What does digital publishing have to do with traffic to my site?
More than you might think. Digital publications go well beyond just text and images. In fact, they are a form of rich media, which if promoted successfully can widen your exposure on the internet and increase website traffic.
You can use Calaméo to help increase your website traffic by following our simple 5-step formula
1. Take advantage of our SEO
Search Engine Optimization encompasses all that serves to improve your natural visibility on search engines. As a result, this visibility helps to generate a constant source of new traffic to your website. Thankfully, our platform offers numerous perks that can help optimize your publications’ indexation on search engines, such as:
High PageRank. PageRank is an algorithm used to rank websites in their search engine results to determine the power and impact that a site has on the web.
18 million unique visitors each month on average. Calaméo’s significant global online presence can boost your publications’ indexation.
Key words index. We index the entirety of the text present in your digital publications on search engines.
2. Connect your publications to your website
This is a no-brainer. Inserting external links in your publications that redirect to your website with our Editor is essential if you want to make the most out of our SEO and contributes a great deal to increase website traffic.
3. Optimize titles & descriptions
Since key words play an important role in SEO, it is important to include them in your document’s title and description. First, do some quick research on keywords that can help readers find your online publication. Then, try to be as specific as possible by selecting words exclusive to your field to help you stand out!
4. Think about the user experience
Don’t neglect focusing on the content in your publications—it gives your readers a reason to visit your website. Calaméo allows you to enrich your publications by adding customized Skins and interactive elements such as video and audio. In addition to raising engagement, these elements can encourage readers to visit your site.
5. Share on social media
“Be everywhere your readers are.” If you haven’t already heard this saying then you’re not doing digital publishing right. Your ability to reach a larger audience on social media greatly enhances your chances of driving potential clients to your website. Calaméo allows you to share your publications easily in a click of a button!
After reading this post you should now be familiar with the different strategies you can use on your digital publications to increase your website traffic.
In any communications plan, there’s room for both print and digital channels. But that doesn’t mean it’s always easy to tell which one is right for every project. Wondering what to choose for your content? Take a look at our quick breakdown of the main advantages and weaknesses for print vs digital formats.
Speed
Sometimes, you need things done fast. Whether you’re whipping up a quick flyer or racing the clock on a complex publication, time is a key factor. However, printing your content requires hours at best and even up to several weeks. And that’s without counting how long it can take to distribute printed materials by post or by hand! Compare those hours and weeks with under a minute to upload your file to a digital publishing platform like Calaméo. The result is a clear advantage for digital.
WINNER: DIGITAL
Cost
Like speed, the cost of different formats varies depending on which materials are needed. For print content, the cost of paper and ink adds up quickly. On the other hand, many digital channels are free or low cost. For example, you can create and share unlimited digital publications on Calaméo for absolutely no charge.
WINNER: DIGITAL
Prestige
When it comes to signaling that your content is important, choosing print vs digital has a big impact. Because of the higher costs and time required, printed materials represent a greater investment than digital communciations. Plus, elements like high-quality paper, embossing and binding reflect the value of your message in a way that is hard to translate to online channels. Today, print takes the edge in prestige.
WINNER: PRINT
Experience
The toughest match-up on this list. Print and digital content provide very distinct experiences. Online formats are dynamic, interactive and shareable; printed formats are tactile, immersive and collectible. Given the amazing range of digital experiences and print innovations, we have to say that both channels are champions here.
WINNER: TIE
Stats
Before the Internet age, it was difficult to measure how many people saw or engaged with communications. Newspapers and magazines described their reach in terms of circulation, while businesses kept track of how many messages they sent. Thanks to online media formats, detailed statistics help you understand how audiences view and interact with your content. A major digital benefit!
$10 million: Price of Shakespeare’s collected plays, first edition
In general, print communications have a much longer lifetime than digital content. Of course, some printed material only lasts a day, while some tweets have been archived to live forever. But the ability to update and delete digital publications makes them less durable than print.
WINNER: PRINT
Sustainability
Finally, consider the sustainability of print vs digital content. Although you might think that online is obviously the greener choice, remember that even sending a single email has an environmental impact. So to get serious about eco-friendly communciations, it’s useful to review the entire process from creation to distribution. In most cases, digital will offer more sustainability overall.
WINNER: DIGITAL
And the winner is…
Digital!
As our head-to-head shows, digital options have a lot of advantages for your content strategy. However, the real takeaway is that print and digital can complement each other perfectly in a balanced communications plan.
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!
