Print isn’t dead—it’s in the midst of a comeback. Leverage it to your advantage.
Despite what you may have heard, print content is not going the way of the dodo. In fact, it is becoming ever more valuable as a tool to boost your digital engagement. All it takes is investing time to build a connection between the two.
1. Foster Social Connection
While utilizing print media to boost your readers’ awareness of your social media presence seems simple or obvious, some brands still don’t list their social channels in an obvious location in their print publication. With today’s consumer being more connected than ever, that’s a huge missed opportunity. Don’t hide it in tiny icons on the back page, either—find somewhere to clearly list your Facebook, Instagram, and Twitter accounts where readers can easily find and follow them.
2. Create a #Campaign
Once you get readers to your social channels, engage with theirs. Creating a hashtag campaign boosts engagement in a way that is easy for you to track and simple to slide into your print publication. This is especially useful for any upcoming events you may be advertising in your print content. Make sure to do your research on resources like Tagboard to ensure no one else is using your chosen hashtag, and make it clever. Readers will create their own content, and your brand will spread to other people viewing the hashtag.
3. Expand Editorial Content
In print articles, you are limited by page size, and sometimes you have more content than will fit in your allotted space. Don’t toss that content out—save it for digital. A call to action at the end of your print article can lure the reader to a digital location where the rest of the information is waiting for them. It doesn’t have to be more blocks of copy, either. Take this opportunity to stretch your creativity, and present the additional content as a video, infographic, or another interactive format.
4. Heed the Call to Action
The call-to-action (CTA) is the first step, and arguably the most critical component, in the conversion process—but too many marketers mistakenly treat the CTA as an afterthought. The most effective CTA will be precise about promised deliverables, directly relate to your content, and will include a clearly defined value proposition. Always ask yourself, "What exactly am I asking the reader to do and for what reason?".
5. Explore Interactive Print
More brands are choosing to use augmented reality and 3-D video as part of their mobile advertising strategies. When utilized properly, they can engage your readers on a whole new level. Calls-to-action that drive to an augmented reality campaign have been utilized in magazines by brands such as Lexus, Vespa, and Disney to enhance readers’ experience of content, getting them excited about what they’re seeing and, by the same token, the brand that is being advertised.
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