Lesson in stealing. Call me the Fagan of content marketing. Thought long and hard about how to build this up Hollywood style thnrealised why try when these guys can do it much better…
See what I mean. Sean Connery is so much better at setting the scene than I am. No idea how long it took to find that clip….but anyway… Before we move onto the heist itself a little about me
I’m a former magazine editor turned SEO and digital marketing agency owner. I run Zazzle, a content marketing agency with technical optimisation expertise.Spent ten years in print and its this time I want to delve into a little today to help with your content marketing efforts.
With any great heist we need a valuable target and for today that target is magazinesMasses of time invested in making them and decades of experience in perfecting how to create audiences of value.
Today we’re going to look at turning print insight into web strategy
So no time to waste…let’s go and steal some shit
Heist one is all about strategy
Best place to start is covers. Magazines great example of technical content knowledge. Understand readership and personas perfectly and know what content sells. Talk about all these things in a little while.For now though how to we use this info to our advantage online?
All revolves around editorial pillars aligned to personasBrainstorm ideas around those pillarsCapture in a 6 month plan
Next idea themeing. Really powerful tool. Sells more. Go indepth and package. Eooks and guides. Lots of content
Create your key themes and ad to editorial plan
Personas we spoek about.Create tghem by surveying then meeting some of them down the pub.Add real detail. What beer they drink etc so you can paint picture. Magazines do a LOT f this.
Find out who you are as a result of those personas. Align to famous person
Heist 2 – conversion. Magazine newstand really competitive so developed ways to improve sales.
Research suggests that type should be at least 30 percent lighter or darker than the background on which it appears to ensure legibility, Magazines that use bright or metallic inks tend to have high sales, especially among younger audiences. Bright inks help make the logo and cover headlines are short, concise, and easily digestible, promising a better you by the time you finish reading. Exclamation points suggest urgency.Green is bad. On white/contrast creates action. Focused design
Milwakee police clear concise message. Only uk police do same.
Incentivisedpurschase. Bagging and gifting. Get right align to personas big uplift
Comps are digital version of gifting. Make more of them. Homepage takeovers. Link to social.
Typograhy and hotspots key to magazines See more of typography in web design as it matures. Great way of establishing brand feel.Hotpots on newstand 3 seconds t sell.Similar to the F pattern on the web in how we read. Mags exploit this.
Great example of typography here. These guys really do shoot bottoles only.Used typography as design.Understand those hotspots also.
Final area of concentration is content flow and types.Content schedule should flow like music. Magazines are brilliant at it. Understand how to organise types of content into a timeline to flow well and keep reader engaged. S important.
Talked about content types. To flow need big and small ideas. But lots more small ideas.Magazines do this well with their front sections. Full of bitesized nuggets.Made up of types and brainstorm around these. Adds structure.
Once you have types map them against your ideas and makes great content creation easier for your website
One area see more of online is opinion. Huge in print so why don’t we do it in digital?Reason why richardlittlejohn earns a million. Because he sells papers.
Do more online. Pushing for this a lot right now. Create a persona or hire in a big name to do it. Great for retaining visitors and direct traffic.
REVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN. Schematically map types to this…
Flatplan. Add your ideas in here and hey presto a ready made content strategy made by the experts!
THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?
Content Marketing Show Presentation
LET HIM EXPLAIN…
WHO’S LEADING THIS HEIST? FORMER MAGAZINE EDITOR TURNED AGENCY OWNER CORE COMPETENCIES IN CONTENT MARKETING, SOCIAL AND SEO