7 Reasons Why Print Should Be Part of Your Content Marketing in 2017. In many ways, marketing is much like the fashion industry. From social media to programmatic advertising, many marketers have been lured away from tried and tested techniques, enticed by promises of unprecedented measurability and engagement. Take email marketing, for example. As readership of print titles fell in the 2000s, so printed collateral disappeared from the communications plan. In fact, research by the Content Marketing Institute (CMI) suggests that two out of three marketers do not include print as part of their marketing strategy. “Mention that it will be a printed feature and executives rearrange their schedule.” It’s more effective as a learning tool – A study conducted in Norway a few years ago tested comprehension after reading information in print and on a computer screen. It can be more detailed – Further research shows that it is harder to read on screen, with people taking in information 20-30% slower than if they were reading a printed document. This means that if you have complex or detailed material to share, you might be wise to do so in print rather than a digital format. Where once we may have shunned print as old fashioned, many of us now relish the opportunity to consume information in a non-digital format.
In many ways, marketing is much like the fashion industry. It’s a discipline that never stands still and can be quick to discard last season’s staples in favour of the latest hot new ‘thing’.
The brightest and shiniest of these trends has to be digital, in all its forms. From social media to programmatic advertising, many marketers have been lured away from tried and tested techniques, enticed by promises of unprecedented measurability and engagement.
New isn’t always better
How often have you heard that a certain channel is dead or a new digital platform is the answer to all your marketing prayers? One could be forgiven for thinking that everything we did in years gone by is worth nothing in the face of the digital revolution. Except that’s simply not the case.
Take email marketing, for example. Towards the end of last year, we discussed why email, far from being a tired technique used by a handful of luddites, is still a remarkably powerful way to reach a highly targeted audience.
In a similar vein, industry heavy-weight Sir Martin Sorrell recently raised the question of whether digital advertising is all it’s cracked up to be – a topic that verbal pugilist Mark Ritson jumped on with obvious glee.
Print is another channel that many consigned to the marketing scrapheap. As readership of print titles fell in the 2000s, so printed collateral disappeared from the communications plan. In fact, research by the Content Marketing Institute (CMI) suggests that two out of three marketers do not include print as part of their marketing strategy. It’s easy to understand why: print can be resource-heavy, costly and challenging to measure. But therein lies much of its power.
Long live print
While digital has proved to be the great leveler when it comes to publishing, print requires a greater investment of time and money, but it’s these very characteristics that mean printed content can be a highly effective marketing tool. Here’s why:
- It gets noticed – In a world of digital noise, receiving a piece of printed collateral captures our attention. It’s such a rare occurrence these days that it has a novelty factor. Careful selection of the right materials and printing techniques can also add sensory appeal that…
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