All posts by Rich Thurman

9 Trends That Will Change How You Market in 2018

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f you’re a trend watcher in your industry (and you should be), you’ll notice that times are changing for 2018 when it comes to online marketing. Gone are the impersonal days of the past where you could be anonymous and still rake in six figures. Today, your customers want to know you even more.

  • Social Media Marketing Becomes More Thoughtful – Many brands get involved with social media just because someone told them they should; then they do a really bad job of their social media campaigns, seeing little to no effect from their efforts. A good example of this is Copyblogger.com, which recently left Facebook. They left Facebook because even though they had many followers they insisted that most of them were fake, even though they had never run any Facebook promotions. This tells other brands that it’s okay to bail on social media when it’s not producing, or to start over when they figure out they are not using social media effectively.
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    LinkedIn Will Become More Important – Part of the reason is that it’s so buttoned up and less easy to disseminate SPAM, or so they say. With the advent of the ability for brands to publish posts on LinkedIn, you’ll see more content on the social media network, especially because LinkedIn is helping brands promote easier and allows everyone who is connected with you to see your content.
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    Brands Will Create More Content – Content is still king and probably always will be. Because of that, and because search marketing and email marketing still reign, brands will produce even more original content than in the past. The article marketing sites are over, as is reusing content on other sites. Original content is where it’s at and brands will take notice and produce more.
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    Visual Content Will Become Even More Important – If you’re not turning your data into infographics yet, and you’re not producing informative video yet, then you will be doing it in 2015 if you want stay ahead of your market. The technology has advanced to the point where barriers to entry are small, and customers are demanding more interaction.
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    Brands Will Conduct More In-Person Events – Gone are the days where a marketer could sit behind their computer screen and not go out and been seen by their public. Sorry, but serious marketers need to get busy getting up close and personal with their audience by hosting and going to in person events.
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    Metrics Play an Even Bigger Role – Business owners are learning that it’s important to study metrics to know where to go from here. They know that they need to know whether or not the content they’re producing is creating engagement on a consistent basis, whether their efforts are producing sales and whether or not their audience is answering their calls to action. You can’t know that without an understanding of the numbers.
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    Brand Awareness Gets New Attention – Doing tasks such as guest blogging, viral video making, in-person appearances, sponsoring others and so forth will become more important, as making people more aware of your brand takes on new precedent. Business owners will spend more money to make their brand known, through native advertising and other means.
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    Brand Engagement Becomes More Important – That Facebook page you leave idle, that Twitter page you barely tweet on, that Pinterest account that hasn’t had a board made in months... it’s all old news and needs to be updated. If you want brand engagement, you’ll have to fight for it on a regular basis to prove that you’re in it for keeps. Especially if you’ve fallen down on the job so far.
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    You’ll Pay for Reach on Facebook – The way Facebook and other social media is going, if you don’t pay for promoted posts, and then parlay the attention you get into more engagement, you’re going to lose out on the good that Facebook and other social media has to offer.

In 2018, the biggest change in how you market to your audience will be the amount of marketing you do. You’re going to have to do it more than ever before to stand out from the crowd, and more and more creatively than you thought you could be. You may even consider hiring other experts to help you improve in 2018.

Software You Can Use to Create and Publish

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inding software that can help you meet your digital publishing goals can be difficult because there are so many options and it’s hard to know what to choose. You’ll need to know what kind of magazine you’re going to publish, whether you’re going to want a print edition, whether you plan to run advertisements, and your budget, before picking the software you’ll use to create and publish your magazine. Here are some options to consider.

  • Adobe Digital Publishing – Adobe has introduced its Digital Publishing Suite which is available now in the creative suite. It uses InDesign CS5 plus a digital content bundle to make a powerful program to enable you to make both print or digital magazines suitable for viewing on iPads and other mobile devices. It requires a high level of skill and might not be easy for everyone.
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    Instant Publisher – This is software, acrobat distiller, that enables you to create high resolution PDFs suitable for printing and uploading to some of the software presented here. It’s great for those who do not have Adobe Professional but still need a way to create high quality PDFs.
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    The Magazine Manager – One of the higher cost magazine creatio​​​​n software around, this enables you to manage every aspect of your magazine, from creation to publishing including mailing lists, advertising, digital editions, print editions and more. The software is web pages and perfect for any type of publication you want to use. Used by almost 3,500 other magazines, this does everything from A to Z. You’ll need to use some other software for layout and design, like Adobe.
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    BlueToad Publishing – This online software allows you to create digital editions of your PDF magazine. If you can make a PDF with any software, you can upload it to create a professional-looking digital magazine to be showcased on any digital system such as iPads, mobile, and desktop editions. It offers management systems and tracking information too, so that you can know what people are reading.
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    FlippingBook Publisher – You can also publish your digital magazine with FlippingBook. Using exclusive tools, you can create a realistic-looking online magazine that allows you to flip the pages like you do with a paper magazine, except that it’s online. You can appear in the App Store and the Google Play Store.
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    MadMagz – This online software enables you to create digital magazines from free to around $100.00. With the premium version you can add links, videos, sounds, and customize the experience with your logo and a special URL for online viewing. There are metrics available too. You can even self-host your magazine if you prefer.
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    ISSUU – This software enables you to publish professional quality magazines with all the bells and whistles that you could want at various pricing levels. Like most publishing platforms, you’ll need to create the magazine in PDF format to upload to the system.
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    Joomag – This system is used a lot by educators but it can be used by anyone to create awesome online magazines simply and easily. Simply upload your PDF creations and get your magazine online in minutes. If you don’t have a PDF, they offer templates so that you can create the digital magazine content on the fly, including links, video and audio. You can even sell subscriptions to your magazine. It’s a great system that’s simple to use. The price isn’t bad either, and there is a free plan to help you check it out.

To create your online magazine, in most cases you’ll need a software program that enables you to create high quality PDF files such as Adobe Professional, InDesign or other professional-level publishing software.

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