Custom PublishingCustom Publishing

Custom Publishing 2

Custom Publishing 3

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

4

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

Custom Publishing

25Custom Publishing

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

Custom Publishing 6

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

Custom Publishing 7

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.

1 Custom Publishing

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.

8 Custom Publishing

Custom Publishing 9

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

Custom Publishing 10

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

11

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*

4

9%

38%

3

0%

Prof

essi

onal

Writ

ing

Ski

lls

Tru

ly C

usto

mis

ed C

onte

ntC

olla

bora

tion

and

advi

ce

Art

icle

s on

you

r web

site

eNew

sLet

ters

Blog

sC

ase

Stu

dies

Whi

te P

aper

sRe

sear

ch R

epor

tsIn

-per

son

Even

ts

53

%

5

8%

59%

6

4%

57%

57%

67%

Prod

ucin

g En

ough

Con

tent

Prod

ucin

g th

e K

ind

of C

onte

nt th

at E

ngag

esPr

oduc

ing

a V

arie

ty o

f Con

tent

Inab

ility

to M

easu

re C

onte

nt E

ffec

tiven

ess

Lack

of I

nteg

ratio

n A

cros

s M

arke

ting

Lack

of B

uy-In

/Vis

ion

6

4%

52

%

4

5%

33%

25%

2

2%

Bran

d aw

aren

ess

Cus

tom

er A

cqui

sitio

nLe

ad G

ener

atio

nC

usto

mer

Ret

entio

nT

houg

ht L

eade

rshi

pEn

gage

men

tLe

ad M

anag

emen

tS

ales

7

9%

7

4%

7

1%

64%

64%

63%

45%

43

%

Where Content Meets Design

Custom Publishing

Custom Publishing 12

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

13

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

1

6 7 8 9 10

2 3 4 5

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

Custom Publishing

14 Custom Publishing

Our Clients Include

2

B

Custom Publishing 15Custom Publishing

1 Custom Publishing

Raconteur Media Amadeus House 2nd Floor 27b Floral Street London WC2E 9DPt: 0203 428 5230 e: info@raconteurmedia.co.uk w: raconteurmedia.co.uk/contentmarketing content site: theraconteur.co.uk