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People want content to be authentic, credible, informative, useful and inspiring
We live in an ‘opt-in’ information society where individuals choose what they want to discover
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Businesses have the opportunity to become storytellers who connect stakeholders with information in an engaging way
For maximum impact, you need editorial and creative expertise
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Ȗ More than 200 special reports and market surveys
Ȗ Content partners include The Times, The Sunday Times and The Week
Ȗ We work with more than 500 brands every year
Ȗ Global network of industry-leading journalists and commentators
Ȗ We publish on a variety of sectors from medical research to trading strategies
Our heritage is a commitment to excellent content and first-class production values
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Our renowned approach to content and design helps some of the world’s leading businesses, financial institutions and professional service firms connect with hard-to-reach decision makers
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The Raconteur Approach
Exclusively the best writersWe work with some of the world’s most renowned journalists, commentators and academics who are experts in their respective fields as well as valued opinion-formers.
Premium production valuesWe obsess about producing the best finished material possible, from gathering proven editorial teams to commissioning top designers and high-quality print partners. It’s why we’ve earned a reputation for best-in-class publishing.
Illustrations that illuminateOur design team is fuelled with a passion for originality and creative integrity. Through data visualisation, compelling infographics and concept illustration, they are committed to enlivening copy with powerful imagery.
High profile, high impactWe understand that great content in print and online has the power to pique the interest of sophisticated audiences and move sceptical decision makers. We draw on extensive insight from our relationship with multiple leading media brands to produce attention-grabbing materials capable of enticing time-poor audiences.
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Custom Publishing Methodology
Understanding your objectives and audienceWho do you want to engage? Raconteur has adopted a research-led approach to the work we do and we take time to understand your audience at a detailed level. Only then do we tailor a content package that is guaranteed to resonate with the people you need to inspire.
Sculpting your strategyOnce we understand the scale of your ambition and who you want to reach out to, we assemble and curate a rich channel mix that hits home with your target audience and mobilises them into action. It could be a glossy magazine, in-depth website, a corporate brochure or a combination of formats that best connect with your audience.
Adopting the right tone of voiceYou know what sets you apart from others, but it may not be blindingly obvious to others. At Raconteur, we work with you to create messages that will help build your image and your brand.
Conveying your messageWe will help you create and convey messages that build a unique brand identity, setting you apart from your competitors and defining your unique proposition.
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Finding the right conversation
Augment
Ȗ More than 50 per cent of people who read content marketing say it has a positive impact on buying decisions*
Ȗ More than 61 per cent say content marketing has a positive impact on whether they like a brand or not*
Ȗ We understand that an increasingly fragmented culture means retaining clients is vital
Ȗ Engage with clients and reward them with lively content
Ȗ We ensure your message chimes with your target audience to produce a better return on your content marketing investment
Ȗ Feeding messages to clients and staff on a regular basis builds engagement with brand values
Ȗ We can distribute content across all key mediums – including print, online, video and mobile
Ȗ This enhances the effectiveness of the campaign with multiple communications channels
Ȗ Our long-term approach delivers engaged audiences over time
Ȗ Regular communication with stakeholders builds trust in your brand
Retain Build Disseminate Engage
* Content Marketing Institute 2013
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The Benefits Of Customised Content
Ȗ Increase brand visibility Ȗ Enhance audience engagement
Ȗ Build trust and credibility Ȗ Create brand advocates Ȗ Communicate without the ‘hard sell’
Ȗ Improve search engine rankings
Ȗ Fuel the conversation on social media
38% 31% 54%
of business decision makers prefer to learn from informative articles than from an advertisement
of brands use infographics as part of their content marketing strategy
say content marketing brings them closer to the company
of brands use print magazines as part of their content marketing strategy
say custom content helps them make better product decisions
of the most effective content marketers plan to increase spend
60% 70% 80%
* Content Marketing Association 2013
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91%of B2B marketers use content marketing**
66%-74%
of content created for print ends up being used in social media efforts*
* Brand Point, 2012 ** CMI, Benchmarking 2013 *** Content Plus, 2013
75%of marketers cite compelling content drives successful social media campaigns ***
82%of marketers place a high value on content written for people not search engines*
55%Blogs on company sites result in 55% more visitors***
Top 3Interesting content is a top 3 reason that people follow brands on social media***
* (CMI, Benchmarking 2013) ** Custom Content Council, 2013
B2B Content Marketing Spend Planned for 2013*
How B2B Marketers Rate the Effectiveness of Their Organisation’s Use of Content Marketing*
45% Increase
09% SignificantlyIncrease
34% Remain thesame
02% Decrease
10% Unsure
45% Average
06% VeryEffective
30% Effective
02% Not AtAll Effective
15% Not ReallyEffective
Most Important Considerations Evaluatinga Service Provider**
Effectiveness Ratings of Tactics*
Challenges that B2B Content Marketers Face*
Organisational Goals for B2B Marketing*
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Where Content Meets Design
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Our Services Include
Ȗ Content strategy Ȗ Magazines Ȗ Integrated campaigns Ȗ Tailored creative solutions Ȗ Corporate brochures Ȗ Design and info-graphics Ȗ Microsites Ȗ Internal communications Ȗ Expert-led webinars Ȗ Business briefings Ȗ Annual reports Ȗ Bid documents
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Raconteur’s 10-Point Publishing Plan
Briefing
Ȗ A discussion of your marketing objectives, including calls to action, editorial themes and campaign management and measurement
Ȗ Agreement of timelines including when specific milestone targets should be met
Project plan
Ȗ Based on the briefing, Raconteur creates a detailed project plan. This will expand on agreed editorial and creative treatment for each item as well as suggestions for ‘calls to action’ where relevant
Ȗ Client opportunity to feedback before plan approval
Commissioning
Ȗ Raconteur commissions copy and bespoke art work. Editor to review, edit and request changes from journalists where necessary
Ȗ First sub-edit of copy, incorporating headline writing, fact-checking, tone of voice and checks for consistency
Copy lay-out
Ȗ Draft copy presented to client for amends or approval
Ȗ Changes made and copy laid out on page by design team
Version 1
Ȗ Layouts subbed edited to fit pages and proof-read at Raconteur before approval for presentation to client as version 1 pages
Ȗ Client circulates version 1 to internal stakeholders, collates comments and feeds back to Raconteur
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Version 2
Ȗ Raconteur amends version 1 and presents version 2 to client for confirmation that changes have been made to a satisfactory standard
Ȗ Further changes considered, but new changes are not recommended to fit with timelines
Sign-off
Ȗ Raconteur produces final changes for sign-off by client
Ȗ Client circulates as necessary before final approval pre-reproduction
Repro
Ȗ Pages are sent to reproduction (repro) and printers produce pre-proof pages. Client has opportunity for final colour check and approval
Printing and distribution
Ȗ Page files and colour proofs are sent for printing
Ȗ The finished magazine is distributed via pre-agreed channels
Review
Ȗ Raconteur conducts an internal review with the magazine team, followed by review with client
Ȗ Feedback from these sessions built into future magazine editions
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Our Clients Include
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Raconteur Media Amadeus House 2nd Floor 27b Floral Street London WC2E 9DPt: 0203 428 5230 e: [email protected] w: raconteurmedia.co.uk/contentmarketing content site: theraconteur.co.uk