2b-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america');" target="_blank" title="B2B Marketers Use Print Newsletters">B2B counterparts</A> at 22%. In addition, customer retention/loyalty is cited as a top marketing goal for B2C compared to lead generation for B2B.But, both types consider brand awareness to be a crucial content marketing goal, which could explain why print newsletters continue to hold value as a content marketing tactic.Consumers still love getting mail.Direct mail, which includes print newsletters, also resonates with consumers in a way that email simply does not. According to marketing firm <a href="http://printinthemix.com/uploads/File/newsletters/PIM%20Spring%202012%20Final.pdf" onclick="javascript:pageTracker._trackPageview('/outgoing/printinthemix.com/uploads/File/newsletters/PIM%20Spring%202012%20Final.pdf');" title="Epsilon ">Epsilon Targeting’s Consumer Channel Preference Study</A>, direct mail continues to deliver as consumers’ preferred means of receiving marketing messages from brands. Here are some of their key findings:Six out of 10 U.S. consumers surveyed say they “enjoy getting postal mail from brands about new products.”Across all key verticals – from financial and insurance to retail and personal care – direct mail is preferred over email by all respondents.The propensity for direct mail also extends to the 18-34 year old demographicConsumers report getting an emotional boost from receiving direct mail; 60% agree they “enjoy checking their postal mail boxes.”Half of all respondents concur with the statement, “I pay more attention to information I receive by postal mail than if it was received by email.”As with any print medium, a brand has an opportunity to develop a relationship based on a mutually beneficial value proposition. Print newsletters represent an open invitation to communicate your company story as well as its products and services and to <a href="http://www.toprankblog.com/2012/07/life-cycle-optimization-content/" target="_blank" title="Optimize Beyond the Sales Life Cycle">optimize beyond the sales life cycle</A>.Demonstrate value to cut through the clutter.As digital marketers, we sometimes forget that good old-fashioned print meets the conditions of content marketing: demonstrate your value proposition while providing value.Print newsletters, just like <a href="http://www.toprankblog.com/2014/02/print-magazines-content-marketing/" target="_blank" title="Print Magazines as Content Marketing Tactic">print magazines</A>, are a mainstay for many companies wanting a credible way to cut through the clutter. Typically, your newsletter periodical will include articles around one specific subject or topic related to your brand or company and written for a group of people with a common interest — namely your products, services or cause.Like any marketing communication, it’s important to establish a consistent distribution cycle to be the most effective. Whether it’s weekly, monthly or quarterly, determine a regular schedule and stick to it.Although the recipients of your newsletter gave you implicit permission to enter your home or office, remember, newsletters are not ads. If you are sending out a promotional newsletter, your goal, of course, is to turn prospects into customers and customers into repeat buyers. You just want to steer clear of any overt sales pitch. But calls to action are more than acceptable.A print newsletter allows you to give more in-depth information to readers, which is especially important when trying to educate buyers about complex products or services. Once they understand fully the benefits of what your company has to offer, they will be more likely to buy.It grabs attention.It’s a proven way to nurture customers, members and leads.There are no costs for distribution because you already own your customer list.Print is enjoying resurgence because it feels new when compared to digital marketing.The printed word is perceived to be more substantive and therefore more credible.Print allows people to unplug from the online chatter. Its noise to signal ratio is zero, compared to the Internet.Print is tactile, providing a deeper visceral connection to the brand. (Read <a href="http://printinthemix.com/research/show/92" onclick="javascript:pageTracker._trackPageview('/outgoing/printinthemix.com/research/show/92');" target="_blank" title="Using Neuroscience to Understand Role of Direct Mail">Using neuroscience to understand the role of direct mail</A>.)For niche demographics, like seniors, print is perceived as more legitimate.Print newsletters enjoy a longer shelf life, leading to more active engagement.Lacks the immediacy and accessibility of other digital communication channelsBudget and timeline may strain marketing resourcesWith people moving with greater frequency, keeping your list clean may be difficultCost prohibitive to publish in more than one language for most companiesGeorge Dickel® – The Cascade Hollow CourierThis <a href="http://secure.dickel.com/en-row/Products/whisky/cascade-hollow-whisky.aspx" onclick="javascript:pageTracker._trackPageview('/outgoing/secure.dickel.com/en-row/Products/whisky/cascade-hollow-whisky.aspx');" target="_blank" title="Tennessee Whiskey Distiller">Tennessee Whiskey distiller</A> since 1870 celebrates its sipping heritage with apparel, glassware, accessories and tours and publishes a print newsletter to promote it all.<a href="E:\aaaaa\has'\1\data\make money online free and fast\seob\George-Dickel-Consumer-Goods-Print-Newsletter_new.jpg" onclick="javascript:pageTracker._trackPageview('/downloads/wp-content/uploads/George-Dickel-Consumer-Goods-Print-Newsletter_new.jpg');"><img alt="George Dickel - Consumer Goods Print Newsletter" class="size-full wp-image-16471 aligncenter" height="274" src="/George-Dickel-Consumer-Goods-Print-Newsletternew.jpg" width="340"></A>Quality publication that enhances its overall brand message with consistent design and century-old feelCelebrates the outdoor lifestyle so prevalent in the south with content and promotional items, like collectible decoy replicas, to matchPromoting a Huntin’ and Fishin’ story contest further engages their readers adding to their enjoyment valueValent Bioscience Corp.This company was the <a href="http://www.creativityawards.com/42A_Newsletter_B2B.php" onclick="javascript:pageTracker._trackPageview('/outgoing/www.creativityawards.com/42A_Newsletter_B2B.php');" target="_blank" title="Valent Bioscience Gold Winner">Gold Winner</A> in the 42nd annual Creativity International Awards for B2B newsletter design, proving that science doesn’t have to be boring.<img alt="Valent Bioscience Print Newsletter" class="aligncenter size-full wp-image-16475" height="507" src="/Valent-Bioscience-Print-Newsletter.jpg" title="Valent Bioscience Print Newsletter" width="393">Great use of white space, typography, color and visuals4-pages packed with relevant content, including application notes and new product innovation, for its target audienceEstablishes their thought leadership with a strategic article under the heading, Vector Vision, discussing the benefits of controlling the mosquito population, i.e. vector controlAntalisThis leading European distributor of papers and packaging products <a href="http://www.creativityawards.com/42A_Newsletter_Consumer.php" onclick="javascript:pageTracker._trackPageview('/outgoing/www.creativityawards.com/42A_Newsletter_Consumer.php');" target="_blank" title="Award-winning Print Newsletter">took home the gold</A> at the 42nd annual Creativity International Awards.<img alt="Antalis Award Winning Print Newsletter" class="wp-image-16473 aligncenter" height="263" src="/Antalis-Award-Winning-Print-Newsletternew.jpg" title="Antalis Award Winning Print Newsletter" width="340">Bold use of color, design and typographyContent promotes products relevant to the print and visual communications industriesEffective use of non-traditional format, fitting for the creative visual artsEmploys storytelling in a way that makes sense to its target audience looking to learn more about curious metallic®, a specialty paperFirst impressions: Even though your newsletter is most likely free to subscribers, will a new reader perceive value in it? The layout and openness of the design, color and weight of the paper and the balance of text and graphics are being scrutinized in a nanosecond. Does it say, read me now or shelve for later? All elements of your newsletter design should enhance your overall brand message and meet readers’ expectations.Format: Newsletters don’t have to be letter size portrait booklets to be called a newsletter. Other formats may work better, depending on your industry. Explore different sizes, orientations and folds based on the purpose and content length of the publication.Content: Carefully choose your articles so that each one generates results. Avoid using generic filler, such as recipes or quotes. Focus content on industry trends, new product innovations, a top customer spotlight, or company milestones. The goal is to include focused content that meets the informational needs of your target audience. Including testimonials of satisfied customers can add a persuasive element to your content and lets your customers do the selling.Sales tool: You can attract more readers and more potential customers by featuring your company’s area of expertise. This should be tips or best practices that are useful to readers regardless of whether they do business with you. A utility company might offer “energy efficiency tips” or a hotel conference center could offer a meeting and planning guide for corporate clients.Offline promotion: Promote free subscriptions to your newsletter. A simple way to generate leads is to include a call to action in all your company’s marketing communications, such as ads, brochures, catalog, trade show signage, etc. that encourages customers to call or email for a subscription.Online promotion: Include a sign-up box on your website for your free print newsletter and include an archive of sample newsletters to show exactly what the subscriber can expect. Promote it through all your social media channels to drive people back to your website to sign up. You may even want to run a contest using social channels, enticing people to sign up for the printed material.Maximize exposure: Having gone to the time and expense of publishing a newsletter, you want to cast your net wide. Here are a few additional tactics you can employ:Mail your newsletter to all former customers or potential customers who have requested information on your product or service in the past but never ordered from you. Just be sure you make it easy for them to opt out.Give your salespeople copies of the newsletter to hand out on sales calls, at trade shows and exhibition booths.Send the newsletter to all potential clients who may have a strong interest in a solution-oriented article you published that may appeal to them. For example, if your technology solution helped a local hospital save thousands of dollars on staffing costs, send a copy of the newsletter to all the hospitals in your service area.When people actually want to receive information about your company, doesn’t it make sense to include a print newsletter in your marketing mix?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/" target="_blank" title="Content Marketing Tactic Definitions">index of content marketing tactics</A>.Photo credit: <a href="about:www.shutterstock.com/pic-154552895/stock-photo-mail-box-in-front-of-a-house.html" title="Mail Box in Front of House">Shutterstock</A><a id="dd_end"></A> <img alt="Loading ..." class="post-ratings-image" height="16" src="/loading.gif" title="Loading ..." width="16"> Loading ... <a href="http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/_PaGKor0024/" rel="nofollow" target="_blank">View the original article here</a>

Print Newsletters as Content Marketing Tactic: Pros, Cons, Examples and Best Practices

One of the oldest forms of content marketing are printed newsletters that arrive by snail mail, providing valuable, information-rich conten...

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09.09

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

<a id="dd_start"></A><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>.While John Deere Company was an early, early adopter, for many years, print was the sole purview of magazine publishers.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.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.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.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>.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.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.<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?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.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.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.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“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“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“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“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, ParisMost brands see print magazines as a vehicle to reinforce their brand without directly selling their products. Here are some of my favorites:LifeTime Fitness – <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><img alt="LifeTime Fitness Experience Life Magazine" class="wp-image-16436 alignnone" height="425" src="/Life-Time-Fitness-Experience-Life-Magazinenew.jpg" width="300">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 goalsWalmart – <a href="http://www.walmartlivebetter.ca/" onclick="javascript:pageTracker._trackPageview('/outgoing/www.walmartlivebetter.ca/');" target="_blank" title="Live Better - Walmart Canada">Live Better</A><img alt="Walmart Live Better Magazine" class="wp-image-16437 alignnone" height="226" src="/Walmart-Live-Betternew.jpg" width="300">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.John Deere – <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><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">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.Source: <a title="Contently onclick=">Contently</A>Red Bull – <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><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"> 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 marketThese 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.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.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.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.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.Has your company ever considered publishing a print magazine? Which print magazines from brands do you read?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>.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><a id="dd_end"></A> <img alt="Loading ..." class="post-ratings-image" height="16" src="/loading.gif" title="Loading ..." width="16"> Loading ... <a href="http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/JLGJj0Iajxw/" rel="nofollow" target="_blank">View the original article here</a>

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 »

06.21

Print Newsletters as Content Marketing Tactic: Pros, Cons, Examples and Best Practices

<a id="dd_start"></A><img alt="Print Newsletters Mail Delivery" class="alignright size-full wp-image-16474" height="225" src="/Print-Newsletters-Mail-Delivery.jpg" title="Print Newsletters Mail Delivery" width="300">One of the oldest forms of content marketing are printed newsletters that arrive by snail mail, providing valuable, information-rich content that your customers and prospects want. They can be an effective compliment to online promotions or serve niche markets where print is a preferred format.Given the overall decrease in postal mail, a print newsletter can stand out to the recipient, unlike an online newsletter that can get lost in an already too full in-box. Conversely, due to the continuing rise of postal costs, newsletters are more likely to be concise and targeted, providing special appeal.According to the 2014 B2C & B2B Content Marketing Benchmarks, Budgets, and Trends report for North America, <a href="http://www.slideshare.net/mprofs/b2c-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america" onclick="javascript:pageTracker._trackPageview('/outgoing/www.slideshare.net/mprofs/b2c-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america');" target="_blank" title="B2C Marketers Use Print Newsletters">B2C marketers</A> use print newsletters with greater frequency at 29% compared to their <a href="http://www.slideshare.net/mprofs/b2b-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america" onclick="javascript:pageTracker._trackPageview('/outgoing/www.slideshare.net/mprofs/b2b-content-marketing-2014-benchmarks-budgets-and-trendsnorth-america');" target="_blank" title="B2B Marketers Use Print Newsletters">B2B counterparts</A> at 22%. In addition, customer retention/loyalty is cited as a top marketing goal for B2C compared to lead generation for B2B.But, both types consider brand awareness to be a crucial content marketing goal, which could explain why print newsletters continue to hold value as a content marketing tactic.Consumers still love getting mail.Direct mail, which includes print newsletters, also resonates with consumers in a way that email simply does not. According to marketing firm <a href="http://printinthemix.com/uploads/File/newsletters/PIM%20Spring%202012%20Final.pdf" onclick="javascript:pageTracker._trackPageview('/outgoing/printinthemix.com/uploads/File/newsletters/PIM%20Spring%202012%20Final.pdf');" title="Epsilon ">Epsilon Targeting’s Consumer Channel Preference Study</A>, direct mail continues to deliver as consumers’ preferred means of receiving marketing messages from brands. Here are some of their key findings:Six out of 10 U.S. consumers surveyed say they “enjoy getting postal mail from brands about new products.”Across all key verticals – from financial and insurance to retail and personal care – direct mail is preferred over email by all respondents.The propensity for direct mail also extends to the 18-34 year old demographicConsumers report getting an emotional boost from receiving direct mail; 60% agree they “enjoy checking their postal mail boxes.”Half of all respondents concur with the statement, “I pay more attention to information I receive by postal mail than if it was received by email.”As with any print medium, a brand has an opportunity to develop a relationship based on a mutually beneficial value proposition. Print newsletters represent an open invitation to communicate your company story as well as its products and services and to <a href="http://www.toprankblog.com/2012/07/life-cycle-optimization-content/" target="_blank" title="Optimize Beyond the Sales Life Cycle">optimize beyond the sales life cycle</A>.Demonstrate value to cut through the clutter.As digital marketers, we sometimes forget that good old-fashioned print meets the conditions of content marketing: demonstrate your value proposition while providing value.Print newsletters, just like <a href="http://www.toprankblog.com/2014/02/print-magazines-content-marketing/" target="_blank" title="Print Magazines as Content Marketing Tactic">print magazines</A>, are a mainstay for many companies wanting a credible way to cut through the clutter. Typically, your newsletter periodical will include articles around one specific subject or topic related to your brand or company and written for a group of people with a common interest — namely your products, services or cause.Like any marketing communication, it’s important to establish a consistent distribution cycle to be the most effective. Whether it’s weekly, monthly or quarterly, determine a regular schedule and stick to it.Although the recipients of your newsletter gave you implicit permission to enter your home or office, remember, newsletters are not ads. If you are sending out a promotional newsletter, your goal, of course, is to turn prospects into customers and customers into repeat buyers. You just want to steer clear of any overt sales pitch. But calls to action are more than acceptable.A print newsletter allows you to give more in-depth information to readers, which is especially important when trying to educate buyers about complex products or services. Once they understand fully the benefits of what your company has to offer, they will be more likely to buy.It grabs attention.It’s a proven way to nurture customers, members and leads.There are no costs for distribution because you already own your customer list.Print is enjoying resurgence because it feels new when compared to digital marketing.The printed word is perceived to be more substantive and therefore more credible.Print allows people to unplug from the online chatter. Its noise to signal ratio is zero, compared to the Internet.Print is tactile, providing a deeper visceral connection to the brand. (Read <a href="http://printinthemix.com/research/show/92" onclick="javascript:pageTracker._trackPageview('/outgoing/printinthemix.com/research/show/92');" target="_blank" title="Using Neuroscience to Understand Role of Direct Mail">Using neuroscience to understand the role of direct mail</A>.)For niche demographics, like seniors, print is perceived as more legitimate.Print newsletters enjoy a longer shelf life, leading to more active engagement.Lacks the immediacy and accessibility of other digital communication channelsBudget and timeline may strain marketing resourcesWith people moving with greater frequency, keeping your list clean may be difficultCost prohibitive to publish in more than one language for most companiesGeorge Dickel® – The Cascade Hollow CourierThis <a href="http://secure.dickel.com/en-row/Products/whisky/cascade-hollow-whisky.aspx" onclick="javascript:pageTracker._trackPageview('/outgoing/secure.dickel.com/en-row/Products/whisky/cascade-hollow-whisky.aspx');" target="_blank" title="Tennessee Whiskey Distiller">Tennessee Whiskey distiller</A> since 1870 celebrates its sipping heritage with apparel, glassware, accessories and tours and publishes a print newsletter to promote it all.<a href="D:\aaaaa\has'\Auto Blog Samurai\data\make money online free and fast\seob\George-Dickel-Consumer-Goods-Print-Newsletter_new.jpg" onclick="javascript:pageTracker._trackPageview('/downloads/wp-content/uploads/George-Dickel-Consumer-Goods-Print-Newsletter_new.jpg');"><img alt="George Dickel - Consumer Goods Print Newsletter" class="size-full wp-image-16471 aligncenter" height="274" src="/George-Dickel-Consumer-Goods-Print-Newsletternew.jpg" width="340"></A>Quality publication that enhances its overall brand message with consistent design and century-old feelCelebrates the outdoor lifestyle so prevalent in the south with content and promotional items, like collectible decoy replicas, to matchPromoting a Huntin’ and Fishin’ story contest further engages their readers adding to their enjoyment valueValent Bioscience Corp.This company was the <a href="http://www.creativityawards.com/42A_Newsletter_B2B.php" onclick="javascript:pageTracker._trackPageview('/outgoing/www.creativityawards.com/42A_Newsletter_B2B.php');" target="_blank" title="Valent Bioscience Gold Winner">Gold Winner</A> in the 42nd annual Creativity International Awards for B2B newsletter design, proving that science doesn’t have to be boring.<img alt="Valent Bioscience Print Newsletter" class="aligncenter size-full wp-image-16475" height="507" src="/Valent-Bioscience-Print-Newsletter.jpg" title="Valent Bioscience Print Newsletter" width="393">Great use of white space, typography, color and visuals4-pages packed with relevant content, including application notes and new product innovation, for its target audienceEstablishes their thought leadership with a strategic article under the heading, Vector Vision, discussing the benefits of controlling the mosquito population, i.e. vector controlAntalisThis leading European distributor of papers and packaging products <a href="http://www.creativityawards.com/42A_Newsletter_Consumer.php" onclick="javascript:pageTracker._trackPageview('/outgoing/www.creativityawards.com/42A_Newsletter_Consumer.php');" target="_blank" title="Award-winning Print Newsletter">took home the gold</A> at the 42nd annual Creativity International Awards.<img alt="Antalis Award Winning Print Newsletter" class="wp-image-16473 aligncenter" height="263" src="/Antalis-Award-Winning-Print-Newsletternew.jpg" title="Antalis Award Winning Print Newsletter" width="340">Bold use of color, design and typographyContent promotes products relevant to the print and visual communications industriesEffective use of non-traditional format, fitting for the creative visual artsEmploys storytelling in a way that makes sense to its target audience looking to learn more about curious metallic®, a specialty paperFirst impressions: Even though your newsletter is most likely free to subscribers, will a new reader perceive value in it? The layout and openness of the design, color and weight of the paper and the balance of text and graphics are being scrutinized in a nanosecond. Does it say, read me now or shelve for later? All elements of your newsletter design should enhance your overall brand message and meet readers’ expectations.Format: Newsletters don’t have to be letter size portrait booklets to be called a newsletter. Other formats may work better, depending on your industry. Explore different sizes, orientations and folds based on the purpose and content length of the publication.Content: Carefully choose your articles so that each one generates results. Avoid using generic filler, such as recipes or quotes. Focus content on industry trends, new product innovations, a top customer spotlight, or company milestones. The goal is to include focused content that meets the informational needs of your target audience. Including testimonials of satisfied customers can add a persuasive element to your content and lets your customers do the selling.Sales tool: You can attract more readers and more potential customers by featuring your company’s area of expertise. This should be tips or best practices that are useful to readers regardless of whether they do business with you. A utility company might offer “energy efficiency tips” or a hotel conference center could offer a meeting and planning guide for corporate clients.Offline promotion: Promote free subscriptions to your newsletter. A simple way to generate leads is to include a call to action in all your company’s marketing communications, such as ads, brochures, catalog, trade show signage, etc. that encourages customers to call or email for a subscription.Online promotion: Include a sign-up box on your website for your free print newsletter and include an archive of sample newsletters to show exactly what the subscriber can expect. Promote it through all your social media channels to drive people back to your website to sign up. You may even want to run a contest using social channels, enticing people to sign up for the printed material.Maximize exposure: Having gone to the time and expense of publishing a newsletter, you want to cast your net wide. Here are a few additional tactics you can employ:Mail your newsletter to all former customers or potential customers who have requested information on your product or service in the past but never ordered from you. Just be sure you make it easy for them to opt out.Give your salespeople copies of the newsletter to hand out on sales calls, at trade shows and exhibition booths.Send the newsletter to all potential clients who may have a strong interest in a solution-oriented article you published that may appeal to them. For example, if your technology solution helped a local hospital save thousands of dollars on staffing costs, send a copy of the newsletter to all the hospitals in your service area.When people actually want to receive information about your company, doesn’t it make sense to include a print newsletter in your marketing mix?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/" target="_blank" title="Content Marketing Tactic Definitions">index of content marketing tactics</A>.Photo credit: <a href="about:www.shutterstock.com/pic-154552895/stock-photo-mail-box-in-front-of-a-house.html" title="Mail Box in Front of House">Shutterstock</A><a id="dd_end"></A> <img alt="Loading ..." class="post-ratings-image" height="16" src="/loading.gif" title="Loading ..." width="16"> Loading ... <a href="http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/_PaGKor0024/" rel="nofollow" target="_blank">View the original article here</a>

Print Newsletters as Content Marketing Tactic: Pros, Cons, Examples and Best Practices

One of the oldest forms of content marketing are printed newsletters that arrive by snail mail, providing valuable, information-rich conten...

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