Using digital publishing in your sales and marketing strategies

In MARKETING
14 October 2021
Share

User appetite for content is stronger than ever as consumers demand access to information, anytime and everywhere. Due to these expectations, digital publishing has quickly become an essential part of business models around the world. In this article, we’ll explore 6 effective ways digital publications can prove useful in your sales and marketing strategies. Plus, see great examples of how Calaméo can help you implement them!

Utilize email marketing and newsletters

Creating attractive email newsletters for your clients can be a major asset to your marketing strategy. That’s because it allows you to reach a place that most people use every day—their inbox. You can optimize this platform even further by promoting valuable content up front to your readers with digital publications.

🔎 EXAMPLE: We see below how the Calaméo marketing team used an email newsletter creatively to promote the Guided Tour digital publication. Note the use of descriptive text and bold graphics for maximum impact.

Optimize advertisements

The best sales and marketing strategies leverage technology to convert audiences into buyers. With online publications you can link your readers directly to your advertiser’s website by using the Calaméo Editor. Instead of relying on your readers to have enough interest to remember to search the information displayed in a print advertisement, one simple link gets your reader to the ad in seconds.

Offer a window to your brand

Of course, you already have a website where you drive traffic via organic search, convert visitors to email subscribers and sell your numerous products. But don’t forget to showcase digital publications there, too!

Online content consumption is at an all-time high. So displaying digital publications on your website is a great opportunity to get your message across to a target audience. This will also build credibility in the eyes of potential customers. You can compile all of your online publications in your very own newsstand with the Calaméo library widget. Create a window to your brand and maximize the power of your digital content—a clever marketing tactic!

🔎 EXAMPLE: Here is how our client EU Jacksonville makes their publications consultable via their website:

Content lead generation

Content is king and can prove very effective in your sales and marketing strategies if executed successfully. Releasing digital publications can be highly useful for lead generation. Because they provide value up front, this content can help educate potential leads and showcase your product or service in a creative way.

💡 TIP: Calaméo offers PREMIUM and PLATINUM users the possibility to add elements to digital publications to help make the content more accessible and improve the user experience.

🔎 EXAMPLE: The town of Asnières, France has allowed for easy offline reading of their newsletter by enabling the share, download, and print options. When you click on the publication, you will see all of these options available in the upper right-hand corner of the viewer.

Leverage videos

Today, video is a key element to any marketing and sales strategy. Marketers who fail to capitalize on this do so at their own risk!

Videos are naturally engaging and attention-grabbing. In an age of information overload, it’s important for marketers to offer content that is easy to digest. Calaméo enables PLATINUM users to insert Vimeo, Dailymotion, or YouTube videos in their digital publications to boost conversions and to offer a rich multimedia reading experience.

🔎 EXAMPLE: The Club Med Trident magazine uses video effectively to complement the content in their digital publication:

Include strategic CTAs

Calls to Action (CTAs) in your digital publications guide your readers through the buying journey and can turn visitors into loyal customers. The Calaméo Editor enables you to create links within the pages of your digital publications. This feature can be used to encourage “soft” actions (e.g., driving the user to another piece of content) or to promote an actionable next step (e.g., Subscribe to our YouTube channel now).

🔎 EXAMPLE: Cambridge University Press encourages readers to “Start your free trial” of their learning platform using a CTA that links to their website:

There you have it. We hope you can see just how important digital publications can be for your sales and marketing strategies!

Related Posts
MARKETING

How to promote content with YouTube

In MARKETING
23 April 2020

The Digital Publisher’s Guide to Social Media

Thanks to social media, delivering content to thousands of people at once is as easy as hitting the “Post” button. But it isn’t always easy to achieve the results you have in mind. That’s why we’re bringing you a new series all about making these channels work for your digital publishing needs. Today’s topic: how to promote content with YouTube.

Why use YouTube to promote content?

Quite simply because YouTube is the second-biggest site on the internet in terms of traffic. And if you’re already working hard to improve your SEO on the biggest site—Google—why not do the same for YouTube? Optimizing your content on YouTube can bring you greater visibility and lots of visitors.

Better yet, you can actually boost your ranking on Google by posting content to YouTube. You may have noticed YouTube videos placed at the top of Google search results. Your own videos can be optimized to appear high in results, even before classic web sites.

An indispensable part of content strategy, online video has taken over a huge part of the digital world. In 2020, video was predicted to represent 82% of global internet traffic. So, what are you waiting for—it’s time to dive in!

Lead with a strategy

Before you start filming any video, it’s essential to establish a content strategy for your YouTube channel. Be sure to define your channel’s target audience as well as its overall goal. In other words, who you want to speak to, what you want to talk to them about and why.

Next, choose how often you want to post new videos and the main types of content you’d like to create. But don’t be afraid to adjust your posting strategy as your channel grows! The more videos you post, the better you’ll be able to know your audience, their viewing habits and expectations.

Let your branding shine

If there’s one rule to follow when it comes to your visual identity on YouTube, it’s this: create a consistent graphic style that makes you unique and easily identifiable.

Start with your brand’s visual identity and use it as a point of reference for all of your channel’s graphics, from the cover image to video outros. (And don’t forget the thumbnails!) Plus, keep in mind that the editing, animation and music should maintain the same style across all of your videos.

Of course, image isn’t the only thing that matters to a brand. Words are extremely important, too. Take the time to polish your channel description and descriptions for individual videos, making sure to use the same key vocabulary and tone of voice in your text.

Remember to customize your YouTube URL, which is a feature you can take advantage of once you reach 100 subscribers. A custom URL will make your channel easier to access through search engine results and signals to your audience that your account is official. (Customized account URLs are also available on Calaméo as part of our PLATINUM plan.)

💡 TIP: Use the same custom URLs across multiple platforms so that finding all of your accounts is simple. For example, include “mybusinessname” in both your YouTube and Calaméo account URLs.

Know how to attract attention

Making good use of so-called “clickbait” is essential. In other words, you should strive to make your content so attractive that anyone who comes across it won’t be able to resist clicking through.

However, be careful not to go too far. Never lie in your title about the content of your video! The key is to interest users without cheating them. And of course, no user should feel that he’s been tricked into clicking your video. Otherwise, he won’t return to your content—and rightfully so.

The thumbnail and title are the two most important elements of your video in terms of attracting attention and persuading viewers to click. The best type of thumbnail is one that creates an emotional response. Depending on your content, that emotion could be joy, sadness, shock, surprise or curiosity, to name just a few possibilities. This emotion leads to a reaction: clicking on your video.

As for the title, it plays a big part in the SEO of your video. Your titles should be phrased like a typical internet search, like “How to publish on Calaméo”. Choose your keywords carefully and be sure to include them directly in your video’s title to make it easier to find.

How to share written content on YouTube

If you want to share text content like a blog article or digital publication on YouTube, there are several options available to you.

  1. Sharing inside the video:
  • include a link to your publication in a note that will appear in the top right-hand corner of the screen (this feature is only available for YouTube Partners)
  • record your screen to show the page where your content appears directly in your video
  • mention that the link to your content is available in your video description
  • offer an audio version or podcast of your written content—simply read the text in voice-over
  1. Sharing outside the video:
  • post the link to your document in the description, without mentioning it specifically in your video
  • add the link in a pinned comment, which will appear first when viewers go to leave a comment on your video
  • create a post in the Community tab of your channel so that your followers can access the link right from their YouTube home page (available only to channels with more than 10,000 subscribers)

Have other ideas and tips for promoting digital publications on YouTube? Leave us a comment on our social media pages and share your thoughts with our community of digital publishers!

Ready to start?

Now that you’ve got all the details about how to promote content with YouTube, it’s time to turn your online documents into great digital publications. Sign up for your free Calaméo account today and explore what digital publishing can do for you!

MARKETING

Pinterest: Basics for digital publishers

In MARKETING
29 March 2018

In the world of social media, Pinterest stands out. Instead of a chronological feed of posts, Pinterest shows its users a mix of content curated to reflect their interests.

Pinterest users can follow friends or topics like “Travel,” search for more specific subjects and create their own posts called “pins.” Then they save ideas for later by organizing posts on personalized boards. And there are a lot of them: more than 200 million Pinterest users have posted over 100 billion pins.

Although Pinterest is a little bit different it can be a great place to promote your business’s online publications. In this article we’ll explain three opportunities for digital publishers on Pinterest and how you can take advantage of them.

Drive Traffic

Don’t underestimate the power of pins to drive traffic: in 2017, Pinterest was the biggest social source of referrals after Facebook and has continued to show impressive growth. Creating pins that feature your publications is an easy way to help Pinterest users discover them.

First set up a Pinterest profile, then get pinning! Since each pin on Pinterest has an image, a short description and a link, every post is a golden opportunity to bring more readers to your publication. Here’s an example from Wedding Vibes pinned to Calaméo’s page:

You can create posts in Pinterest or pin a publication directly from Calaméo—it’s a breeze! First, go to your account’s Publications tab, select Share for the title you want to pin and click on the Pinterest icon. This will take you to Pinterest, where you’ll be able to choose an image for your pin and add a description.

We recommend that digital publishers dedicate a board on their Pinterest profile to pinning every issue of their publication. This example shows how 95° Magazine encourages curious Pinterest users to browse its archives:

Get Audience Insights

Posting your digital publications to Pinterest as pins can grow your audience by bringing in new readers who find them in their feeds. But establishing a Pinterest profile for your business can bring you valuable insights about your existing audience, too.

Chances are, your publications may already have been shared on Pinterest by your readers! Find out with the advanced statistics in our PLATINUM plan: our analytics include a breakdown of your publications’ social media shares by platform, so you can see how many times they have already been pinned.

The results might surprise you!

To get more information about your audience on Pinterest, we suggest that you set up your account with a business profile. This gives you access to statistics about your audience on Pinterest, including gender, location and interests. Armed with insights about your Calaméo readership and Pinterest reach, you can tailor your online publications to build stronger connections with your audience.

💡TIP: Connecting your Calaméo account to Google Analytics lets you analyze traffic from Pinterest to your publications in detail. Upgrade to PLATINUM to enjoy this feature!

Engage New Clients

Pinterest is a destination for users researching purchases. It has been estimated that 87 percent of the social network’s users have bought something that they saw on Pinterest first. This makes Pinterest a natural platform for posting products, but it’s also a reason to post inspiring content. Inspired users are more likely to become readers, who are more likely to become customers.

To make the most out of your business’s Pinterest presence, pin a variety of interesting material. Pinterest users look for vacation and travel planning, recipe ideas, professional development materials, home design and more. Try posting individual features, photos or articles from your publications to different boards, like in the example below from Hamilton Island:

Organizing your content by subject maximizes the appeal to potential readers and helps engage potential buyers.

These basics should give you some ideas for how to get started sharing your business’s digital publiations on Pinterest. We can’t wait to see you there!

We love covering social media here on the blog. Check out our tips for digital publishers on Facebook and YouTube, or have a look at our guide to polished shares on any social media network.