The Blog at Prism Content Solutions
Navigating content marketing strategies.
Print or Digital?
As you develop your content marketing strategy, you eventually have to make the call: Digital or print?
“Print?” you may ask. “People still do that?” (The answer, of course, is yes, though that landscape has changed.) However, digital media, while seemingly faster and cheaper, has its own set of challenges. (“Look! We can set up a company Facebook page for free! But … how do we manage it?”)
OK, so, what do you do? Think about these three points.
- Content: What is your content? If it’s long-form text, print may be best. For small “bites” of information, like a timely image or an event notification, digital could work well.
- Audience: Who are you trying to reach? If your audience is tech-savvy (read: younger), digital is pretty standard. But if your audience is older, or if you just sense they are “old school,” print can make a stronger impression.
- Goal: What do you want to achieve? Do you want to keep your audience updated on the more time-sensitive goings-on of your business? Digital, with its faster turnaround, is key. However, in this age of distraction, people sometimes experience “information overload” and begin to tune out electronic media. That’s when something like a physical postcard or newsletter can create the real connection you want.
If you’re still not sure which avenue is best, then … try both! Repurpose the same content in both a print and digital format. With the right content management tools and a well-planned strategy, this can be done quickly and easily. The more channels you have, the more people you reach.