First off, if you’re currently utilizing flip digital brochures for your company, congratulations! Not only do flipping pages attract attention for your business, they also allow for better measurement and cost-efficiency.
Flipbook brochures are usually adapted to an organization’s brand. They tell a story of your business in an engaging and attractive way. That’s why it’s important that the elements you put in your digital brochure represents your business, tells your consumers the benefits of your product or service, and persuades them into thinking your brand is better than your competitors. That it mind, your content must be consistent across your flipping pages.
Creating content for your flip digital brochure is not easy, though. Often, you’ll feel overwhelmed in content development because you’re faced with so many platform capabilities and options for customisation. It’s easy to fall out of tone and appearnace, and ultimately, out of a cohesive marketing mix.
Below are Drew Bedard‘s four key factors to consider before creating content. We find that his list includes great points to think about as you start to prepare your flip digital brochure copy!
Content production is as much about style and quality as it is about strategic execution. Ask yourself, does what I am about to produce meet the business’s and, better yet, the customer’s needs and wants? Will this drive awareness and trust? Will this serve my customer better? Does this piece of content align with our vision, our “why?”
Because, as Simon Sinek so eloquently puts in his 2010 TEDx speech, “People don’t buy WHAT you sell, they buy WHY you sell it.” Simon packs many a great quotes into that 20 minute speech, but one of his best includes (I’m paraphrasing): “Apple didn’t say ‘Hey, here is a great computer, wanna buy it?’ They said ‘We think differently and so do you, we just happen to make great, simple to use computers, wanna join our movement?'”
What is your key performance indicator? Is it sales? Is it awareness? Is it followers on Snapchat? How will this content achieve your Key Performance Indicator?
Figuring out what your KPIs are may help you to decide to say yes or no to a certain project because if you have a true north–and every business should–you will know if any project, including content creation, will meet your objectives. If it doesn’t aid your strategy, and doesn’t meet your KPIs, don’t do it.
3. Analytics installation
Before you execute that piece of content, have you setup the proper analytics and metrics to measure the effectiveness? You have decided that this meets your strategy and KPI requirements. Can you measure it to decide if it’s something you need to do again?
Great tools like Google Analytics, KissMetrics, CrazyEgg and more are out there to make sure that you hit what you are aiming for. And if you don’t hit what you are aiming at you will know and you can pivot and adjust.
As I have said in previous articles, there is no longer any nobility in going by your gut. Nobility and bravery are found in those who are willing to stake their name, reputation, and even body for something they believe in. They are willing to fail but work as hard as possible to ensure that failure is not the default outcome, rather the very rare exception.
Being willing to measure is brave because it says yes, this will hopefully work but if it doesn’t I am willing to accept that, adjust, and try again with the ultimate hope of success.
4. Multichannel Distribution Consideration
Can I put this content to work? When considering content execution, a smart and simple way to decide if you should do it is if it can serve multiple purposes. Will this make a good video? How about a good podcast? Could clips be repurposed for radio stations to use? Can we reach out to newspapers (you know, those black and white publications with the occasional color photo, you remember those) and see if some quotes would be useful?