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Tag Archives | marketing

Publishing Training Centre: Content Marketing

Content marketing enables publishers to create and distribute valuable, relevant and inspiring content that appeals to target audiences; and to effectively promote brands by connecting with readers in a deeper way than just telling them a product is out there.

It aims to talk to customers on their own terms, introducing them to a brand, exciting them and moving them along the buying process or developing loyalty.

Driving sales, data signups or other actions are proven to be more responsive through content marketing than straight forward online adverts alone and this course is a practical introduction to understanding the broad strategy, techniques, styles and distribution techniques required for a successful campaign.

Marketing professionals, editorial staff and anyone who is required to promote a brand will benefit from this course.

Learn how to: attract and engage customers through the creation of relevant, compelling content that has value for your audience; put together an effective content strategy and create a content calendar to deliver it; use social media to distribute and amplify your content’s reach; use content marketing as an SEO tool; and measure your success.

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Publishing Training Centre: How to Brief Creative Work

Marketing and Sales teams are producing more material than ever; the “super proof” is having a renaissance, and #BookPost shows that creative marketing concepts for the trade are more influential than ever. And all the while, digital design moves on apace, offering ever-changing opportunities.

A modern marketer needs to be able to collaborate effectively with design colleagues, commissioning strong work across media, translating the strategic needs of a book campaign into persuasive artwork without looking over their shoulder or trying to design it themselves.

This course, which will benefit junior and mid ranking marketing people, and sales people who commission design work, will help you get it right with minimum fuss and friction.

Learn how to: be aware of a designer’s needs and priorities; understand the dynamics of a creative collaboration; turn a strategy into a creative brief; brief tightly yet keep an open mind; and feed back constructively yet candidly.

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Publishing Training Centre: Market Research and Customer Insight

Knowing what your customers think about your brand and the market is a crucially important step to making decisions with confidence on both tactical and strategic matters. This can be anything from a simple (yet critical) decision on cover design to refining the tone of your marketing communications or even exploring new product categories to expand into.

This Market Research and Customer Insight course is a practical introduction to running research, whether it be in-house or via an agency, and will arm you with the essential skills to run a research project and avoid common pitfalls. You will learn about research sources, planning and executing a campaign, making sense of all the data and finally implementing the research outcomes.

The course is a practical introduction to market research. Your tutor will present the key facts relating to effective research and then delegates are invited to try it for themselves in practical exercises.

Anyone responsible for making decisions on content, design, marketing or commissioning will benefit from this course. Managers will benefit from having topline knowledge of the process and tools available, and those responsible for actioning research will benefit from the structured process and key analytical tips which help to make sense of all the data.

Learn how to: brief a research project – key stages and defining the hypothesis you are trying to prove; use data sources – how can you draw on what you currently have, creating valid audiences; execute a campaign – testing, quantitative and qualitative; evaluate your findings – making sense of it all and presenting it back to the team.

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Publishing Training Centre: Introduction to Marketing

Marketing departments in publishing companies are exciting places to work, but understanding both your part in the business and what you are trying to achieve is crucial when both budget and activity have to be spent as effectively as possible.

You need to learn who all your audiences are, not just the consumers who buy your books but also your colleagues in different departments and the retailers who will sell and promote your books. You also need to understand the costs associated with the various media options, how to work most effectively with your colleagues in publicity and how to measure how successful your work has been.

There isn’t much time to ask questions on the job and you are generally expected to pick everything up through osmosis. This course will explain clearly exactly what is happening in all parts of the publishing process and give you the chance to ask all of the questions that have occurred to you since you started. The course will look at both trade and non-trade publishing.

Learn how to: identify and place the function of marketing within the publishing process, both internally and externally; plan and execute a marketing campaign; make a successful campaign and learn how to measure and evaluate it; understand the requirements from sales and the book trade.

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Publishing Training Centre: How to Brief Creative Work

Marketing and Sales teams are producing more material than ever; the “super proof” is having a renaissance, and #BookPost shows that creative marketing concepts for the trade are more influential than ever. And all the while, digital design moves on apace, offering ever-changing opportunities.

A modern marketer needs to be able to collaborate effectively with design colleagues, commissioning strong work across media, translating the strategic needs of a book campaign into persuasive artwork without looking over their shoulder or trying to design it themselves.

This course, which will benefit junior and mid ranking marketing people, and sales people who commission design work, will help you get it right with minimum fuss and friction.

Learn how to: be aware of a designer’s needs and priorities; understand the dynamics of a creative collaboration; turn a strategy into a creative brief; brief tightly yet keep an open mind; and feed back constructively yet candidly.

Continue Reading

Publishing Training Centre: Content Marketing

Content marketing enables publishers to create and distribute valuable, relevant and inspiring content that appeals to target audiences; and to effectively promote brands by connecting with readers in a deeper way than just telling them a product is out there.

It aims to talk to customers on their own terms, introducing them to a brand, exciting them and moving them along the buying process or developing loyalty.

Driving sales, data signups or other actions are proven to be more responsive through content marketing than straight forward online adverts alone and this course is a practical introduction to understanding the broad strategy, techniques, styles and distribution techniques required for a successful campaign.

Marketing professionals, editorial staff and anyone who is required to promote a brand will benefit from this course.

Learn how to: attract and engage customers through the creation of relevant, compelling content that has value for your audience; put together an effective content strategy and create a content calendar to deliver it; use social media to distribute and amplify your content’s reach; use content marketing as an SEO tool; and measure your success.

Continue Reading

ALPSP: Effective Social Media for Scholarly Publishing

Social media now offers the opportunity to reach huge audiences around the globe, but how can publishers effectively harness these new tools to achieve their own objectives? This course will help you to integrate social media into the marketing communications and wider promotional plans of your organization, regardless of budget or size of publisher. It will include setting measurable objectives, practical tips on what works – and what doesn’t – for different platforms.

You will learn to: understand how to identify the relevant social media platforms for your audiences, how they work, and what they offer to scholarly publishing organizations; plan and successfully deliver effective social media campaigns that are integrated into your wider marketing and communications activities; and work effectively within your organization to optimise social media activities.

This course is suitable for everyone in scholarly publishing who wishes to harness and integrate social media marketing into their organizations strategy. Typically this includes all marketing staff including marketing managers, marketing executives, communications professionals, and all editorial staff.

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ALPSP: Effective Journals Marketing

Technology is changing, new business models are developing and new markets emerging – the journal publishing landscape is shifting. These new developments offer challenges for journals marketing. This course provides a strategic overview of this dynamic environment and how best to apply marketing techniques to achieve your journal’s objectives. The workshop will be highly interactive.

You will learn to: understand the environment in which you operate as marketeers and the impact this has on your strategies; use the full marketing toolkit in the most effective ways; assess customer needs; and make appropriate changes to your products and marketing messages.

This course is an ideal next step for marketing executives, managers and so on who have attended the ALPSP Introduction to Journals Marketing course or have had several years’ experience of putting these principles into practice but are now looking to expand their marketing skills.

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Publishing Training Centre: Market Research and Customer Insight

Knowing what your customers think about your brand and the market is a crucially important step to making decisions with confidence on both tactical and strategic matters. This can be anything from a simple (yet critical) decision on cover design to refining the tone of your marketing communications or even exploring new product categories to expand into.

This Market Research and Customer Insight course is a practical introduction to running research, whether it be in-house or via an agency, and will arm you with the essential skills to run a research project and avoid common pitfalls. You will learn about research sources, planning and executing a campaign, making sense of all the data and finally implementing the research outcomes.

The course is a practical introduction to market research. Your tutor will present the key facts relating to effective research and then delegates are invited to try it for themselves in practical exercises.

Anyone responsible for making decisions on content, design, marketing or commissioning will benefit from this course. Managers will benefit from having topline knowledge of the process and tools available, and those responsible for actioning research will benefit from the structured process and key analytical tips which help to make sense of all the data.

Learn how to: brief a research project – key stages and defining the hypothesis you are trying to prove; use data sources – how can you draw on what you currently have, creating valid audiences; execute a campaign – testing, quantitative and qualitative; evaluate your findings – making sense of it all and presenting it back to the team.

Continue Reading