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.
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.
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!
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!
Chances are that everyone has heard the phrase “call to action” before. It is used frequently in marketing as a tool to generate action from consumers, whether that comes in the form of clicks, sign ups, calls, purchases, or something else. Here are three reasons why you should use a call to action (CTA) in your digital publications.
What is a Call to Action?
First, a definition! In a general sense, a call to action is a statement that encourages people to do something – or take action – about a problem. In marketing, it’s a term for a word or phrase that gives your customer directions for the next step to take. CTAs are used in both traditional marketing and digital marketing. In a printed flyer or catalog you might see “Call now” or “Visit our website”. On a digital channel you might be likely to see phrases such as “Click here” or “Sign up today”. It could be in the form of a clickable button, banner, graphic, or text. Once clicked, the CTA redirects the user to the next step, for example a page with information about the product or a registration page. So what are the benefits of using a call to action?
1. They attract attention
The CTA is there to attract attention. If you are running a digital marketing campaign, you will most likely have specific goals for your campaign, whether it’s sales or sign-ups or something else. Your CTA can help you reach these goals by directing users to take the desired action: clicking to learn more, reserving a table, starting a free trial, etc. Having this visual element will attract website visitors or publication readers so they go down the right path along the customer journey (or sales funnel). They are also useful in digital content marketing strategies.
Visitors to your website or publication should be able to recognize the CTA. You can stick with your brand guidelines and use your company’s colors, or you can use a bold color that stands out from the rest of your content. Either way, you will want the CTA to be visually engaging. You can add arrows or other graphic elements to encourage clicks. Reduce the clutter around the CTA so it is very clear that you want people to click. It should also be concise, so make sure that your text isn’t too long.
2. There is a clear path for users
A good call to action will direct the user to the right place. If there is no CTA, then it’s possible that the user will just leave your webpage (or publication) without taking the next step. A strong CTA should clearly define what the result will be when the user clicks. The words in your CTA should match exactly what will happen afterwards. “Learn more” should take the user to more information, not a shopping page, for example. In the publication below, the Calaméo Magazine, we have a CTA for readers to try a PLATINUM account. Before you click, you know that you will most likely be directed to a sign-up page or a page with information about the different account options.
3. They are trackable
Another great reason to use a CTA in your publication is that they are trackable! They provide a lot of information about your audience and your campaign. You can measure whether a campaign is successful by tracking how many clicks your CTA receives. Then you can see how many of these clicks turn into purchases (or sign-ups or reservations, etc.). A strong CTA can also help boost your click-through rate.
You can find the statistics of the links in your publications on your Calameo PLATINUM account or connect your account to Google Analytics.
Adding a call to action to your publication
We’ve covered the “why” of CTAs, now let’s address the “how”. Adding a CTA to your publication is easy to do with Calaméo. Here’s how: first, your CTA graphic (banner, button, or text) must already be part of your publication. Once your document is uploaded to Calaméo, simply add a link on top of your CTA using our Editor tool. This link will make your CTA clickable and will take your viewers to the desired destination. Make sure in the Label field you write a short and clear phrase that matches the existing CTA on your page. Paste your link and… voilà! Your CTA is done and ready to go.
Using a call to action can make a big difference in marketing. They draw attention to your campaign, they help guide potential customers through the sales funnel, and you can easily track them to monitor if your campaign is successful. In addition, inserting a CTA in your publication using Calaméo is easy. We hope this guide to CTAs proves useful for you!