Even though an increasing part of organizations are publishing digitally, print is still an important part of content marketing for many.
The CEO of nopea.media, Jesse Kivialho and the founder of the marketing company Loyalistic, Antti Pietilä discussed in a fall 2019 podcast about the role of print in today’s digital world. How can print complement digital marketing and what are the cases where you can find it especially beneficial.
Print can e.g. help you reach that part of the target group you would miss on the web. Printed publications tailored for each event can also grab the attention of their receiver and create added value.
The Challenges and Opportunities of Print
The fact that print production has died down to make room for digital, comes with its reasons. The web offers possibilities such as a global audience potential, realtime publishing and self-sufficient content production. A key reason for the decrease of the traditional print production, is also its high costs. Printed publications such as customer and member magazines are shut down because they take too big of a part of the budget in relation to their benefits.
It’s also not that easy for you to update releases published with traditional layout software such as InDesign as it is to update web articles. When you order a large number of publications like company brochures, there’s a risk that the contents get out-dated before all brochures are distributed.
When there’s no need for a heavy layout process and two separate spells of content production you save significantly on expenses. The only extra cost comes from having the PDF printed and from distribution, which in part happens when you meet people.
However, when you create printed material easily from digital content, it easy to keep up-to-date. You can also easily tailor it to different occasions and produce the type of low-cost print that speaks to the audience in question. Nopea.media is a service that enables you to create a print-ready PDF file effortlessly from web content such as your blog posts. When there’s no need for a heavy layout process and two separate spells of content production you save significantly on expenses. The only extra cost comes from having the PDF printed and from distribution, which in part happens when you meet people.
– With printing made affordable, you can order a small number at a time. This way, it’s easy to keep the printed content up-to-date and tailor it to each event. A customer magazine you give out at an event, for instance, can have certain set contents that showcase the company and remain the same from issue to issue. On side of those, you would update changing content such as the latest or most popular blog articles, Jesse sums up.
Produce Print with nopea.media
With nopea.media, all it takes to turn your digital content into a print-ready PDF is to make a few definitions on the WordPress content editor. It’s all done by selecting the appropriate blocks and making some simple selections, just as you would when posting the article only online. You can use a certain block to e.g. split the text into columns or to add a table of contents. Any definitions you make for print, won’t alter the way the post looks online.
– Earlier, when you built websites, you had to hire a coder. Nowadays you can attend a two-day-course and learn how to build your own WordPress site. In the same way, it’s just as easy to learn how to turn your web content into a printed publication without the skills for using Adobe InDesign or the like. This enables a flexible and effortless process of production, where content is made for print on demand, Jesse declares.
This article has been compiled from Antti Pietilä’s and Jesse Kivialho’s discussion on Loyalistic’s podcast. Watch or listen to the whole podcast (in Finnish).
Read more about why printed publications are needed in a digital world.
Also, get to know Jesse’s and Antti’s thoughts on print as part of content marketing.