Content marketing is having a moment right now. Across industries and businesses, marketing minds are talking about the much-hyped evolution of advertising and what it means for the future strategies of brands. At Glossi, we’re fans of looking at content marketing as just that, an evolution. Times have changed and enabled consumers to skip commercials and click out of web ads, and it was just a matter of time until consumer behavior inspired a different way to present a brand or product.
Is content marketing effective? Considering that digitally active users spend 50% of their time online interacting with content and 30% on social interaction,* the paltry 20% of time that leaves for online shopping doesn’t inspire much confidence in ads effectively enticing consumers to purchase a good or a service. A majority of a person’s purchase intent is now coming from the opinions of their friends on social networks, and their interactions with an industry or brand before they engage with it directly. 90% of these ultra-savvy consumers find content useful, and 78% believe that a brand that provides original content is more interested in building a relationship with them than a brand that serves ads.*
SoulCycle’s weekly Glossi showcases the best of their user generated content.
Is content marketing efficient? In the simplest of terms, yes. Statistically, content marketing costs 62% less than traditional marketing, with each dollar generating triple the leads of more expensive, conventional marketing. In more complex details, content marketing fits so organically into the digital ecosystem that its ability to multitask makes it highly efficient. Original content can be posted to social, incorporated into email marketing and newsletters, housed on a brand’s website or on independent sites/blogs associated with it, etc. The number of use for effective content, whether it’s a native advertisement or a piece of editorial material, increases fan visibility and brand credibility, and clicks from shared content are five times as likely to result in purchasing behavior.*
Lionesque Style digitizes their catalogs with Glossi.
What are the best practices of content marketing? Authenticity and a non-promotional tone are the keys to success with content marketing. Answering the question of why a consumer would care to interact with your brand and defining what differentiates your content from a traditional ad are good places to start. After your “why” and the “how” have been outlined, look at ways to meet your consumers where they are by offering entertainment and a smooth integration into their digital habits. What’s good for consumers is good for content marketing— video content being a prime example of this. 76% of smartphone users watch videos, 26% of them doing so daily. User affinity for videos results in triple the amount of sharing on video content than non-video content.*
Retailer Threadsence uses Glossi to create an experience for their customer, including how-to videos next to shoppable photo shoots.
How does Glossi fit into your content marketing strategy?
Glossi is breaking the mold of digital publishing by offering a seamless way to bring content to users. The side to side swiping page turn is a more native practice for users, allowing the visual presentation of a Glossi to be significantly more editorial than a traditional webpage. Considering the fact that 90% of information that comes to brain is visual, and that articles with images get 94% the views that non-visual ones get,* the impression that your content makes is uncompromisingly important.
Glossi also enables you to easily lay out different types of content together, be they video, image, text, audio, GIF, etc. The result is digital magazine that captures and holds the attention of your audience, whether your brand provides them with recipe books, catalogs, lookbooks, gift guides, albums, etc. 58% of consumers trust editorial content, and providing these digital consumers with more to interact with offers them more opportunities to bond with your brand and convert.
Team Glossi is more than excited to be at the forefront of the content marketing evolution, and we can’t wait to see how you use our platform to bring this new methodology into practice.
At Glossi, we believe that versatility is what makes a good piece of technology great. We’ve seen a myriad of Glossies created since we launched 6 months ago— everything from lookbooks to mini magazines, cookbooks and wedding planning, resumes and portfolios, shoppable catalogs and gift guides… In order to celebrate the countless ways that Glossi can be used, we’re adding a feature to our blog called “Case Study,” where we’ll spotlight a Glossi creator and their unique creation.
This week, we’re proud to show you the educational pamphlet that Glossi user TONI&GUY created. The TONI&GUY Marketing team was looking for a way to digitize their promotional pamphlet and reach more potential hair-styling academy students. Director of Marketing Holly Elliott says, “Glossi.com has provided the ideal solution for our digital publication needs allowing us to translate our brand seamlessly online for our tech savvy student and client bases.”
Their creative department had already created a beautiful and branded PDF that was distributed via print, which made up the framework of their Glossi. Images were resized where needed, text edited and overlaid, and links added.
To take advantage of the unique benefits of publishing on Glossi, TONI&GUY embedded a video. The video, a 7 minute informational recruitment piece about the TONI&GUY Academy, was viewable within their Glossi and provided a seamless experience for readers. “Glossi.com offers the creative flexibility we need to create innovative spreads and incorporate video into an online magazine that does justice to the highly visual world of hair and fashion,” Elliott says of the brand Glossi.
Another unique feature the TONI&GUY team added to their Glossi was a GIF animation on one of their collage pages. The animation added a special digital element and brought their pamphlet to life in a way that no other method of publication could.
We didn’t think it was possible, but Glossi just got even better. All of Glossi’s templates, layouts and page elements are now completely customizable. That’s right- now you can edit images, text and videos on existing template styles, or create your own with ease!
(A screenshot of a custom layout from our May “Glossi On: Beauty.”)
If you’re new to Glossi: We recommend starting with one of our Styles, a pre-arranged layout template that makes it easy to create your first Glossi. Simply choose to “Add Page” within the Create A Glossi editor, and choose a layout that you like. If you want to edit anything about it, hover over that page element until symbols appear. The “X” in the upper right corner deletes the element, and the arrows in the bottom right let you adjust the size.
If you’ve created before: More advanced Glossi users often like to start from scratch. To do this, simply select the “Custom” page option in the “Add Page” menu (see below image), delete the text box and begin adding page elements. When you’re ready for the next page, add another “Custom” page, and so on.
One feature about our completely customizable templates that is particularly exciting is the new ability to resize videos. Many Glossi users have asked for this capability, and our (brilliant! wonderful! talented!) engineers were able to make it happen. Now, you can simply drag and drop a video player onto your Glossi page, and resize it using the arrows at the bottom right corner. (See below for tutorial.)
Now that the sky is the limit in terms of creative creation, what will you build with Glossi?
image via Pinterest.
Millennials have been called a lot of thing: self involved, entitled, impatient, discerning, savvy, smart, opinionated, driven. They’ve been the subject of mass research and some ridicule (did you catch the video of Time Magazine writer Joel Stein spending a day as a millennial?). But Gen Y, which makes up 30% of the US population is a generation that has the power to change how media and marketing are consumed. Even more than the baby boomers before them, millennials are defining the times they live in by challenging the norms of media.
Millennials are plugged in: On average, Gen Y spends 14% more time interacting with their mobile devices than other generations, and that time is split across mobile phones, tablets, ereaders and PCs. They are considered early adopters of new technologies as they emerge, and 20% more likely to start using a new tool than older demographics. Since so much of their lives are intertwined with technology, millennials consume a vast majority of their information online— informational, recreational or social. To effectively reach the plugged-in millennial, disseminating mobile-friendly information is key.
Millennials are design savvy and prefer simplicity: To clarify, they are not so much influenced by look as they are by seamless simplicity— this is a generation that was not raised to tolerate clunky technology and complicated processes. “Good design” in this case means that it is simple to use, easily connected to the other portions of their digital lives, and reduces complications rather than enhancing them. This is another significant reason that traditional advertising and marketing doesn’t work on Gen Y. Instead of asking users to move away from what interests them and towards what a brand is interested in showing them, brand content should seamlessly be a part of what millennials already consume.
Millennials want to know “why”: In simplest terms, why they should care and why they should spend their time and money on your concept. With all the conveniences of modern technology there to simplify their lives and all the digital noise in cyberspace to complicate them, Gen Y needs a reason to interact with your brand. Without a doubt, the best way to create this hook is by authentically appealing to shared interests. If you represent a brand, introduce the lifestyle that the brand appeals to. If you market a product, connect what that product enables users to accomplish. Neither of those ideas are new, but what is new is the way to do it for millennials— content marketing.
In the simplest terms, millennials are fluent in digital media and apply it to multiple facets of their lives, from how they consume information, interact socially and are influenced to purchase goods. Communicating your brand to this Gen Y individual requires mobility and simplicity, but above those qualities, it requires authenticity. Advertising is no longer the game of ad men sitting in cosmopolitan offices, it has moved online and changed forever.
How will your business, and your industry, change its marketing efforts to appeal to millennials?
Did you drop in to our Office Hours broadcast earlier this week? We taught you how to manage your image clippings, link out to increase traffic and sales, and how to use our customizable templates to build beautiful Glossis. And all in less than 20 minutes!
One of our most exciting recent software updates made all our templates 100% customizable. That’s right— all Glossi page elements are completely customizable. That means that whether you start with pre-designed template from Styles or a blank one, you have the power to resize, reshape, move and edit everything.
In today’s Glossi 101 lesson, we’ll be showing you how to resize images:
Have questions for us? Tweet us with #Glossi101 and we’ll be sure to answer!
Glossi Office Hours are back! Join us at noon PST, next Wednesday for a broadcast tutorial on our new, customizable templates, linking images and user FAQs.
Have questions of your own you want to see addressed? Tweet us with #GlossiOfficeHours or leave a comment on our Facebook page and we’ll answer your questions next week.
Don’t forget to RSVP here.
In today’s Glossi 101 class, we’ll be teaching you to link to a website from one of the pictures embedded in your Glossi. Linking from images is a useful functionality to know since it allows you to connect your Glossi to the web. You can use this for shopping links- pictured in the example below, creating traffic back to your blog or website, connecting readers to image sources… anything you want. (Bloggers, take note, this is also the way you would add your affiliate and/or rewardStyle links to your Glossi to monetize your content.)
(Below) In your Glossi editor, go to a page that has an image you want to link from, like this floral blazer.
Double click the image as if to zoom it. The "Move to front/back" buttons will pop up, as will the "Add a link and display text for this image" field you can see below.
Copy the item URL that you want your image to connect to.
Paste that URL into the "Add a link" field in the pop up window. You can also "Add display text" in the lower field of the pop up window, which we recommend doing. Just type in the name of the item or a short description, like "RD Style Floral Blazer." Hit “save.”
After you’ve saved, the link is live. You won’t see it in Editor Mode, but once you publish your Glossi, you’ll see the below pop up when you hover over the image. A box will show your display text, and a click will lead you and your readers to the URL.
Making links that take your audience from image to website is as easy as those five steps!
Insider tip: Stay tuned for updates about shoppable product features. The Glossi team has some great tricks up our sleeve that we can’t wait to release!