Custom Publishing (CP) combines your marketing materials with additional online text

With clever advertising/marketing material you can promote where your customer can get further information i.e. your web address. There you can provide more information about your product/service/business. This will increase hits to your website too. CP goes like this…in your advertorial / advert you mention that you are attending a number of events to showcase your product/service. You say ‘see the website for a list of events’. The website then gives full information on event dates, locations and products/services exhibiting. Add a name and contact details for a sales contact to arrange an appointment/discuss further and hey presto, there you have a sales lead. It’s a clever concept but easy to use to your advantage.

Some printed magazines are supported with great effect by their online magazines. This can produce further information about the product or service featured in the print version with additional information online – such as sales contacts, other clients using this product/service, customer success stories, technical details and company profiles.

Your imagination is the only limitation to what information can be produced. Some companies shy away from providing facts and figures through the media while others use it to their advantage to gain customer awareness and publicity, enquiries and sales.

Take a look at the online magazine http://evolution.skf.com

SKF also sends out a printed magazine, but this could equally be any marketing material (Brochure/Flyer/Newspaper Advert…) which supports a campaign to promote a product or service. They also follow this up with a regular online magazine (which could easily be a new page on your website promoting your product or service) but with additional details about it. To give the online feature even more promotion, you could send out emails using your customer mailing list with a link to direct them to your new website news.

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