Partnership, Strategy and
Messaging through
Print Magazines
Carrie Huckeby
A Content Marketing Company
StephenV. Smith
A Content Marketing Company
The Idea
CHAPTER ONE:
A Content Marketing Company
“What was the foundation
of this idea?”
“How did the Regional
Magazine grow out of this
West Kentucky and Tennessee
TelecommunicationsCooperative
&
A Content Marketing Company
Message Strategy
& Needs Defined
CHAPTER TWO:
A Content Marketing Company
“Why?”
A Content Marketing Company
It was working in other areas
1
A Content Marketing Company
Format allows for more
content, in-depth articles
2
A Content Marketing Company
Communicate changes in the
industry
3
A Content Marketing Company
Educate members about
fiber / broadband
4
A Content Marketing Company
Update members about
construction progress
5
A Content Marketing Company
Product positioning
6
A Content Marketing Company
We needed a more powerful
sales tool
7
A Content Marketing Company
Enhance company image /
share information
8
A Content Marketing Company
Partnering allows participants
to communicate at a higher
level while gaining much more
value ...
A Content Marketing Company
Collaboration
& Partnership
CHAPTER THREE:
A Content Marketing Company
“What telcos are currently
involved? How did this
partnership form?”
A Content Marketing Company
“What are other ways telcos can
benefit from forming
partnerships?”
A Content Marketing Company
Bring services to market that
you couldn’t offer by yourself
1
A Content Marketing Company
Leverage one another’s resources,
connections and talents to improve
your respective operation...
A Content Marketing Company
Attract top-level talent
3
A Content Marketing Company
Share startup costs and other
expenses
4
A Content Marketing Company
Scale your business faster and
more efficiently
5
A Content Marketing Company
Streamline your systems to
achieve continuity in procedures
6
A Content Marketing Company
Content Creation
& Production
CHAPTER FOUR:
A Content Marketing Company
“How is content produced?”
A Content Marketing Company
Identify a Local Editor
1
A Content Marketing Company
Develop / approve the
editorial calendar
2
PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basket...
PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basket...
A Content Marketing Company
Collect information
3
A Content Marketing Company
Types of content:
- Community Focus
- Employee Focus
- Company Focus
- Sales Focus
A Content Marketing Company
Write and design pages
4
A Content Marketing Company
Proof... and proof again
5
A Content Marketing Company
Inform employees first
6
A Content Marketing Company
Engage the community
7
A Content Marketing Company
PROJECT NOTE:
WordSouth brings
professional, experienced
writers and editors to the
project — ...
A Content Marketing Company
PROJECT NOTE:
Telco staff is not overburdened,
because WordSouth manages
the content collectio...
A Content Marketing Company
“What are the timelines?”
A Content Marketing Company
Sept/Oct 2013 Issue
July 1: Features/news
July 15: Promos/timely updates
Aug 1: Final approval...
A Content Marketing Company
“How does partnering affect
pricing?”
A Content Marketing Company
By partnering, you can access
pricing and services that would
be impossible to get on your own...
A Content Marketing Company
Lessons Learned
& Opportunities
CHAPTER FIVE:
A Content Marketing Company
“What have you learned?”
A Content Marketing Company
Once you develop content,
find ways to repurpose it
1
A Content Marketing Company
Cross-promote your content
across your various outlets
2
A Content Marketing Company
It’s important to create ways
for your audience to provide
feedback
3
A Content Marketing Company
Stories drive engagement.
4
A Content Marketing Company
Engagement:
- It drives sales.
- It creates informed members.
- It creates advocates.
- It bui...
A Content Marketing Company
Tell your story... it’s powerful.
5
A Content Marketing Company
“What does the future hold?”
A Content Marketing Company
Increase participation to:
A) Drive down cost per piece
B) Expand member education
1
A Content Marketing Company
Look for additional ways to
share content among
participants (adding video
versions of stories...
A Content Marketing Company
Expanding content to mobile
platform through a
custom app
3
HT A N K
OY U !
CarrieHuckeby@tmsvcs.com
SSmith@wordsouth.com
Partnership, Strategy and Messaging Through Print Magazines
Partnership, Strategy and Messaging Through Print Magazines
Partnership, Strategy and Messaging Through Print Magazines
Partnership, Strategy and Messaging Through Print Magazines
Partnership, Strategy and Messaging Through Print Magazines
Partnership, Strategy and Messaging Through Print Magazines
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Partnership, Strategy and Messaging Through Print Magazines

  1. 1. Partnership, Strategy and Messaging through Print Magazines Carrie Huckeby A Content Marketing Company StephenV. Smith
  2. 2. A Content Marketing Company The Idea CHAPTER ONE:
  3. 3. A Content Marketing Company “What was the foundation of this idea?”
  4. 4. “How did the Regional Magazine grow out of this
  5. 5. West Kentucky and Tennessee TelecommunicationsCooperative &
  6. 6. A Content Marketing Company Message Strategy & Needs Defined CHAPTER TWO:
  7. 7. A Content Marketing Company “Why?”
  8. 8. A Content Marketing Company It was working in other areas 1
  9. 9. A Content Marketing Company Format allows for more content, in-depth articles 2
  10. 10. A Content Marketing Company Communicate changes in the industry 3
  11. 11. A Content Marketing Company Educate members about fiber / broadband 4
  12. 12. A Content Marketing Company Update members about construction progress 5
  13. 13. A Content Marketing Company Product positioning 6
  14. 14. A Content Marketing Company We needed a more powerful sales tool 7
  15. 15. A Content Marketing Company Enhance company image / share information 8
  16. 16. A Content Marketing Company Partnering allows participants to communicate at a higher level while gaining much more value for their money 9
  17. 17. A Content Marketing Company Collaboration & Partnership CHAPTER THREE:
  18. 18. A Content Marketing Company “What telcos are currently involved? How did this partnership form?”
  19. 19. A Content Marketing Company “What are other ways telcos can benefit from forming partnerships?”
  20. 20. A Content Marketing Company Bring services to market that you couldn’t offer by yourself 1
  21. 21. A Content Marketing Company Leverage one another’s resources, connections and talents to improve your respective operations 2
  22. 22. A Content Marketing Company Attract top-level talent 3
  23. 23. A Content Marketing Company Share startup costs and other expenses 4
  24. 24. A Content Marketing Company Scale your business faster and more efficiently 5
  25. 25. A Content Marketing Company Streamline your systems to achieve continuity in procedures 6
  26. 26. A Content Marketing Company Content Creation & Production CHAPTER FOUR:
  27. 27. A Content Marketing Company “How is content produced?”
  28. 28. A Content Marketing Company Identify a Local Editor 1
  29. 29. A Content Marketing Company Develop / approve the editorial calendar 2
  30. 30. PAGE NUMBER DESCRIPTION fRONT COvER Cover photo: Dog Sled Team PAGE 4 CEO Column PAGE 5 Company News: Fiber Update, Basketball Schedule PAGE 8 Full Throttle Distillery in Trimble, TN PAGE 9 Tech Store shopping for Christmas PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US. PAGE 13 Dog Sled BACk COvER Promo: TBD Dates Planning/Collecting Begins Initial Proof to Telco Final Approval from Telco Print Week Aug. 1, 2013 Sept. 15, 2013 Sept. 30, 2013 Oct. 7 , 2013 LOCAL PAGES Nov-Dec 2013 WK&T - Regional Magazine Editorial Calendar { { { A Content Marketing Company
  31. 31. PAGE NUMBER DESCRIPTION fRONT COvER Cover photo: Dog Sled Team PAGE 4 CEO Column PAGE 5 Company News: Fiber Update, Basketball Schedule PAGE 8 Full Throttle Distillery in Trimble, TN PAGE 9 Tech Store shopping for Christmas PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US. PAGE 13 Dog Sled BACk COvER Promo: TBD { { {
  32. 32. A Content Marketing Company Collect information 3
  33. 33. A Content Marketing Company Types of content: - Community Focus - Employee Focus - Company Focus - Sales Focus
  34. 34. A Content Marketing Company Write and design pages 4
  35. 35. A Content Marketing Company Proof... and proof again 5
  36. 36. A Content Marketing Company Inform employees first 6
  37. 37. A Content Marketing Company Engage the community 7
  38. 38. A Content Marketing Company PROJECT NOTE: WordSouth brings professional, experienced writers and editors to the project — but the telco has complete editorial control
  39. 39. A Content Marketing Company PROJECT NOTE: Telco staff is not overburdened, because WordSouth manages the content collection, printing and distribution processes.
  40. 40. A Content Marketing Company “What are the timelines?”
  41. 41. A Content Marketing Company Sept/Oct 2013 Issue July 1: Features/news July 15: Promos/timely updates Aug 1: Final approval from client Aug 1: Printing process begins Aug 25: Magazines enter mail stream
  42. 42. A Content Marketing Company “How does partnering affect pricing?”
  43. 43. A Content Marketing Company By partnering, you can access pricing and services that would be impossible to get on your own $
  44. 44. A Content Marketing Company Lessons Learned & Opportunities CHAPTER FIVE:
  45. 45. A Content Marketing Company “What have you learned?”
  46. 46. A Content Marketing Company Once you develop content, find ways to repurpose it 1
  47. 47. A Content Marketing Company Cross-promote your content across your various outlets 2
  48. 48. A Content Marketing Company It’s important to create ways for your audience to provide feedback 3
  49. 49. A Content Marketing Company Stories drive engagement. 4
  50. 50. A Content Marketing Company Engagement: - It drives sales. - It creates informed members. - It creates advocates. - It builds fans.
  51. 51. A Content Marketing Company Tell your story... it’s powerful. 5
  52. 52. A Content Marketing Company “What does the future hold?”
  53. 53. A Content Marketing Company Increase participation to: A) Drive down cost per piece B) Expand member education 1
  54. 54. A Content Marketing Company Look for additional ways to share content among participants (adding video versions of stories to share) 2
  55. 55. A Content Marketing Company Expanding content to mobile platform through a custom app 3
  56. 56. HT A N K OY U ! CarrieHuckeby@tmsvcs.com SSmith@wordsouth.com
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