Back to Blog
Compelling Content: How to Leverage the Potential of Digital Experiences
Jamie Rankin - 24 October 2023 - 4 min read
The Evolution of Branded Content
Content marketing stands as a potent weapon in a brand's toolkit. But the challenge lies in preserving the quality and trust akin to print publications while crafting an engaging digital journey. Keep reading to learn how your business can harness the power of digital experiences.
It's an open secret that content serves as a formidable marketing tool. Whether your audience can be found scrolling through TikTok, catching TV ads, or flipping through a magazine during their daily commute, offering them captivating content can seize their attention, fuel their creativity, and solidify their connection with your brand.
Effective content marketing is all-encompassing and extends across various channels, such as print media, online platforms, social media, video-on-demand, and outdoor advertising. Regardless of the medium, the fundamentals of creating remarkable content remain unchanged: it must be accessible, engaging, informative, and factually accurate.
Traditionally, print publications have offered an ideal canvas for branded content. Yet, as companies adapt to an increasingly time-strapped audience and recognize the need for agility, the constraints of print publishing have triggered a revolution in digital content.
Going digital not only empowers your audience to control when, where, and how they access your content, but it also enables the integration of interactive features, audio, and video, enhancing your brand's impact. Digital publications unlock the doors to your team's creativity and ensure every click leaves an impression.
Crafting an Immersive Digital Journey
Merging the realms of print and digital into a seamless experience is an art. While the content may appear similar on the surface, simply converting a print publication into a PDF won't set you apart. A truly immersive digital experience leverages innovative design and interactive elements to take readers on a captivating journey that keeps them coming back for more.
You don't need to assemble a team of developers or become an HTML expert to make the transition. Nowadays, most tools and publishing platforms, such as Ceros, utilise no-code design, making them user-friendly, cost-effective, and adaptable. Companies that invest in digital experiences enjoy the best of both worlds: the aesthetics, quality, and authority of a print magazine, coupled with the engagement and data that digital marketing brings.
Bringing a Brand's Narrative to Life
Let's take the Lidl GB magazine as a prime example. The European retail giant produces a seasonal print publication eagerly consumed by its customers, serving up inspiration, announcing new product launches, and sharing the company's sustainability initiatives.
Conveying these messages through content transforms the supermarket into more than just the most convenient or budget-friendly choice; it breathes life into its personality. Digitising this print publication takes storytelling to new heights. The design experts at Rhapsody maintain everything Lidl customers adore about the print magazine while incorporating animation, video, and high-quality imagery to boost engagement and nurture brand loyalty among a new, digitally inclined audience.
Introducing Dynamic Personalization
As Ferris Bueller famously said, "life moves pretty fast," but luckily, digital experiences keep pace. Print deadlines are notoriously rigid, and content needs to be locked in well ahead of publication. Last-minute alterations are feasible but can lead to headaches for all involved. Transitioning to a digital experience format banishes those sleepless nights. Teams can implement changes almost instantly, adjusting prices, introducing promotions, and adding special offers even after publication.
Digital experiences are also tailor-made for personalization. Addressing each customer individually and delivering relevant content elevates their experience, nurtures trust, and generates considerably stronger commercial outcomes compared to a generic one-size-fits-all approach.
By adopting digital technology, Lidl GB can now implement personalization in its publications, including geo-targeted content tailored for each of the three markets where it's distributed (England, Scotland, and Wales).
Ultimately, it's about simplifying life without compromising on quality. Shifting from print publications to digital experiences removes friction for customers, enabling them to access content on their own terms.
With your content accessible on various devices and browsers, customers can catch up on your latest updates during their daily commute, reference a recipe while perusing supermarket aisles, or seamlessly navigate to your website to add a new product to their online shopping cart. No need for dual devices or printing notes; everything from additional articles and images to customer reviews and product listings can be linked and accessed with a simple click.
Are you ready to unlock the potential of digital experiences for your business? Contact Rhapsody today to discover how we can transform your print publication into a captivating online journey.