The power of print
Getting your message across: online and/or in print?
The world is becoming more digitised and everyone has to go with the flow. Nobody would dispute that these days. But now that it has gradually been widely accepted that ‘print is not dead’, demand is once again growing for printed publications. At The Nutshell, we too believe that print can often be a valuable tool when you’re seeking to connect with your stakeholders. But if you’re planning to invest, make sure it’s money well spent.
Start with why
‘We’ve always had print.’ ‘I have to be able to talk about my products in detail somewhere.’ ‘We need a balanced mix, with both online and offline options.’ True, perhaps, but if that’s your motivation, we advise you against investing in print. So when is it actually the right choice for you? If your audience will really benefit from a printed publication. Why would your stakeholders want to spend time reading something you’ve had printed? How can you help them? What are they really concerned about? Where are they? Because that’s where you need to be too. ‘Being there’ is the first step, but it’s not enough.
Having your own printed publication gives you the opportunity to build a relationship with your target group in a tactile and durable way. But don’t be tempted to just talk about yourself or your own products. The power of content marketing lies in creating a real connection with your audience. Did you know that a customer magazine is read for an average of 28 minutes? The chance that readers won’t immediately ‘change channels’ is considerably reduced if you opt for a quality product.
Content marketing is really like a first date. If all you do is talk about yourself, there will be no second one. -David Beebe, founder Marriott Content Studio
No one size fits all
Forget the idea of a one-size-fits-all solution. A strong concept is the result of a comprehensive strategic exercise, taking into account the characteristics and preferences of your target group, the technical requirements and the potential ‘life expectancy’ of your content.
Find out what approach The Nutshell took for two very different target groups in the home and interior decor field: ‘Mature’ for Matthijs & Co and ‘Je Thuis’ for Zelfbouwmarkt. You might also like to take a look at ‘In Progress’, a no-nonsense newsletter for Belgian dairy farmers that GEA commissioned us to produce, or the ‘Corporate Partners Guide’, which we’ve created for Vlerick Business School.