According to the 2020 Content Marketing Institute reports, 24% of B2B content marketers and 25% of B2C content marketers use print in their content strategies.
(OK… I was as surprised as you by the numbers above, but hey, they’re from the CMI, so we can trust them)
Not all brands and organizations can include print in their content marketing programs, mostly for cost reasons. And over the past few years, the formats associated with it (magazines, etc) are on the decline.
But for some sectors, like the financial and tourism industries, they remain a very interesting attention driver as the content they produce can often be long-tail and evergreen (a key to investing in print content).
In a recent Content Marketing Institute article, Ann Gynn dives deep into the case of TD Ameritrade Institutional’s approach to using digital content to drive what gets to be in the print magazine they produce.
Gynn outlines how the teams at TDAI use digital metrics to decide if an article should be in the print magazine or not: time on page, number of visitors and engagement.
She goes on to explain how articles are adapted to a print version, reviewing titles, subheadings and so on.
In short, the article is a case study of how one content organization uses their digital content and its performance to make editorial decisions for the print assets they create.
Is your brand using print as a channel to reach its audience? Are you satisfied with the results? What were the objectives? We would love to hear from you.