If you’re new to online marketing, you might wonder what kind of strategy you should follow to effectively harness the power of the internet to grow your business. Although the mechanics of online marketing will seem very familiar to seasoned marketers, don’t be fooled – the fundamentals have changed significantly since the traditional magazine model was first introduced to the world of digital marketing. It’s time to make the switch and adopt a new approach.
“The line between marketing and advertising has blurred,” says Brett Maxon, founder of Blue Fountain Media.
“People are looking for brands they can trust, and so marketers and advertisers are working together to ensure consumers are always getting the best possible message.”
Evolution of an Online Magazine
For years, print magazines were the king and queen of the industry, usually enjoying a period of dominance followed by years of steady decline. It was mostly a case of cyclical business models built around the advertising and distribution of physical copies of the magazine.
As readership shifted to digital formats and advertisers shifted their budgets to online marketing, the traditional magazine model began to crumble. The line between marketing and advertising blurred as media planners and digital marketers collaborated on strategies for attracting new audiences and driving engagement.
The Rise of Online Magazines
In anticipation of the digital marketing revolution, leading media companies took note and evolved their magazine models to fit the new landscape. What used to be a vehicle to disseminate information to the masses became a powerful tool for connecting with audiences and engaging them into action – subscribing, sharing, and buying the items featured within the publication. The magazine became a bit more than an information gathering device and began acting as a guide to direct consumers to various shopping destinations online. But that’s not all – smart magazines have adopted an additional role: to act as a catalyst for business growth.
Take HootSuite, for example. The social media management tool grew out of necessity – the team at HootSuite wanted to provide a simple and affordable way to get started with social media marketing. Backed by Google, the company made its reputation as the go-to source for free social media management tools. As a part of its brand promise, HootSuite states — “we believe in creating opportunities, not limiting choices. Because of this, we don’t want to own your content – we want to help you find an audience and make the most of your content wherever it may be most suitable.”
The Importance of Engagement
For years, traditional magazines were an important source of information for readers. But now that we live in a world where information is virtually free, the role of the media has changed. Today, informed audiences are more likely to seek out a brand or business they can connect with, rather than rely on traditional magazine media to provide them with the news they need.
To keep their audiences engaged, online magazines must frequently update content and offer new and engaging ways for readers to interact. Whether it’s introducing them to new products, promising to keep them up-to-date on the latest trends, or celebrating special events or milestones, keeping readers engaged is a crucial element of any marketing plan.
Where Do I Start?
Deciding where to begin can be difficult. There are so many moving parts to consider – the type of content you’ll want to produce, the target audience you’ll want to reach, the distribution channels (such as which platforms you’ll use), and much more. Not every business will be able to leverage all of the components that come with a magazine – but even those that can should consider doing so. The more you can do to increase the likelihood of success in this new world of digital marketing, the better.
Digital Marketing Strategy
If you’re looking for a one-stop-shop for learning more about digital marketing, the HootSuite Blog is a great place to start. One of the most popular blogs for marketers, the HootSuite Blog is home to a treasure trove of in-demand marketing intel. With blog posts covering everything from SEO to email marketing, the HootSuite Blog is a gold mine for marketers looking to gain insight on the most prominent platforms.
If you find the information they provide valuable, you can subscribe to the blog and stay informed on all things digital marketing. Of course, if you’re looking for specialized SEO advice or looking to increase your email marketing knowledge, you can also subscribe to the HootSuite Blog and gain access to their expert content.
How Often Should I Update My Blog?
It’s important to note here that a blog isn’t a magazine – the content you put out will never be as authoritative as an in-house publication. That doesn’t mean it’s a bad idea to have a blog, however. In fact, having a high-quality blog can be a great way to gain credibility (and maybe even earn a small fortune) with your audience. If you write engaging content that encourages people to come back for more, and you actively build a community around your blog, you’ll be able to carve out a space for yourself in the digital marketing universe. Just be sure to put out fresh content at least once or twice a month – you wouldn’t want to let your readers get bored, would you?
The Moneymaker
If you’re looking to increase your income, you might consider exploring the lucrative world of online magazine marketing. The most popular ones can earn advertisers significant revenues, with some garnering millions of monthly paying subscribers. But before you begin spending large sums of money on digital marketing, it’s important to consider the various components of a successful strategy.
To start, you’ll need to determine how you’re going to approach selling advertising space – are you going to focus on traditional print magazines or will you opt for online-only publications? Depending on your chosen path, you’ll need to assess the size of your target audience and determine the ideal number of subscribers for your publication.
Once you have that figured out, you can move on to the fun part – brainstorming creative ways to monetize your blog. With so much competition in this space, you’ll need to find innovative ways to stand out from the crowd – perhaps by offering exclusive deals or discounts to new subscribers, or giving away money-making tools or plugins to those who sign up for your mailing list.
Final Thoughts
Even if you decide not to pursue magazine marketing as a career, it’s still a popular option for those who want to increase their income online. The popular news publications and blogs you’ve likely heard of were all started as a digital series – think Forbes, The New York Times, and Buzzfeed.
If you found this article valuable, be sure to check out the rest of the HootSuite Blog which covers digital marketing and strategy. And if you’re looking for a one-stop-shop for learning more about digital marketing, the HootSuite Blog is a great place to start. One of the most popular blogs for marketers, the HootSuite Blog is home to a treasure trove of in-demand marketing intel. With blog posts covering everything from SEO to email marketing, the HootSuite Blog is a gold mine for marketers looking to gain insight on the most prominent platforms.