Author: Mark Hendry

Content marketing is one of the most effective methods for driving revenue, engaging customers, and enhancing client retention. However, like any marketing approach, it requires a well-defined strategy. Where do some of the most significant challenges lie? How can you overcome them? Let’s look at three main areas: delivering value, establishing routines, and creating processes.

1. Delivering Value: Many marketers are stuck in a cycle of mundane tasks and repetitive content distribution rather than finding innovative ways to provide unique value to their customers. Don’t be one of them! Whether you’re creating content for direct mail, email, or social media, customize your content for each channel. Each channel has distinct advantages and limitations, so tailor your message for each audience.
2. Establishing Routines: According to Forrester Research, 42% of marketers produce content on an ad hoc basis rather than as part of a broader content plan. In other words, they create it only when necessary or when their schedule allows. Less than half have a structured plan in place. Who has the better outcomes? Those who follow a plan, of course. Develop a marketing calendar that outlines your content schedule. Establish a consistent weekly and monthly rhythm and plan around significant dates, such as holidays.
3. Creating Processes: Implementing a systematic approach is essential for efficient content rollout. Without a straightforward process, you risk rushing and ending up with mistakes or delays. Setting up a simple system doesn’t have to be complicated or expensive. Even a basic Excel spreadsheet or Google Doc can suffice. Many free online marketing calendars can be helpful. Whatever you use, the key is maintaining tracking and accountability, monitoring deadlines, and planning. Keep tabs on who has reviewed and approved content to ensure everything stays on track.

In today’s marketing landscape, content marketing is indispensable. With a few adjustments to your strategy, you can effectively direct your direct mail, email, and social media efforts to reach the right audience at the right moment, significantly enhancing your marketing initiatives.

All it takes is a bit of planning!

When designing your next print project, achieving the best results requires attention to detail and understanding how to prepare your designs for print. Whether you’re working on a business card, a brochure, or a poster, following these nine tips will help ensure that your print project turns out its best.

1. Use CMYK Color Mode: Design in CMYK color mode rather than RGB. Printing presses create colors using blends of cyan, magenta, yellow, and black (CMYK) inks, so designing in this mode ensures that your colors will look as intended in print.
2. Choose the Right Resolution: Use high-resolution images (minimum 300 dpi) for crisp, precise print results. Low-resolution images (72 dpi) are suitable for digital use but will appear pixelated in print.
3. Set up Bleed and Safety Margins: Extend your design elements beyond the edge of the page to create a bleed area, typically 1/8 inch. Keep text and graphics at least 1/8 inch inside the trim line to avoid cutting off essential elements.
4. Convert Fonts to Outlines: This step eliminates the need to send fonts with your file and prevents font substitution issues.
5. Choose the Right Paper Stock: Selecting the right paper stock can enhance the look and feel of your printed piece. Consider factors such as weight, finish (glossy, matte, etc.), and texture to complement your design.
6. Use Vector Graphics for Logos and Signage: Vector graphics maintain quality when resized, making them ideal for logos and wide-format graphics like signage. Use vector formats such as EPS.
7. Save Your Files in the Correct Format: Save your print-ready files in a format that preserves quality, often PDF. Ensure your file is set to the correct dimensions and includes bleed and trim marks.
8. Consider Print Finishes: Explore options for print finishes, such as UV coating, embossing, or foil stamping, to add visual appeal and texture to your printed piece.
9. Collaborate with Your Printer: Work closely with us throughout the design process. We can guide file setup, paper selection, and other factors impacting the final result.

This doesn’t exhaust all the tips for creating print projects, but it is a great start. Before you start your next project, give us a call!

Nowadays, everyone wants to stretch their marketing dollars, but we all want the best results, too. The good news is, you can do both! Here are five tips for budget-conscious marketers that will save you money and boost your results simultaneously!

1. Use targeted mailing lists.

Instead of mailing to your entire marketing list, select the segments most likely to respond to your offer. For example, you might mail only to people who purchased from you within the past three months or who live within a specific geographic area. By targeting, you save money by printing and mailing fewer pieces and get better results by more tightly focusing your message to your chosen audience.

2. Send an email first.

Send your first communication to people by email. If they respond to your email, great! Only send direct mail pieces to those who did not. (Note that we said “respond,” which is different from simply opening an email. If they opened it but didn’t convert, you should still send them the mail piece!)

3. Take advantage of postal discounts.

Did you know you can save 1% or more on postage by including certain design elements in your mail pieces? The U.S. Postal Service offers discounts for tactile, sensory, and interactive pieces, mobile shopping promotions, and Informed Delivery promotions. Talk to us about which promotions are available now and save on postage.

4. Clean up your mailing list.

Conducting essential maintenance on your mailing list can lower costs as you cull out outdated and invalid addresses. With a clean list, you print only what you need and avoid extra postage costs.

5. Consider different formats.

Just because you have always done a brochure for a particular promotion doesn’t mean it’s the only option. For example, experiment with a postcard instead of a brochure (or vice versa) and see whether you get better results. Testing is the key to effective design and messaging. A little creativity can go a long way!

In a world in which so many aspects of marketing can be uncertain, it’s nice to have a little certainty. Each one of these ideas is proven to reduce costs and boost results at the same time. Let us help you give one of them a try.