A guest post from Publisher of the Month, Est Living...
1. LEVERAGE AND PROMOTE ALL YOUR CONTENT PLATFORMS – PUSH OUT AND PULL IN
Feature and promote content from your varied brand platforms as we say push and pull your readers through your key and most successful content. Drive consumers back to your site or social media channels to engage the consumer deeper and for longer with your brand. We recently introduced ‘the latest’ aligned to our editor’s letter. This used to be an edit of favourite products, now this is more than that showcasing top content from all platforms. The name plays off our weekly email name ‘the latest’ these pages feature new products, best in show content, social success stories and event information. See example below:
2. CREATE NEW SECTIONS TO DRIVE ENGAGEMENT:
Create new sections in your magazine to drive engagement. Working within the interior and homes category we field 100’s of questions about product recommendations and the details of each product featured throughout our editorial. With this constant consumer research, it made sense to create a dedicated section to feature and help answer these questions, so we developed ‘ in the detail’ enabling us to provide engaging information for our consumers to store, share, shop and save their favourite products. Every quarter we share detail about the best-designed products based around the theme for the issue. Eg. Kitchen products such as travertine.
3. CREATE VIDEO CONTENT TO ENGAGE READERS:
Adapt your content from other channels and integrate the content to bring the story to life through the use of video. These videos can be a mix of consumer-led and commercially led. A digital magazine should be flat, it should be interactive – a true form of entertainment. This ensure consumers stay engaged in our title reading cover to cover. See video integrated below:
4. ENRICH YOUR FEATURE STORIES:
Add content to your feature stories to engage your readers deeply. Every issue est presents 3 homes and we’ve found that sharing the signature style of the main designer is a great way to drive engagement within the editorial feature. The signature style pages are the most engaged pages of each issue (closely followed now within the detail). See an example of ‘signature style’ below.
5. ARTICLE LINKS DRIVE ENGAGEMENT
Est Magazine has driven 80,000 plus link outs for consumers across 30+ plus issues published. We ensure that the consumer comes first in every content decision we make. From our market research est knows that our consumers want answers in the digital medium, it is an expectation that you will be able to find what you want online and fast. See example below of showing where to source this light – of course, est provides the answer on our estliving.com.