An essential asset of digital publishing is the ability to offer your audience exclusive content. While private publications can help you keep internal documents confidential, they can also help you create a stronger relationship with your readers, clients and future customers.
In this article, learn about the benefits of exclusive content and tips for your publishing strategy on Calaméo.
BUILD YOUR BRAND
Certainly, your digital publications are a powerful tool for informing your audience. But don’t underestimate their power to enhance your brand, too. Limiting the availability of your content can concentrate the link with your brand. For instance, you may wish to keep your publications on Calaméo private. But you can still make them easy to browse on your own website with our embed feature for private publications.
In addition to convenient embeds, you can also take advantage of opportunities to enhance your exclusive content with interactive content and custom branding. As a result, your digital publications will be 100% you.
In recent years, focusing on subscriptions has been a strong trend in digital publishing and exclusivity is a key factor. By offering content that only subscribers can access, you can tempt casual readers to sign up, establish contacts and encourage your audience to keep returning.
The flexible Subscribers feature provides a built-in solution for publishing subscribers-only content on Calaméo. First, secure exclusive publications behind a log-in window. Next, assign each subscriber a unique user name and password to use for access. In short, the first step to creating a great subscriber experience is exclusive content.
SUPPORT SALES
Personalization is already the next big thing in digital marketing. Recent studies have shown that when used well, it can help boost sales online. In fact, more than two-thirds of customers expect a personalized experience.
Those numbers are just one reason why you might want to consider tailoring your sales material to individual clients. Take a little time to customize your brochures, presentations and proposals. Then, publish on Calaméo and share with your prospects via private URL.
💡TIP: To generate a new private URL for your publication, open the share window and click on “Renew private URL.”
REWARD LOYALTY
Because everyone loves perks. And your audience is no exception! Investing in some exclusive, privately published bonus content will surprise and delight your most dedicated followers. For example, you might offer an extra magazine issue, sneak peek at upcoming events or flyer with special deals. Publishing on Calaméo ensures that your bonus content looks great in a fun format. Plus, direct downloads let fans enjoy it even offline.
No matter how you choose to publish exclusive content, measuring its performance should be part of your strategy. Calaméo’s advanced statistics contain valuable data to help you analyze the success of your private publications. For more details on where to start, check out our quick guide to digital publishing KPIs.
On Calaméo, you can publish and share up to 50 private publications—absolutely free. Get your free account and start creating exclusive content today.
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. Next up: how to promote content with Pinterest.
Why use Pinterest to promote content?
If Pinterest has been flying under your radar until now, it’s time to consider signing up. The last time we talked about Pinterest marketing on the blog in 2018, there were 200 million users. By the middle of 2020, that number grew to more than 442 million users around the world—an impressive 121% increase in just over two years.
For those who haven’t yet tried to promote content with Pinterest, its role as an inspiration hub for users offers several advantages. According to Pinterest’s research, over 90% of its users turn to Pinterest for inspiration. But they don’t just daydream. More than 80% use Pinterest to make shopping decisions and more than 70% discover new products and brands there. Plus, users love Pinterest: it ranked first in a 2019 survey of customer satisfaction with social networks.
However, Pinterest is not exactly a social network. Despite serving as source of inspiration like Instagram, Pinterest acts more as a search engine than a photo feed. Users, or Pinners, search for ideas among the billions of posts, or pins, that have been saved to the platform. Then, they curate their favorites on personal boards. To reach these Pinners, you’ll want to read through our tips and promote content with Pinterest.
Pinning for publishers
Although Pinterest is easy to use, you may need a little time to get used to its vocabulary and set up your profile. If you are creating a Pinterest account for a business, first claim your company’s website. Because pins can be created from content found almost anywhere across the internet as well as uploaded individually, claiming your website will help you identify pins already saved from your site.
Once you’ve registered your business profile and filled it out, you can get started pinning. Basic uploaded pins can contain a title, description, image and external link. And to promote content with Pinterest effectively, keeping search in mind is essential.
Similarly to classic SEO, you should focus on choosing keywords related to your content and include them in the titles and descriptions of your pins. An eye-catching visual is also a must to stand out in Pinterest search results. Imagine what kind of searches Pinners are making that could lead them to your content, then tailor your pins to help them find it.
In addition to creating individual pins, you can create groups of pins called boards to display on your business profile. Boards make your Pinterest profile more attractive and easier to browse by packaging pins into different collections. Try resaving pins posted by other users to supplement your own content and consider adding video, article or product pins to enrich your boards.
Digital publishers can promote content with Pinterest in lots of ways. For example, build out a new board around each new release with pins related to your publication’s content. Use boards to house your publication archives or link shoppable boards to your ecommerce strategy.
Audience participation
After setting up your business profile and pinning your content, you’ll be able to take advantage of Pinterest’s account statistics. While your Analytics has lots of interesting information, the first thing you should check is your top pins. Seeing which of your pinned content has the most engagements, link clicks and saves can give you a good idea of what works best on Pinterest.
Next, continue to refine how you promote content with Pinterest going forward. You can use insights about your most successful pins as a model for fresh posts, but don’t be afraid to experiment as well! For best results, add new pins regularly to your existing boards. Unlike most other social networks, Pinterest content tends to be evergreen. That means pins don’t disappear from user feeds like tweets and updates. Instead, they can turn up in search results and on Pinners’ boards for months or even years.
As a result, you should always keep an eye on your older pins. Make sure that none of them redirect to broken links, since Pinterest can be a key source of traffic to your website. You can also repost content with updated images, titles or description text if you want to give certain publications a boost. No matter what kind of digital publications you have to promote, Pinterest can be a powerful platform to help new users discover them.
Ready to start?
Now that you’ve got all the details about how to promote content with Pinterest, 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!
Have you ever seen an advertisement and immediately known which company it belonged to, even if you didn’t glimpse the name? Chances are you recognized certain facets of that company: special fonts, taglines, logos, and color combinations that belong unmistakably to a brand. These elements, and more, make up a brand’s identity. All visual and editorial aspects of a brand’s identity are determined by the brand’s style guide.
On the Calaméo blog we have talked about logos, brand identity and brand image. Next up? Brand style guides, sometimes called graphic charters or brand guidelines. In this article we will discuss the ins and outs of this important document, so let’s dive in!
First thing’s first: what is a brand style guide? A brand style guide is a document that governs all the visual (and sometimes editorial) elements of a company that make it recognizable and unique. It also explains when and how to use these elements. Simply put, a style guide is the key to all communications!
These guides ensure that there is no confusion when it comes to what the brand’s content should look and sound like. Using the guide as a reference, all company communications are consistent across channels and mediums. The style guide can be as detailed as you like; typically, larger companies have more comprehensive style guides because they are more likely to use a wider range of communication channels, and they appear in more places (television, print, online, etc.).
Who creates the style guide?
The creation of brand style guides is best left to professionals. However, it’s a collaborative process: graphic designers or design firms will work with you to create a style guide that suits your company and fits your brand identity. You must decide who you are, your values, and the image you’d like to portray to the world.
Why and how should you use a style guide?
A brand style guide is essential for your company’s brand identity. In order to maintain clear and cohesive communications across all channels, a style guide is the ultimate reference. Internal documents such as slide decks and employee newsletters, external communications such as advertisements or social media posts, plus everything in between: all of this content must look similar and adhere to your brand identity. To achieve this consistency, companies must have a brand style guide. Otherwise, logos may appear in the wrong colors and dimensions, there won’t be a uniform look to your communications, and your tone will be all over the place. Any communication that comes from the company, both internally and externally, should use the style guide as a reference.
What is included in a style guide?
Length and details may vary depending on the company, but a brand style guide is usually made up of the following visual and editorial elements:
Logo
Logos are a crucial part of a brand’s identity, its most visible identifier. Logos are images, texts, or shapes (or a combination of the three) in the company’s color palette that represent the company. A blue bird invokes Twitter, three stripes on a sneaker will certainly mean that they are Adidas, and a swoosh (both the shape and the word) is emblematic of Nike.
A company’s logo cannot be used haphazardly. The brand style guide should explicitly outline the exact colors and dimensions of the logo. Even the background on which the logo appears is specified in the style guide.
Take Calaméo’s logo, for example. The spacing and colors are exact: the dimensions around the lettering are determined by the height of the green accent, and the colors are specific to our brand.
There are other elements to consider. Do you have a slogan or motto with words as part of your logo? If so, you must clearly state where the slogan goes, how big it can be, the color(s) to use, and when to employ this version of the logo. There are many rules you must define in your brand style guide, especially when it comes to your logo.
Colors
Companies have specific brand colors, usually two to three, that they use in logos and branding. The style guide will include complementary colors as well. These colors all together are known as the company’s color palette.
Great thought and care go into a company’s color palette. There are even psychological tricks behind choosing certain colors that the company wants associated with the brand or product. They may want to demonstrate trust, youth, sophistication, or other descriptors.
The brand style guide should outline all the ways to find these colors: a visual representation of the color, HEX and RGB formats, and other formats if necessary. Rather than just “blue” or “red”, companies choose very specific shades of these colors that go well together and set them apart from other brands. These exact shades need to be used every time.
Examples of Calaméo’s color palette using the HEX values
Typeface
Another important element of the brand style guide is typeface. Typeface is the kind of lettering used in communications, which includes fonts. Does your company use only lowercase letters? All capitals? You must include the size, spacing, and color of your typeface in your style guide so employees know exactly how the typeface should look.
Work with a graphic designer to choose the best typeface for your company. Some brands even create their own fonts! Keep in mind that your typeface also reflects your tone– is it silly, serious, elevated? Your typeface must work well with the other elements of your style guide.
Images
Some brand style guidelines include rules about styles of images or photographs to use. These images must fit into the brand’s identity and remain consistent; you should not use a bright and airy photograph one day and then a dark and moody photograph the next. The rules could include using colors from the company’s color palette or desired emotions that the images should evoke (energetic, powerful, soothing). Images are available to download on sites like Getty Images, Shutterstock, or Unsplash, if your company does not have access to a photographer or photography studio to create your own images. However, make sure to check that you have the right to use the images.
Icons
Brand style guides may also include illustrations or icons. Consider the icons you see on a company’s website: a shopping cart to click on when you are ready to purchase or an envelope icon if you want to communicate with the company via email. These icons must be coherent across all platforms. Icons will, much like the rest of the elements of the style guide, reflect the brand identity. Whimsical, rigid, colorful, playful…your icons can express a lot about your brand!
A few of Calaméo’s icons
Tone
Your tone and voice give your brand a personality via the written word. Once you decide who you are, it should be easy to find your company’s tone The brand style guide may include different instructions depending on the channel– perhaps your social media tone will be slightly less formal than that of your advertisements, for example. The guide should include written examples so employees can see how to employ the tone in different situations. Think of the image you want to project, and stay consistent.
Applying your style guide to digital publications
So now that you know all about style guides, it’s time to apply this knowledge to your digital publications! Because digital publishing is a visual medium, consistent brand visuals make all the difference between an amateur-looking document and a professional-grade publication.
With Calaméo, you can personalize your viewer Theme, add your logo, and enrich your content yourself so that your digital publications match your brand identity. With our White Label feature for PLATINUM members, your publications appear in your name and image, without the Calaméo logo. Start your free trial today!