PRINT + DIGITAL CONT .
>> about the ability to embed links , the internal links to other articles or website pages , social share buttons , videos , and other content within an article .
Engagement is one of the most important content metrics and is key for growing organic reach , which can , in turn , help brands reduce ad spending or complement both their paid and organic marketing efforts .
HOW CAN YOUR DIGITAL CONTENT INCREASE YOUR ENGAGEMENT ?
• Embedding videos allows for creating a more immersive experience . This is great for learning purposes and also comes back to accessibility . We get to cater to so many more learning styles .
• You get to keep your readers in your sphere by sending them your own content . Example : if we were to link this article to a training video on extending your print program to digital , we ’ d keep our readers focused on our brand by proactively giving them the information they may be looking for .
• Social share buttons make it so easy for readers to share content on a global scale , whereas , for some brands , their print program may be national . This is a great way to grow your reach as a brand .
• You can use infographics to explain complex topics in simpler terms . The more your readers understand , the more likely they are to share , engage , and most importantly progress in their journey as a buyer .
• Use your digital magazine to create polls and quizzes . What better way to understand what your readers want from you than to survey them ?
• Add interactive call-to-actions . When you ask your readers to do something , they are more likely to do it .
• Think of creating a gamification strategy , something as simple as a rewards program for readers who engage with your content on a regular basis .
• Consider creating a special issue that incorporates the ideas and the expertise of your community . You can do this by creating a collaborative article . For example , this is something that LinkedIn has been doing and has proven effective . They will invite various professionals to collaborate on an article in their industry . The final product is a compilation of various viewpoints , opinions , tips , and expertise from many professionals .
When you combine text , links , and videos and find other innovative ways to make your content interactive , you will make it easier for your community to engage with your content , thus allowing for increased reach and community growth .
ACCESS TO BETTER DATA
Where print offers the beauty of tangibility and brand authority , digital media counters with enhanced analytics capabilities . While you know how many subscribers received your print copy , with your digital copy , you ’ ll have access to other data that can help you fuel a better strategy going forward . It ’ s about remembering that both versions complement one another , creating a recipe for further advancing your magazine that ’ s already successful by reaching a wider audience .
Each click , view , share , and comment is what we would consider important data — clues that lead to a deeper understanding of your audience ’ s preferences and behavior as consumers . Then , you can dive into time spent on a page and bounce rates to identify areas of improvement .
HOW COULD YOU USE THIS DATA ?
• Articles that receive high engagement and low bounce rates could fuel ideas for future topics . You can do this by examining the average time your readers spend on specific pages .
• Articles that receive less engagement could be studied and used to suggest small changes in future articles . Less engagement and higher bounce rates aren ’ t an indication that a topic doesn ’ t resonate ; it could just be a simple cue that minor changes are needed .
• You could take the topics covered in your articles that received the most shares and enter the keywords from those articles in various social listening tools to identify future brand collaboration opportunities .
• If available , spend time understanding the devices used to consume your content . We often hear that everything needs to be optimized for mobile , and this is true . It is also important to know if your readers prefer to consume your magazine on a desktop .
• Study how your engagement changes throughout the year and during various seasons . This is great knowledge to plan for the upcoming year , including for your other marketing channels and initiatives .
• Do some A / B testing and identify which products , topics , or even services are receiving the most interest . Again , this can give you clues to fuel your other marketing efforts .
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