To gain exposure and customer engagement, savvy brands are publishing high-quality printed magazines that feature delicious editorial content and gorgeous imagery.
We’ve talked about this idea before, incorporating print into your content marketing. Using editorial content to engage with readers is long-standing strategy, as Buckenmeyer points out when referring to John Deere’s 100+ year old agricultural magazine, The Furrow. While much is being done online with digital collateral, the value of the printed piece remains high.
“A magazine comprised of independent editorial content and not just dissembled product promotion gives companies a rich way of engaging customers, fostering their values, promoting their mission or creating context for the brand itself,” says Buckenmeyer.
“Ironically, magazines can have more engagement than websites, where visits can literally be just a few seconds long. Advocates of the analog approach say that brand magazines foster stronger relationships with customers and create a significant amount of goodwill.”
It seems to work particularly well for brands with a well-defined market, like the high end Four Seasons Magazine and its combination of adventure, luxury and trends.
In our opinion it works best when, as a brand, you truly have something to say. Thinly veiled promotional material does not good reading make, so your editorial decisions must go behind the “call to action” so ingrained in our marketing-speak.
Find your voice and give it space to grow – on paper. It’s a beautiful way to invest in your brand.