LEARNING SESSION

February 18th#onlinemagazine

AGENDA• Introduction into responsive publishing• How to write content• Tips for responsive photography• Demo of the editor• How to distribute a digital magazine• Learn from the analytics

INTRO• Daan Reijnders, founder• 2008: started creating digital magazines• 2012: started developing Instant Magazine• 2013: launch Instant Magazine • 2016: opening office in London

BY NOW

420

Clients

2500+ Published magazines

12Countries

RESPONSIVE MAGAZINES

RICH EXPERIENCE

FULLSCREEN IMAGES

ANIMATIONS

(FULLSCREEN) VIDEO

DIRECT CONVERSION

SOME EXAMPLES

PRIMARY APPLICATIONS• Customer magazine• Staff magazine• Annual report• Corporate / productbrochure• Event review• Campaign site / marketing magazine• Report• Newsletter

COPY

COPY

• Strong titles, shorter paragraphs• Write directly towards the reader• Image/text balance 70/30• Use bulletpoints• Use buttons instead of text links• Horizontally the primary content, scroll

down for in depth content

COPY• From text to content > images, text, video,

infographics• Create content chunks (layered)• Make sure that paragraphs can be read individually• Trial & error; which content is most engaging?• Create the right rhythm (content types and templates)

RESPONSIVE PHOTOGRAPHY

ONE SIZE FITS ALL

TIPS FOR RESPONSIVE PHOTOGRAPHY

• Make sure you can crop the photo• Most common format is landscape• Create a portrait version for mobile• Technical specs:

1400 x 900 pixels72 DPICompress to max 150 kb

PHOTOGRAPHY IN INSTANT MAGAZINE

• Use a different version on mobile

• Lock the most important element

FOTOGRAFIE IN INSTANT MAGAZINE

TOOLS FOR PHOTOGRAPHY

• Compressnow.com• Pixlr.com/editor• Fotor.com• Snapseed

DEMO OF THE EDITOR

Log on to:

http://my.instantmagazine.com

DISTRIBUTION

HOW TO DISTRIBUTE YOUR ONLINE MAGAZINE?

• E-mail marketing• Social media• Traffic from print• Your website / intranet• Banners / online marketing

DISTRIBUTIE: E-MAIL

• Use an attractive subject line• Personalize • Use multiple elements that refer to your

magazine• Use highlights that refer directly to specific pages• Optimize for mobile• Resend to `non-opens` after one week

DISTRIBUTION: SOCIALMultiple posts:

TIPS DISTRIBUTION• Place a link in your e-mail signature• Send your latest magazine to new subscribers (auto responder)• Place a button or banner on your website or intranet• Put a QR-code or quicklink on your brochure or businesscard• Integrate with printmedia• Embed a subscription form in your magazine

ANALYTICS

SOME BENCHMARKS

• Average amount of pagevisits• Average visiting time• Returning visitors• Desktop users• Tablet users• Smartphone users• Bounce percentage

1100:03:4729%54%16%30%5,83%

MOBILE VS DESKTOP

Type of user• Desktop users• Tablet users• Smartphone users

%54%16%30%

# pag10,86108,20

Time4:273:482:33

TIPS

• Define clear targets• Categorize content and compare issues• Create automated reports• Use UTM codes

MOST IMPORTANT REPORTS

• Number of visitors• Pages (page visit duration, exits)• Break-down funnel pages• Conversions (goals)• Outbound links• Total visit time (engagement)• Scroll depth (longreads)

EVENT TRACKING

• Outbound links• Social shares• Completed forms• Scroll depth• Video play/pauze• Gestures

FUN STATS

• 34 different browsers• 1197 different screen resolutions• Browsers:

Safari: 32% Internet Explorer: 25% Chrome: 23% Firefox: 7% Blackberry 0,10%

• visitors from 152 countries • 640 different mobile devices

WHAT YOU SHOULD KNOW

WHAT YOU SHOULD KNOW

• Determine the role of the digital magazine in your communications strategy

• Invest in qualitative content• The ideal amount of pages: 8 - 12• Build on your e-mail subscription database

ANY QUESTIONS?