There is a wide range of marketing requirements that you need to follow when creating an online magazine, from securing the rights to content to growing an audience and establishing a brand identity.
Here, we’ll discuss the key areas you need to consider and why.
As with any other form of media, you have a variety of options when it comes to marketing your online magazine. You can use various channels and platforms to gain support, from SEO to Content Marketing.
You need to consider how you will approach various platforms and channels, taking into account your target audience and what content you want to promote.
When developing your marketing strategy, you should include key performance indicators (KPIs) to ensure you are taking the correct steps at the right time. For instance, if you are monitoring the performance of your social media campaigns, you should look to see whether these are driving traffic to your website or inspiring people to subscribe to your magazine.
Your magazine’s audience is one of the most critical elements of your marketing strategy. This is especially important if you are looking to attract a higher calibre of customer and grow a more affluent audience.
Consider your magazine’s purpose and key audiences when deciding how you will approach and engage with your audience. If you are marketing to women, you may want to focus on their area of interest along with providing useful information. If you are looking to attract a more mature audience, you may want to consider approaching your content in a more sophisticated manner, using language and ideas familiar to the audience you are targeting.
Your magazine’s target audiences will determine the content you create, the types of articles you publish and how you engage with your audience. Ensure you have a clear picture of your target audiences’ demographics and psychographics, as this will help you determine the most effective approach to marketing.
Your content will form the basis of your magazine’s existence. This includes everything from the actual printed magazine to the way you engage with and promote your audience on social media.
The type of content you will produce for your online magazine will dictate your approach to marketing. If you are looking to create a lifestyle brand for example, you may want to consider producing content on fashion, food, travel and tech.
Similarly, if you are looking to attract a more mature audience and have a higher income group as your target audience, then you may want to consider creating content for business leaders or entrepreneurs. The more you know about your target audiences, the more you can tailor your content to resonate with them and grow your following.
Your brand identity is the overall impression an audience has of you, as a business or brand. This includes everything from your logo and your colour palette to the voice and style of your content.
Creating a brand for your online magazine means thinking about what makes you unique, creating a promise to deliver quality content and ensuring your marketing materials match this identity.
Your logo should reflect your brand identity and reflect the seriousness with which you take your role as an online magazine. You may want to look to other established and respected brands for inspiration, bearing in mind what makes them successful.
Delivery & Acquisition
Your magazine’s delivery platform and the way you acquire new subscribers are critical to your marketing strategy. If you are looking to drive traffic to your website, consider where your target audiences are finding their information and whether you can play an integrative role in this process.
Your magazine’s website is the first place your audience will come for information and to engage with you. When deciding on your website’s navigation structure, take into account what will draw potential subscribers to your site and what will keep them there—remember your goal is to convert these visitors into paying subscribers.
You also need to consider how you will acquire new subscribers. There are a variety of tactics you can use from SEO to content marketing, but you need to decide which approach you will use and how you will utilize various platforms.
Measurement & Analysis
Your magazine’s marketing strategy should include the measurement and analysis of your efforts. From analysing your traffic to determining the success of your various marketing tactics, the level of digital analytics you establish and the analysis of your analytics should all feed into your decision-making process.
Measuring and analysing your marketing performance is much easier today thanks to the wide variety of tools available online. The key is in setting up proper measurement protocols so you can accurately determine the results of your efforts. This way you can continually improve and fine-tune your strategy for greater efficiency and growth.
To conclude, when developing your marketing strategy for an online magazine, you need to consider a variety of issues including your target audiences, the content you will produce, the platforms you will use and how you will engage with and measure the results of your efforts. To help you in the development process, we have compiled a list of some of the most critical issues you will need to address.