So you want to be a big success in digital publishing? Good for you. And good luck trying to navigate all of the twists and turns of the ever-changing publishing landscape. Here are a few of my favorite tricks that will keep you ahead of the game.
Make a content consumption calendar. This is simple to do. Start with your average day. Write down everything you do during the day and why you did it. From here, make a content consumption calendar. For example, wake up, roll over, check email. Why? It's a fast way to get a quick glimpse of what happened or will be happening. It sets the agenda for the morning. The calendar entry for this would be: 6 a.m.: mobile scan of content. This effort helps you understand when people will engage, buy, or browse your content. Your editorial and marketing will change (for the better) as a result.
Know your audience. Your content strategy should be different based on the audience you are speaking to. You probably already know your print audience and your web audience. But do you know your Twitter and Facebook audiences? A favorite resource of mine is: http://www.knowyourfollowers.com. It provides a pretty awesome overview of your brand's social pull.
Overlay your interactive assets onto your editorial. Just because you haven't created a fully interactive publication yet doesn't mean you don't have one. Chances are you have incredible video and photo footage already. You just need to overlay it onto your content. At my company, many publishers use our ZINIO FUSION™ tool to do this. But there are a variety of ways to bring this to life. Robb Report had great success when leading with this interactive asset as a lead-in to its digital magazine.
Create infographics to share your content. Another favorite site of mine is http://www.visual.ly. It has built an infographic creator that makes your data and content insight look incredible to anyone. The press loves infographics and so do most consumers. You can have lots of fun with this site.
Play off of consumer engagement videos on YouTube. I have to give a shout-out to the media team at LBI for this tip. With video content being so widely viewed, your brand can have big leaps forward by creating ads that sit on topical content. I don't mean the boring brand ads we are used to, or the hardcore direct ads we all use; I mean the topically relevant ads we all appreciate. For example, a video of a cat on a Roomba on YouTube means millions are hooked. Why not run an ad on it that says "Another cat video huh? How about reading a great magazine instead?"
These are just a few of my favorites. I'd love to hear what works for you, or if you garner any success out of integrating these. Good luck!
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Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.