Corporate magazines are still one of those most effective ways for brands to effectively tell their story and capture an audience. The digital marketing revolution has overshadowed some of the basics principals of tapping an audience: give people what they want in a format they like.
UK supermarket Tesco’s corporate magazine recently surpassed tabloid newspaper The Sun to become the most read publication in the UK. Some would say it is bad day for journalism but others would note that Tesco magazine has higher quality content and is more useful to a majority of British citizens. That is why its readership has grown to 7.2 million and has surpassed national press and traditional magazines.
From a brand perspective, Tesco is telling its story to its audience once a month through not just talking about in-store discounts or new ranges of produce but by delivering Tesco’s brand narrative through purposeful editorial content. The supermarket is establishing a relationship with its customers that goes beyond a transaction at the till and makes it about serving the customer and letting them know Tesco cares about its audience.
It could have invested in sending coupon books out to customers and reinforced that they are just there to dispense groceries but instead is competing with other supermarkets by owning its audience through editorial content. The better the content of the magazine, whether that is seasonal recipes that will in turn drive sales or tips on DIY, the greater return Tesco will get.
This is a purely consumer example but this works in both B2C and B2B. A brand can do an email blast for its newsletter or it can demonstrate to its audience that it understands its audience and industry through deliver meaningful editorial content. A magazine can also be a quick way to recap an event from a brand’s perspective and take three day event and make it last for three to six months with insights or opinions shared in magazine format.
Ilex has the editorial and publishing skills to create corporate magazines tailored to your brand’s needs, quickly and efficiently. If it worked for Tesco, it can work for your brand.