23 Oct How to maximize your holiday content budget
The holidays are a time for splurging and spending a bit more on your loved ones. In the business world, however, it’s the end of budgeting season, which has every employee thinking about accountability and increasing profits. For media companies, content can be a major money maker during the holiday season, especially with so many businesses in local communities looking to advertise. And why not? According to a new survey from the International Council of Shopping Centers (ICSC), consumers are expected to spend about $728.40 on gifts and other items this holiday season. So the question is not if your business needs content but which content will get you the most bang for your buck.
I am going to show you how you can buy one 24 page magazine and carry it through the season; therefore, maximizing your holiday content profit. For this example, we are going to use our Holiday Give Back magazine.
To preview this issue for further clarification on some points mentioned click here.
Content for Social
In a content magazine, there are ad positions for the media company to sell to local businesses. However, there is so much more ad space to be sold outside of the paper section, digitally or print wise. Think social. In Holiday Give Back we have multiple infographics that are perfect fits for social promotion and therefore social sponsorship. What if your content doesn’t have an infographic? Make one. For example, in this issue, there are multiple stories that could easily be made into an infographic such as The Surprising Benefits of Shopping Local, 5 Gift Ideas to Send to Troops, and Five Tips to Get Started with Giving Tuesday. Any stories in this magazine could be shared online and or used as sponsored content, however, the reason I recommend infographics is people are more attracted to visual content.[/vc_column_text][/vc_column]
“In fact 90% of information transmitted to the brain is visual, and visuals are processed 60,000x faster in the brain than text.” ( Zabisco)
Content for the Community
Help advertisers think outside of the box by creating longer-lasting ad opportunities in your community. In this issue, there is a Random Acts of Kindness Activity Calendar for children in December. I can’t think of a better PR image for a media company than putting their name on something that helps children learn about giving – and believe me, the same thought will cross the minds of advertisers in your community. Why not take something like this activity calendar and distribute it to elementary schools in your community (for free!) on a broadsheet sponsored by your local advertisers? This could be done with other content, too, such as the donation tips sheet sponsored by the American Red Cross or Goodwill.
Content for an Event
Use content to promote an event. Events can bring in big money for a media company that’s active in their community. Quality content can help promote and educate the public about the event. It doesn’t even have to be a huge event – it could be as simple as having a food drive or letters for the troops. Sharing content in the newspaper and on social media that supports giving – and that mentions the food drive at the end of the story – can help drive attendees to participate. And how can this make you money? Have an advertiser sponsor the event with you; get individual sponsors for each related article in support of the event.
Any of these tips can be replicated for other content, such as holiday entertaining and decorating, or our new bridal content releasing November 1st. So next time you purchase content, think about the quality of the content and if there is enough to create even more revenue avenues. With 24-page magazines, you will always be able to create more opportunities.