Insight

» 1. FIND YOUR VOICE. Tone—be it fun, informative, or authoritative—can greatly influence your audience. Not connecting? Revisit your voice or ask for feedback to get a better idea of what your readers are looking for. » 2. MOBILIZE. At home, in the line at the coffee shop, or on the playground—people are scrolling and reading everywhere these days. Maximize their experience for computer, smartphone, and tablet. » 3. INTERACT. Infographics, pictures, slideshows, and quizzes are great options to elevate your blogs. Pepper these elements throughout content to ensure information retention. » 4. BE CONSISTENT. No matter which feed or inbox your blog is popping up in, having fresh material whenever your readers swing by means your audience is on the lookout for the latest scoop from you! » 5. TEASE AWAY. The humble hashtag can help you proclaim your message to the world. Just search the intended tag first— such as #cardio—to ensure you're connecting with the right audience. » 1. START WITH A SMART COVER. Instead of featuring an article on the cover (newsletter-style), use an attention-grabbing nameplate with coverlines and a photo that fills the entire page. » 2. GO SOFT WITH ARTICLES AND HEADLINES. "Choose soft-sell topics that position your facility as an expert resource by featuring health and lifestyle content," says Erin Mooney, account manager with True North Custom. "For example, instead of just writing about your hospital's mammography services, write an article called '5 Things to Know About Breast Health,' and include quotes from a nurse navigator." » 3. DARE TO BOLDLY DESIGN. Add sizzle to your publication by infusing eye-catching fonts, infographics, images, and artwork. The aesthetics will help convince your readers to dive into the content. » 4. MAKE THE PULL-OUTS POP. Use sidebars, pull quotes, calls to action, and photos to promote services and news about your facility. » 5. ENTER THE INTERNET. Make sure your magazine isn't a dead end by extending the content to relevant sections of your website. Use online resources to enrich the reader experience and nurture prospective customers along the decision path. APPLY THESE BEST PRACTICES TO GET READERS JUST AS EXCITED ABOUT SEEING YOUR PUBLICATION IN THE MAIL AS THEY ARE ABOUT RECEIVING A CONSUMER PUBLICATION. Fixes for CUSTOM MAGAZINES By Melissa Moore Shortcuts to FIERCER BLOGS BLOGGING CAN SOMETIMES FEEL LIKE YOU'RE SHOUTING INTO THE WIND. MAKE AUDIENCE CONVERSION A REALITY WITH THESE TIPS. By Rachel Stewart Looking for more expert advice? Visit blog.truenorthcustom.com for regular updates on marketing tips, trends, and best practices. 10 INSIGHT V11N1 TRUENORTHCUSTOM.COM best practices in MEANINGFUL USE

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