Customer magazines – indispensable in corporate communications

Even in the digital age, the importance of a customer magazine—also in the sense of a classic print magazine—should not be underestimated. Printed customer magazines in the B2B sector offer numerous advantages that digital formats cannot fully replace. They are the centerpiece of values-based communication and gain impact through their tactile and visual presence. Many companies with technical product portfolios are already leveraging this potential in a targeted way. Hybrid magazines that combine digital formats with the classic print world are also growing in popularity. The best results come from combining print and online: in multichannel communications lies the greatest benefit of a customer magazine.

However, a customer magazine takes time, money, and resources. So the question is: Is it worth it? We will show you why a customer magazine pays off for your company. To do so, we address the most frequently cited objections and examine them.

Print is dead? Long live the print magazine! This is true in every respect for printed B2B customer magazines—reports of its demise are greatly exaggerated. This medium offers ample space for in-depth content and a wide range of journalistic formats. That makes it a perfect complement to fast-moving channels such as social media. Appealing technical articles, user reports or case studies, compelling interviews, or editorials on current industry topics: high-quality texts convince customers of a company’s expertise and build credibility and trust.

A common objection is: “Where are we supposed to get the topics from? We don’t have that much to report!” Really? The new machine, in-house software, a tailored solution for a demanding customer, a development project with all its ups and downs, improved service, social engagement, or environmental topics: on closer inspection, most companies can uncover a real treasure trove of topics. They make the values and facets of a company behind the product visible—for targeted, emotional customer engagement. A holistic picture of the company creates customer loyalty.

Not to be underestimated: your customer is holding a high-quality print magazine in their hands—perhaps even personally handed over during a visit to your company or at a trade fair. They can leaf through it and browse at any time, and engage with your company in depth—ideally in a relaxed moment over a cup of coffee. Ideally, the high-quality content is reflected in the premium production, fine paper, and calm layout. In this way, the tactile experience creates an emotional, positive impact through all the senses.

Of course, a magazine is an investment at first. But advertising also costs a lot of money, and its impact fades comparatively quickly. A magazine, by contrast, offers diverse and lasting uses—whether in sales conversations, at trade fairs or events, or in recruiting new employees. A user report about your product in use at a customer site is far more convincing evidence than a promotional flyer or an ad could ever be. Wasted reach is significantly lower—unlike ads or brochures: every reader is a (potential) customer. And thanks to regular publication—ideally once or twice a year—you stay in continuous contact with your customers.

In times of skills shortages and the growing importance of employer branding, so-called “soft” factors such as corporate values and the people in the company are becoming increasingly important. The magazine reaches both your valuable existing employees and the talent you are seeking in the labor market. Credible information and communication of corporate values and culture increase their motivation and identification with the company. Strategic storytelling sparks interest and builds trust—within your own workforce and in recruiting qualified specialists. This strengthens your employer brand!

The printed customer magazine offers many advantages in its own right. The greatest benefit, however—also with regard to lead generation—comes primarily from cross-media networking of the content. Consider the magazine a building block in your company’s communications mix and connect the content digitally. A digital version on your website, social media posts, repurposing in the company blog—pay attention to the content mix with other formats. The content can also be used in PR or in ads, making the communications mix more diverse and dynamic.

Customer magazines are an indispensable component of corporate communications.

Corporate Media

Customer magazines are an essential component of corporate communications in the technical industry. Why?

Opportunity: Space for content – time to read

Opportunity: Unlock the treasure trove of company topics and build customer loyalty

Own thought leadership topics:

But couldn’t all of this also be done in a digital customer magazine? It’s more sustainable and cheaper, isn’t it?

Print

Digital

Quite a lot of work, isn’t it?

Sabine Fischer

Opportunity: Please touch: the emotional impact of a customer magazine

Opportunity: A worthwhile investment—economical and tailored to the target audience

Quite a lot of work, isn’t it?

Sabine Fischer

A recent study proves: customer magazines are read.

Opportunity: Strengthen your employer brand with storytelling

Benefit: Multichannel communication: generate leads with the customer magazine

Conclusion: A classic, reimagined with digital benefits

Jörg Schroer

We will be happy to advise you.

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