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Partnership, Strategy and Messaging through
Print Magazines
Carrie Huckeby
A Content Marketing Company
Stephen V. Smith
A Content Marketing Company
The Idea
CHAPTER ONE:
A Content Marketing Company
“What was the foundationof this idea?”
“How did the Regional Magazine grow out of this
West Kentucky and TennesseeTelecommunications Cooperative
&
A Content Marketing Company
Message Strategy& Needs Defined
CHAPTER TWO:
A Content Marketing Company
“Why?”
A Content Marketing Company
It was working in other areas
1
A Content Marketing Company
Format allows for more content, in-depth articles
2
A Content Marketing Company
Communicate changes in the industry
3
A Content Marketing Company
Educate members aboutfiber / broadband
4
A Content Marketing Company
Update members aboutconstruction progress
5
A Content Marketing Company
Product positioning
6
A Content Marketing Company
We needed a more powerful sales tool
7
A Content Marketing Company
Enhance company image / share information
8
A Content Marketing Company
Partnering allows participants to communicate at a higher
level while gaining much more value for their money
9
A Content Marketing Company
Collaboration& Partnership
CHAPTER THREE:
A Content Marketing Company
“What telcos are currently involved? How did this
partnership form?”
A Content Marketing Company
“What are other ways telcos can benefit from forming
partnerships?”
A Content Marketing Company
Bring services to market that you couldn’t offer by yourself
1
A Content Marketing Company
Leverage one another’s resources, connections and talents to improve
your respective operations
2
A Content Marketing Company
Attract top-level talent
3
A Content Marketing Company
Share startup costs and other expenses
4
A Content Marketing Company
Scale your business faster and more efficiently
5
A Content Marketing Company
Streamline your systems to achieve continuity in procedures
6
A Content Marketing Company
Content Creation& Production
CHAPTER FOUR:
A Content Marketing Company
“How is content produced?”
A Content Marketing Company
Identify a Local Editor
1
A Content Marketing Company
Develop / approve the editorial calendar
2
PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basketball Schedule
PAGE 8 Full Throttle Distillery in Trimble, TN
PAGE 9 Tech Store shopping for Christmas
PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US.
PAGE 13 Dog Sled
BACk COvER Promo: TBD
Date
s
Planning/Collecting Begins
Initial Proof to Telco
Final Approval from Telco
Print Week
Aug. 1, 2013
Sept. 15, 2013
Sept. 30, 2013
Oct. 7 , 2013
LOCAL PAGES
Nov-Dec 2013WK&T - Regional Magazine
EditorialCalendar
{{{
A Content Marketing Company
PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basketball Schedule
PAGE 8 Full Throttle Distillery in Trimble, TN
PAGE 9 Tech Store shopping for Christmas
PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T service) hosts one of the southernmost sled races in the US.
PAGE 13 Dog Sled
BACk COvER Promo: TBD
Da
tes
Planning/Collecting Begins
Initial Proof to Telco
Final Approval from Telco
Print Week
Aug. 1, 2013
Sept. 15, 2013
Sept. 30, 2013
Oct. 7 , 2013
LOCAL PAGES
Nov-Dec 2013WK&T - Regional Magazine
EditorialCalendar
{{{
A Content Marketing Company
A Content Marketing Company
Collect information
3
A Content Marketing Company
Types of content:
- Community Focus
- Employee Focus
- Company Focus
- Sales Focus
A Content Marketing Company
Write and design pages
4
A Content Marketing Company
Proof... and proof again
5
A Content Marketing Company
Inform employees first
6
A Content Marketing Company
Engage the community
7
A Content Marketing Company
PROJECT NOTE:
WordSouth brings professional, experienced writers and editors to the project — but the telco has complete editorial control
A Content Marketing Company
PROJECT NOTE:
Telco staff is not overburdened, because WordSouth manages the content collection, printing and distribution processes.
A Content Marketing Company
“What are the timelines?”
A Content Marketing Company
Sept/Oct 2013 Issue
July 1: Features/newsJuly 15: Promos/timely updatesAug 1: Final approval from clientAug 1: Printing process beginsAug 25: Magazines enter mail stream
A Content Marketing Company
“How does partnering affect pricing?”
A Content Marketing Company
By partnering, you can access pricing and services that would
be impossible to get on your own
$
A Content Marketing Company
Lessons Learned& Opportunities
CHAPTER FIVE:
A Content Marketing Company
“What have you learned?”
A Content Marketing Company
Once you develop content, find ways to repurpose it
1
A Content Marketing Company
Cross-promote your content across your various outlets
2
A Content Marketing Company
It’s important to create ways for your audience to provide
feedback
3
A Content Marketing Company
Stories drive engagement.
4
A Content Marketing Company
Engagement:
- It drives sales.
- It creates informed members.
- It creates advocates.
- It builds fans.
A Content Marketing Company
Tell your story... it’s powerful.
5
A Content Marketing Company
“What does the future hold?”
A Content Marketing Company
Increase participation to:
A) Drive down cost per piece
B) Expand member education
1
A Content Marketing Company
Look for additional ways to share content among
participants (adding video versions of stories to share)
2
A Content Marketing Company
Expanding content to mobile platform through a
custom app
3
