The Mequoda Group LLC has just published their white paper Digital Content Marketing Strategy, which can be downloaded in its entirety from www.mequodafree.com. It contains some very interesting information about digital content marketing trends as well as what goes in to creating and implementing a complete content marketing strategy.
It goes without saying that the last decade has seen major upheavals and dramatic change in the publishing industry as a whole, and in magazine publishing in particular. Publishers and content providers have had to reevaluate, reconfigure and replace their marketing practices in order to not only increase their customer base, but just to maintain the customers that they already have.
Any fundamental change, no matter whether in business models, social policy or personal experiences is uncomfortable, but many times doing nothing and remaining static is not an option. So it is in the publishing industry today. Within the last decade or so, the previously unthinkable strategy of giving away content for free has become routine, and it has opened up opportunities for publishers to charge for more premium (hence more valuable) content and create entirely new revenue streams.
Producing and/or distributing premium content comes with both pros and cons. Publishers must decide exactly what information will “hook” their audience then they must make the decision to give it away in the hopes of getting the customer to buy the complete experience. It’s a fine balancing act to decide what information to charge for and what to give away for free.
Publishers of magazines and newsletters have seen the most gains from digital distribution, but the numbers are still small. The percentage of total sales from digital products is expected to increase exponentially as tablet use increases. The increasing availability of apps for smartphones is also accounting for the increased adaptation.
According to the Mequoda report, there are six important elements needed to produce good, effective, marketable content. They include good storytelling, custom content, and proficient writing and editing.
Other fundamentals have not changed, such as the need for a deep understanding of who the client is and what their needs are, as well as understanding what experience the client is looking for. This includes knowing that today’s technology users are sophisticated seekers of information who demand trusted sources.
If you would like to discuss content marketing, let us know. We can help get you there.