PUBLICATIONS
By David Vanden Hull
VistaComm Director of Sales and Inbound Marketing
TO GAIN READERS,
IMPROVE YOUR CONTENT
4 5
B2B
Have you ever wondered what happens after your
company’s newsletter or magazine hits mailboxes? In a
perfect world, your customers or members would read
it cover to cover. But more than likely, they just thumb
through it looking for articles that interest them.
OUT
OF
marketers use content for
their lead generation efforts. *
So what can you do to beef up your publication so
people will take time to read it? Here are a few helpful
tips to increase your readership.
TALK TO CUSTOMERS ABOUT SUBJECTS IMPORTANT TO THEM
Focus on information that’s different or newsworthy. Be specific. Make it worthwhile.
Instead of this …
Try this…
“It’s time to think about spring applications …” Include a list of the three applications especially
important this year.
“Count on us for all of your energy needs …” Talk about the financial advantages of fuel contracts
or discounts.
“We’re ready for your grain this harvest …” Spell out specific steps to get trucks dumped and back
to the field faster.
These are ag examples, but you get the idea. Remember, printing a company publication is more than just an obligation
every few months. It’s an opportunity to communicate value to your customers.
* http://www.searchenginewatch.com, 2017
FOR MORE INFO
16
AGRI-INSIGHTS ISSUE 2 2017
Looking for help making your business publication even better? It all begins with planning.
VistaComm has an easy-to-use EDITORIAL CALENDAR resource you can download
at VistaComm.com/editorial-calendar. Organize your entire communication plan and
content in one place.
844.453.9261