Since most of my layout work for clients is in print, I’m always interested in the discussion over whether or not print is dead.
I know print is far from dead, but it has certainly taken a bit of a backseat to online marketing.
At this moment, though, print is still very much alive. And I’d be remiss if I didn’t include print marketing as part of this series on content sharing and repurposing.
For certain products or services, it’s best to reach out to people where they live or work right through their mailbox.
I recall one business that called me and said they were having good success marketing online. But they realized that some of their ideal prospects had no idea to be looking for their services. These were upper-level prospects who probably didn’t have time to be online for their own pleasure much less looking online for a service they didn’t even know existed.
So, they knew they needed to go the print route. There are obvious choices you can use here if you have a lot of information to share. Magalogs, newsletters, bookalogs, slim jims, special reports, sales letters, brochures… they can all can carry great content that you’ve already created.
And that’s the key… great content. We’re so used to only focusing on a sales message that we sometimes forget that compelling content is just as important in print as it is online.
While larger pieces like magalogs and reports can carry lots of custom content, don’t overlook something as simple as a postcard.
Let me give you an example. You sell dark chocolate and you’ve written an article on your blog about the 12 health benefits of dark chocolate.
Each month, you send a postcard to a prospecting list outlining one of the benefits. Somewhere on the postcard, label it “1 of 12”, “2 of 12”, etc. Labeling it like this gets people to be on the lookout for the next in the series if it contains information they find useful or interesting.
Because you want to encourage people to visit you online whether they want to order your chocolate right now or not, you give them a reason to get more of your content on your site. Maybe it’s a video showing how your chocolate is made, or a free, longer guide on the benefits of dark chocolate. There are many possibilities.
The point is, whether you’re using a magalog, a postcard, or something inbetween for your print marketing, you can leverage content that you’ve already created so it’s working extra duty on your behalf.
Other articles in this series:
Content Sharing and Repurposing – Your Starting Point
Content Sharing and Repurposing – Twitter
Content Sharing and Repurposing – Facebook
Content Sharing and Repurposing – LinkedIn
Content Sharing and Repurposing – Google Plus
Content Sharing and Repurposing – Guides & Reports
Content Sharing and Repurposing – Books & eBooks
Content Sharing and Repurposing – Guest Blogging
Content Sharing and Repurposing – Article Banks
Content Sharing and Repurposing – Blog Hubs
Content Sharing and Repurposing – Magazines & Newsletters
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