Content marketing is all about online, social media and SEO. At least that’s the impression if you follow the public discussion. However, there is little discussion about print PR in this context. Have the printed media become irrelevant? Here are 10 reasons why print marketing is important:
Content marketing online is important – no question at all. But we always advise customers not to lose sight of the print media when printing in Brisbane. Because anyone who focuses their communication strategy exclusively on the Internet misses many opportunities to reach consumers. Here are the top 10 key strengths that make your content marketing via print media so effective:
Nowadays, practically anyone can create a website and publish content there. However, a newspaper or magazine does not publish. The readers, therefore, rate the editorial quality of printed press media as higher. Incidentally, this also applies to young people.
You can reach large target groups and actively draw attention to your topic, in particular via high- reach “General Interest” media (daily and regional newspapers). In this way, you can also reach readers who otherwise would not have had their topic “on-screen” and would therefore never have googled afterward.
Keywords are searched on the web. In magazines and newspapers, on the other hand, you tend to catch your readers with pictures. This also gives you completely different (more emotional) access to your target group.
In print titles, not only the individual articles, but the pages as a whole are perceived. Your content marketing article also benefits from the editorial contributions that are placed on the right, left, above, or below.
Printed media appear regularly. As a result, the editorial teams there are constantly under pressure to fill all planned print pages with good and suitable content by the time of going to press. Articles prepared for the media, therefore, have better chances of publication here than on the web, where there is neither an editorial deadline nor the problem of unfilled pages.
With the same budget, you can reach a lot more people with print media than with the Internet. Print media is not just limited within newspapers, but also by filers, brochures, streamers, and posters as well, not to forget magazines too.
Even if circulation tends to decrease: Newspapers and advertising papers still reach up to 80% of adults. For this reason, it is still a very important media category for content marketing activities.
Many special target groups can only be reached systematically through specialist journals. Because on the Internet, such editorial offices are difficult to finance.
A print edition lasts for days or weeks, but not “forever” like many web publications. In print media, it is, therefore, easier for you to play the same topic (possibly slightly modified) again after a certain time.
Unlike on the Internet, where you have had to deal with the “duplicate content” problem for several years, you can easily spread the same content over several print titles in the print sector.
From the companies and the agencies that advise them, they ask themselves this question every time they face the design of their strategy. What is the right combination to obtain the best results in a market characterized by Omnichannel?
Although today turning its back on the Internet and social media is almost a suicide for 99% of brands, it is also underestimating the printed support, which not only has not lost strength but looks vigorous in times of scrolling. The companies that lead the market have it clear: marketing must be 360º, and for these 11 reasons, they reserve a leading role to printed materials in their marketing mix:
This list is certainly not exhaustive. But it makes it clear why print media – despite all prophecies of doom – still form the backbone of many strategies in the area of public relations. And, according to my assessment, nothing will change so quickly in the future!