9 Things Magazines Teach About Content Strategy
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Magazines can teach content strategists 9 lessons: 1) Research readers, 2) Design compelling covers, 3) Develop a consistent voice, 4) Include regular features, 5) Use visuals creatively within budgets, 6) Find new angles on topics, 7) Add humor where appropriate, 8) Develop a distinctive personality through columns and editors' letters, and 9) Consider feedback critically but don't overreact to any single comment. The document outlines these 9 points magazines employ to engage audiences that content strategists can apply online.
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9 Things Magazines Teach About Content Strategy
- 1. 9 things magazines can teach content strategy
- 2. Magazines are dead... allegedly
- 3. 1. Research your reader Pic: isixsigma.com
- 4. 2. Think about your ‘cover’ • Top left is vital • Numbers are brilliant • Offer irresistible content
- 5. 3. Find your voice • Magazines offer lots of different types of content... • Yet it always sounds ‘right’... • Even if it’s written by numerous different authors
- 6. 4. Create regular features
- 7. 5. Use pictures… properly • The web is just as visual as magazines are... • Think creatively within your budget • Don’t just think, ‘Oh, that’ll do!’
- 9. 7. Get a sense of humour • Most people respond to the right kind of wit
- 10. 8. Get a personality • Editor letters • Columnists • Staff picks... Think about why people buy into your ‘brand’
- 11. 9. Treat most feedback with a pinch of salt
Notas do Editor
- 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