9 ways magazines can help your content strategy

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Originally presented at the Brighton Content Strategy Meetup in May 2013, this presentation looks at tips and tricks learned from years working in magazines that should be used to improve a content strategy

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  • All the magazines on the left have disappeared from newstands over the last 2 years
  • Do more than just create a persona – map out your core user’s life
  • You can be creative with your copy and promos on your homepage. They don’t need to be so SEO-focussed
  • Your brand should have a distinct voice – but a slightly different ‘tone’ depending on the method of communication
  • Don’t just slap a cheesy pic of a couple grinning – think. The web is even more visual than magazines
  • Richard Branson didn’t invent the compilation album – he found a new angle. Don’t write the same thing that everyone else has already written – come up with a different way in to the topic.
  • Your staff and ambassadors should be at the heart of your content strategy. Your content should make your users ‘feel’ something, as well as ‘do’ something. Make sure your users can identify with you
  • If your numbers aren’t slipping, then ignore all the hateful commenters
  • 9 ways magazines can help your content strategy

    1. 1. 9 things magazines canteach content strategy
    2. 2. Magazines are dead... allegedly
    3. 3. 1. Research your readerPic: isixsigma.com
    4. 4. 2. Think about your ‘cover’• Top left is vital• Numbers are brilliant• Offer irresistiblecontent
    5. 5. 3. Find your voice• Magazines offer lots of different types ofcontent...• Yet it always sounds‘right’...• Even if it’s writtenby numerous differentauthors
    6. 6. 4. Create regular features
    7. 7. 5. Use pictures… properly• The web is just asvisual as magazinesare...• Think creatively withinyour budget• Don’t just think, ‘Oh,that’ll do!’
    8. 8. 6.Findanewangle
    9. 9. 7. Get a sense of humour• Most people respond to the right kind of wit
    10. 10. 8. Get a personality• Editor letters• Columnists• Staff picks...Think about why peoplebuy into your ‘brand’
    11. 11. 9. Treatmostfeedbackwith apinch ofsalt
    12. 12. Any questions?rob@robmansfield.net@robram

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