“No matter what your product is, no matter what your business is selling, all companies are now, by default, content companies. And if you are interested in selling a product, you have to have content and a following,”
Quote from the Emmy nominated host – Jason Silva, of Brain Games on NatGeo, the Emmy nominated show
Digital magazines improve a brand's perception
Flip magazines help build a brand's authority
Build trust with your target audience
Increase engagement with interactive content
Content Marketing Generates More Leads Than Traditional Marketing By..
Content Marketing Is Less Expensive Than Traditional Marketing By..
Average Number Of Content Marketing Tactics Used By Companies Of 10K + Employees
Pieces Of Content Shared Every Day-27 Million
So Many Different Types Of Content
Traditional content has included articles both online and off-line, advertising in its various forms – newspaper, magazine, TV, cinema and radio, along with reader surveys and competitions.
Online the different types of content have become more extensive, and brands who are very proactive with their content engage in a number of these.
Some of the most popular content types are List articles, How to articles, Infographics, Videos, Podcasts, Expert Round-ups, Memes, Product Reviews, Guides, Emotive Opinion Posts, Case Studies, Link Pages, Whitepapers, E-books and E-magazines
All of these content types have their own merits and benefits. However online magazines, or e-magazines, have some that are quite special.
Brands Are Now Publishers
The phrase content is king has been going around for many years now, and year on year it is evident that many companies realise the need to invest more into their content production. This process essentially turns lots of different company types into publishers.
In April 2015 there was an interesting feature over on Entrepreneur.com entitled: Brands as Publishers: Success Follows Successful Content Marketing The article describes how brands have been communicating with their customers and users for around 150 years, starting off with straightforward ads, such as the type of ads that made cigarettes very appealing.
Slightly more recently, 86 years ago, Guinness came up with a slogan that certainly stood the test of time. I know I grew up believing that the slogan was true …being Irish! More about that a bit later…
Digital Magazines - 22 Potential Benefits
1. Improved brand perception
When e-magazines are produced to look professional and beautiful, subliminally the brand’s customers and potential customers feel that they are dealing with a company of a raised status.
A well produced magazine has a glamour appeal, and can therefore be more desirable than some other content types. This is something that may be challenging to analyse, however just think about your own reaction when presented with a dull website versus a stylish online magazine.
2. Build trust
E-magazines can build trust and enhance your company’s reputation.
3. Build authority
Additionally your brand can increase its authority in its niche, and its customers perception, by producing online magazines.
4. A super way to re-purpose content
Producing flip-magazines is a super way to re-purpose valuable content. Sometimes you may have all the content available, or perhaps it may require some editing, or additional content. However when you start considering launching an e-magazine, you may be pleasantly surprised at the amount of content that you have to hand, that can be presented in a new way that adds value to it.
5. Engage and entertain
Unique, useful content, that combines the written word along with visual and possibly interactive elements, will engage and entertain your visitors.
Storytelling has become a successful trend in content marketing. This method can easily be worked in to an online magazine, for example using long-form content along with short snippets, which can appeal to different types of readers.
7. Global reach
Flip-magazines can reach audiences beyond geographical boundaries.
8. Engages both right and left brain hemispheres
The combination of useful, unique written content along with high-quality images engages both the right and left brain hemispheres. The left brain will appreciate the words, fax, use of language and analysis of the information, while the right brain will enjoy the visual images, artistic layout, the creativity and the feelings that are triggered whilst enjoying the e- magazine.
9. Increase customer spending
Research has shown that the use of magazines along with other marketing methods can increase customer spending by as much as 25%.
10. Get to know your audience better
With Google Analytics installed, your team can analyse what content in the magazine is most popular and take this into account, both for future editions, but of course, also throughout your website, social media and all marketing channels that you employ.
11. Build subscriptions
E-magazines can be placed directly on your website, or you can choose to ask for visitors’ email addresses before granting access to the magazine. This approach will very much depend on your aims, but building a strong subscriptions database can be very useful for many businesses.
If you have interactive content, such as videos, these can grow engagement even further, as they can be embedded in the digital magazine.
13. Tablet owners read more magazines
Research has shown that many tablet owners read online magazines.
Research as far back as 2011 has shown that:
66% of new mobile device owners intend to consume more digital magazine content
55% enjoy reading the back issues of e-magazines
83% archive a back issue or article
14. Build loyalty
Between great content and a beautiful presentation, flip-magazines can also help build customer loyalty.
15. Appointment setting/brand reminder
Some companies use digital magazines simply as a regular brand reminder, if they produce updated versions, or set about creating a collection of e-magazines over time. These can be schedule to be sent out to a customer database at a set time, be in quarterly, bi-annually, monthly etc. Once the content is not self-serving, this process can be very successful. It is the publishing of great material in this format that by itself helps to strengthen the brand’s image as a company that customers like to be associated with, therefore buy products or services from.
16. Far more affordable than print publishing
There is really no comparison between the cost of producing digital magazines versus print magazines – the figures are worlds apart. In order to produce a corporate magazines, an entity needs to invest a substantial amount of money from its own marketing budget, unless they are in the position to sell some advertising, which may or may not be desirable anyhow.
17. Flip-magazines are environmentally friendly
As well as being far less expensive to product, flip-magazines are environmentally friendly.
18. Digital magazines are a faster publishing method
Producing digital magazines is faster than producing print media. This gives your organisation added flexibility, as ideas can be manifested into e-magazines relatively quickly.
19. Social media integration
Digital magazines sit wonderfully in the world of social media. There are numerous ways to attract new readers, and possible customers, by being creative with the material that is included in the e-magazine across your social media channels.
20. Cross channel
Digital magazines are the perfect place for cross channel media to reside in one place, plus they fit nicely into a centralised branded hub.
21. Back issues available to readers
Unlike traditional print media, back issues can be available easily to readers.
22. Advertising opportunities
If you already have a substantial following via subscriptions and social media channels, it could be that it would be beneficial for complimentary companies to advertise in your company’s digital magazine. This will depend on your vision for the publication, however, it may not be a route that some companies wish to pursue.
For some niches this can work very well, once the advertisers are related to your service or product offering, in a supportive way (not competitive) and that their advertising is useful to your target audience, and not obtrusive.
Enhance With Different Media
You may already be aware, but there are different types of media that can be included in these digital magazines.
If you have existing media, or wish to create some, this can really enhance the users’ experience.
Media Which Can Be Included
- Audio files (interviews, podcasts etc.)
- Slide presentations
Join The Giants
As a company, your main aim is most likely to increase sales, customer loyalty, and brand awareness. However don’t forget that when you go down this route, you are essentially a publisher, that’s why I’ve included some of the giants below, to see how their transition to digital has been. Why not join them?
New York Times
Even though you may not be looking for subscribers to pay for your e-magazine, taking a look at some of the growth that has happened in this market is a good indication of the trends. In a two-and a half year period the New York Times increased revenue from $0-$150 million.
In January 2015 there was an interesting article over on Forbes, which discusses the crucial digital strategy of the New York Times. Their paid for subscription has to deal with competition from the likes of the Huffington Post, Yahoo, and plenty more which offer free news online. At the top of the list of this analysis of the New York Times on Forbes, is the same strategy that should be applied to any newspaper, magazine and business website or blog:
The maintenance of quality content
The full analysis can be read here.
An ABC audit of 2015 confirms that customers are now opting for digital only subscriptions as opposed to digital and print hybrids. The Economist has had a 69% increase year on year for the last few years, in digital editions sales, and in the first six months of 2015 the title’s worldwide digital circulation jumped by 22%.