“Consumers will reach digital overload, and will look to digest their content offline—in the form of magazines, books, or other means of ‘disconnecting’ while still becoming more educated and informed. Because of this, brands will [focus] on creating only the best content that can be distributed on only their most important channels…”
—Cathy McPhillips @cmcphillips
Marketing Director, Content Marketing Institute
Content Marketing Predictions for 2016
I know what you're thinking—did I read that right? Print is making a comeback, like vinyl records and skinny ties? Surely this is just hipster nonsense, right?
It is indeed a bold statement coming from CMI, an organization that’s at the forefront of digital marketing, but I can’t help thinking that there’s some truth behind this—and it has the potential to provide some exciting dividends as you prepare your content marketing strategies.
Dead Tree Marketing Is Still Alive
Let’s face it—we are not always great at throwing things away. Coupons and catalogs have a tendency to accumulate on our countertops. The same is true in the B2B world, where trade publications tend to sit out until someone has the wherewithal to make a clean sweep.
A well-designed, well-written piece that spotlights your best content has the potential to reach people weeks after your eblast has sunk to the bottom of peoples’ inboxes.
It may be a longform brochure, a magazine or even a book. The goal is to create something that people will want to interact with. Something that reflects the spirit of your organization. Something that demands attention because it’s just so crazy good.
Caveat: Digital’s Not Dead Yet Either.
There are a few operative phrases to keep in mind here. First and foremost, anything you commit to print should be your best content. Your biggest ideas and innovations. Your lasting success stories. The things that set you apart. Present those things in a well-written, well-designed format and you’ll create something that your customers and prospects will truly value.
And going the print route does not absolve you of your responsibility to maintain your online presence. Your social media metrics and your SEO depend on you creating consistent, valuable content that fosters customer loyalty.
If there’s one thing we’ve learned in our years of developing marketing strategies, it’s that it’s never a question of this or that—it’s always this and that. Print and digital, pulling in the same direction and pushing traffic your way.