When Old School Is Out-of-the-Box: Print Magazines as Content Marketing

Yvonne Lyons writing for Business 2 Community:

Everyone is publishing: blog posts, white papers and eBooks, content in email marketing and marketing automation, posts on Twitter, Facebook, Instagram, Pinterest, and Snapchat. Online, we are drowning in content.

The amount of content we are bombarded with is so overwhelming and repetitive that some savvy brands are rediscovering a more traditional path to engage “eyeballs.” They’re going back to print magazines. In fact, about 36 percent of B2B marketers use print magazines, according to the Content Marketing Institute’s 2016 survey on content marketing efforts. […]

All of these “brand publishers” say that offering quarterly or monthly magazines helps them connect more deeply with customers, establishes thought leadership in a more meaningful way, and distinguishes them from competitors. Other reasons companies cite to launch print magazines include:

  • Fostering a sense of membership and boosting loyalty
  • Reaching audiences that enjoy the tactile experience of reading a magazine, which people spend more time with, and keep for longer periods of time
  • Allowing customers to escape digital overload
  • Standing out in mailboxes at a time when the amount of direct mail has dropped dramatically
  • Increasing revenues when linking magazine content to digital platforms

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