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100 Content Marketing Examples July 2012 : Page 34

10 0 CONTENT MARKETING E X AMPLE S 53 The Completely London Magazine Company: Kinleigh Folkard & Hayward Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: The Completely London magazine was launched in September of 2009, just as the real estate market was struggling, to prove that a print magazine could differentiate the agency from their peers. The magazine’s high-end look and feel and high-quality content has dramatically revitalized the agency’s visibility. Last year, Completely London was named one of the top ten brands in the U.K. Example: Read the magazine 5 Elements Needed for a Top Print Magazine 1. Cover – Everyone judges a book by its cover, so make sure you have a powerful image on the front (with limited or no text). 2. High Production Values – Paper stock, bind-ing, ink and paper finishes all contribute to an overall impression of quality. Investing money in high-end production is a great way to snag readers. 3. Images – Use the best photographs and original artwork you can find. Epic photographs on quality paper make a huge impression on people who are considering purchasing your magazine. 4. Design – Critical to readability and customer appeal, when a potential reader flips through your magazine, great design can seal the deal on a sale. 5. Writing – When all the other elements are in place, talented writers and clear editorial vision keep readers coming back. 6. Above all, make sure it’s clear that you’re listening. 54 Financial Advice – A Content Marketing Project from NLB Company: NLB Originally featured in: Fab 15 Content Marketing Projects by Jeremy Victor Description: NLB, the largest Slovenian bank, wanted to break the mold of cold, distant financial institutions and get closer to its customers and prospects. To do this, NLB launched Financial Advice, a new content marketing project that uses a mix of digital media and live customer engagement to re-position itself in the market. In addition to a new web portal, a print magazine and iPad app, NLB has opened a new branch in capital Ljubljana where customers can get free personal financial advice, pick up free coffee, read educational materials and stay for daily presentations on personal finance. Example: See the site 34

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