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	<title>Corporate Publishing by Eye for Image</title>
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	<description>Position your company as an authority within your industry</description>
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		<title>Propaganda is great</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/08/23/propaganda-is-great/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=propaganda-is-great</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/08/23/propaganda-is-great/#comments</comments>
		<pubDate>Tue, 23 Aug 2011 10:51:15 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Credibility and thought leadership]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=803</guid>
		<description><![CDATA[&#8230; at driving your audience away It’s amazing to think that just ten years ago, the mass media were still the gatekeepers for nearly all marketing efforts. If you wanted to reach an audience, your company had to buy advertising space from TV, radio and publishing corporations. Or you could run PR campaigns in the [...]]]></description>
			<content:encoded><![CDATA[<h4>&#8230; at driving your audience away</h4>
<p><span id="more-803"></span></p>
<p>It’s amazing to think that just ten years ago, the mass media were still the gatekeepers for nearly all marketing efforts.</p>
<p>If you wanted to reach an audience, your company had to buy advertising space from TV, radio and publishing corporations. Or you could run PR campaigns in the hope that someone in the mass media would pick up your story and run with it.</p>
<p>This approach relied on grabbing the attention of people who were busy doing something else: watching their favorite TV show or reading the latest economic forecast in the daily newspaper.</p>
<p>Problem is, it doesn’t work so well any more.</p>
<p>People are tired of being interrupted by company propaganda. And now, they simply won&#8217;t put up with it any longer. Because, they don’t have to.</p>
<p>The mass media no longer has exclusive control over the creation, scheduling and distribution of your content. You do.</p>
<p>Today, you can talk directly to your customers. On the Internet.</p>
<h4>Brand credibility</h4>
<p>This has spurred a whole new way of marketing that works from a very different premise: brand credibility.</p>
<p>To achieve this, you need to borrow techniques and crafts from an extremely successful, tried-and-tested communications discipline: publishing.</p>
<h4>Publishing approach</h4>
<p>Take a publishing approach and:</p>
<ul>
<li>Stop talking your product up</li>
<li>Quit talking about your company&#8217;s internal affairs</li>
<li>Drop the propaganda</li>
</ul>
<p>Instead, talk about industry concerns, not just your own. Listen. Dig for solutions, test your findings, then share them. Most of all, dramatize the excitement and the goals you share with your industry.</p>
<p>At heart, your new communications strategy is simple: show how your company helps people.</p>
<p>In detail.</p>
<p>In ways no other company can.</p>
<h4>So what is corporate publishing?</h4>
<p>Corporate publishing is a way of communicating with what we call the <em>Voice of Industry</em> (VOI), one of the voices described in our Three Voices&#0153; strategy.</p>
<p>It’s about positioning your company as an authority within your industry.</p>
<p>It’s about creating <em>thought leaders</em>.</p>
<p>Thought leaders are able to engage and, to some extent, influence their audiences. But that kind of power doesn&#8217;t come over night. And it isn&#8217;t easy.</p>
<p>It requires excellent content. A focused content strategy. And a publishing approach to marketing.</p>
<h4>How we can help</h4>
<p>At <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">Eye for Image</a>, we offer a powerful publishing solution, enabling you to deliver engaging content across a range of media (magazines, videos, podcasts, webinars, &#8230;) on any mobile device (laptop, iPad, smartphone, &#8230;) directly to your customers.</p>
<p>Our VOI approach to publishing focuses on creating content that will engage your industry, raising the credibility and status of your company.</p>
<p>In this publication, you&#8217;ll learn about the ins and outs of corporate publishing. We cover a lot of ground, including strategy, content creation and distribution. We hope it helps you reorient your thinking &#8211; and who knows, perhaps you&#8217;ll go on to bring about positive changes to your own company&#8217;s communications.</p>
<p>If you&#8217;d like to know more, call us. We’d love to hear about the challenges you face today in talking to your prospects and customers.</p>
<p><em>You can speak to <a href="http://corporatepublishing.eye-for-image.com/contact/">David</a> right now on +45 2215 5123</em></p>
<p><em>Or email him at &#x64;&#x61;&#118;&#105;d&#64;&#x65;&#x79;&#x65;&#45;for&#x2d;&#x69;&#x6d;&#97;ge&#x2e;&#x63;&#x6f;&#109;</em></p>
<p>&nbsp;</p>
<p>&nbsp;</p>
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		<title>New in corporate communications: no more propaganda, please</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/publishing-the-brand/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=publishing-the-brand</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/publishing-the-brand/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 12:56:39 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Brand as publisher]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[magazines]]></category>
		<category><![CDATA[newsletters]]></category>
		<category><![CDATA[publishing]]></category>
		<category><![CDATA[publishing the brand]]></category>
		<category><![CDATA[storytelling]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=549</guid>
		<description><![CDATA[How a publishing approach can build credibility and love for your brand Look at your customers&#8217; websites. Look at their brand stories, their press releases, their newsletters. You’ll notice that your customers are obsessed with one thing: themselves. If you really want to engage your customers in conversation, you have to talk about their companies, [...]]]></description>
			<content:encoded><![CDATA[<h4>How a publishing approach can build credibility and love for your brand<span id="more-549"></span></h4>
<p>Look at your customers&#8217; websites. Look at their brand stories, their press releases, their newsletters. You’ll notice that your customers are obsessed with one thing: themselves.</p>
<p>If you really want to engage your customers in conversation, you have to talk about <em>their</em> companies, operations and concerns; not yours.</p>
<p>Many companies, however, still seem to believe that focusing on themselves is the only way to ensure that people will understand what they do. The truth is, this approach is guaranteed to push an audience away. So, how can you engage an audience and help them fall in love with your brand?</p>
<p>Drop the propaganda. Quit writing about how great your company is. Think – and write – like a publisher.</p>
<p>“Businesses and organizations that make a commitment to serving their customers with great content — just as they commit to providing a quality product — create interest and build loyalty.” Writes Geoff Livingston, author of <em>Welcome to the Fifth Estate</em>. “They offer value where others simply offer PR messages.”</p>
<p>What is this value, exactly? It seems to lie somewhere within the magic triangle of insight, information and entertainment. “Shine the spotlight on the cause and what others are doing in your industry, rather than yourself,” says Ed Nicholson, director of community and public relations for Tyson Foods Inc. “It will generally reflect favorably back on you.”</p>
<h4>Publish like the hottest magazines</h4>
<p>Magazines, both mainstream and trade publications, know how to capture an audience and keep them coming back for more. They know how to generate content that will engage an audience, and they can do it consistently to tight deadlines. But, truth be told, the traditional publishing industry is facing a crisis – and it will never be the same again.</p>
<p style="padding-left: 30px"><em>Fact #1</em>: The trade and mainstream press can no longer cover all your industry’s stories. After years of cutbacks, their staff is too small and inexperienced.</p>
<p style="padding-left: 30px"><em>Fact #2</em>: Many of the older, more experienced editors and journalists are taking their know-how elsewhere: communications departments and agencies.</p>
<p style="padding-left: 30px"><em>Fact #3</em>: These publishing experts are appalled at the lack of an editorial mission, guidelines and workflow behind company newsletters and magazines.</p>
<p style="padding-left: 30px"><em>Fact #4</em>: These same people are turning dull company newsletters into industry magazines that really can engage an audience.</p>
<p>So now, it’s never been easier &#8211; or more important &#8211; to act like a publisher and engage an audience that will have far-reaching benefits for your business. Some of your competitors are probably already thinking of doing it.</p>
<h4>Plugging the gap</h4>
<p>Geoff Livingston explains that there&#8217;s a gap in markets all over the world, and these new company publications are plugging it. “The lack of coherent editorial guidelines in most blogs and corporate publications provides an opportunity for organizations to become authoritative thought leaders if they can transition effectively from PR machines delivering messages into providers of useful factual information. To do this they must become their own <em>corporate journalists</em>.”</p>
<p>Now, company magazines are appearing that take the same approach to producing, publishing and distributing content as the hottest magazine publishers. It’s not just a question of style. There’s a whole strategy behind the production of leading publications. They employ a strong editorial mission, editorial guidelines, and a workflow with a newsroom team that can meet tight deadlines time and again. Corporations, it would seem, are beginning to understand the power of adopting a coherent content strategy.</p>
<p>Print media can still make an impact with an audience. There’s still nothing like leafing through a well-produced magazine with great stories and a crisp design. And there are often opportunities to hand over your company magazine in person at conferences and trade fairs. However, online publications, using the same powerful publishing know-how, can help you reach a wider audience, and get closer to them quickly – thanks to widgets such as the <em>like</em> button for Facebook and <em>Tweet</em> button for Twitter that let readers share what they read with one click.</p>
<h4>The like culture</h4>
<p>In the ‘like’ culture, media channels are just as important as the style of content. A premium online publication will mix feature articles, columns, surveys, competitions, video, audio, and give the audience the chance to respond to the content with comments. But it goes much further. Now, people tend to share any interesting, provocative or funny content they come across with their friends and colleagues on Facebook, Twitter and LinkedIn. In this way, content that resonates with its audience will cross over into the social arena, where it becomes the start of a conversation.</p>
<p>In fact, communications that originate in the heart of the corporation are unlikely to have much impact on anyone outside the corporation. Good stories about your corporation&#8217;s industry published in a company magazine will have a lot of relevance for everyone else in your industry, and will make a bigger impact and give your brand credibility and authority. And finally, conversations and tidbits shared between customers on online communities will be the real test of your brand. This is way beyond the control of your communications. But, if your publication is strong, it can fuel the kind of conversations that cast your brand in a positive light.</p>
<p>Here, a ‘command and control’ approach simply doesn’t work. At the first whiff of propaganda people will click away, never to return. However, good content that doesn’t brag or preach, tackles wider industry issues, and addresses the concerns of its readership, has a good chance of being liked, tweeted and shared across multiple channels online.</p>
<p>With <a title="Eye for Image - Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies" href="http://www.eye-for-image.com" target="_blank">good editorial content</a>, you can reach key people and gain crucial market intelligence that could put your brand ahead of the game. “Instead of standing on a speaker box and dictating propaganda to your audience,” says Geoff Livingston, “it’s now time to get into the street and interact with your community.” The old axiom stated, <em>content is king</em>. Now, it’s more like <em>conversation is king. </em>And content is just something to talk about.</p>
<p>&nbsp;</p>
<p><em>Call us. Our newsroom will help you produce and distribute a company magazine or online publication that engages your readers on any computer or mobile device. Now’s the time to focus on building the credibility of your brand.</em></p>
<p><em>Why not speak directly to <a title="David Hoskin +45 2215 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">David</a> on +45 2215 5123 right now.</em></p>
<p><em>Or send an email to d&#x61;&#x76;i&#100;&#x40;e&#121;&#x65;&#x2d;f&#x6f;&#x72;-&#105;&#x6d;a&#103;&#x65;&#x2e;c&#x6f;&#x6d;</em></p>
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		<title>Move up to a magazine experience</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/newsletters-magazines/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=newsletters-magazines</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/newsletters-magazines/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:59:10 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Newsletters & magazines]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[magazines]]></category>
		<category><![CDATA[newsletters]]></category>
		<category><![CDATA[publishing]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=536</guid>
		<description><![CDATA[What corporate publications can learn from the magazine publishing industry There are plenty of good reasons to publish a newsletter. Done well, it can enhance your company image, position you as a leader in your field, showcase your capabilities, keep your customers and suppliers up-to-date and, most importantly of all, build credibility with your target [...]]]></description>
			<content:encoded><![CDATA[<h4>What corporate publications can learn from the magazine publishing industry<span id="more-536"></span></h4>
<p>There are plenty of good reasons to publish a newsletter. Done well, it can enhance your company image, position you as a leader in your field, showcase your capabilities, keep your customers and suppliers up-to-date and, most importantly of all, build credibility with your target audience.</p>
<p>So, why are most corporate newsletters so lame?</p>
<p>You don’t need x-ray vision to see the mistakes. Too much ‘we’ and not enough ‘you’; propaganda-like content that pushes the reader away; and tired, seen-it-all-before visual designs – just to name three.</p>
<p>Strangely enough, the <a title="Eye for Image - Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies" href="http://www.eye-for-image.com" target="_blank">latest thinking in creating effective content for companies</a> draws on craft and wisdom from an industry that’s over a century old: publishing. The idea is to give readers a magazine-like experience; one that nurtures a long-term relationship with readers in the same way as <em>Vogue</em>, <em>Wired</em> or <em>Rolling Stone</em>.</p>
<h4>It’s a competitive world</h4>
<p>It’s a safe bet that the vast majority of your readers have very little time to digest even a fraction of the information they come across every day. They are bombarded by a media storm from dawn till dusk – and this is the arena in which your corporate newsletter has to compete. But, the news is not all bad.</p>
<p>First of all, you are no longer restricted to text. In fact, the latest figures from Google suggest that before the end of the decade, our favorite online media will be <a title="Audio and video production" href="http://corporatepublishing.eye-for-image.com/2011/06/16/headline-video-audio/" target="_blank">video and audio</a>. We don&#8217;t quite have the bandwidth everywhere yet, but we&#8217;re getting there fast. And this is good news for your brand. Adding short movies and podcasts to your newsletter format can make your content more immediate and help you forge a deeper emotional connection with your readers.</p>
<p>Good content starts conversations. If your latest online article resonates with your readers, they will leave comments, share it by email, like it on Facebook, Tweet it, link back to it from their blog or talk about it in their LinkedIn group. And because those conversations are taking place online, they will point back to your article, movie or podcast.</p>
<h4>Borrowing from the best magazines</h4>
<p>The next piece of good news is that all the know-how you need is to hand. Magazine publishers are experts in creating a rich, compelling experience for their readers – their livelihood depends on it. They present a clear editorial mission, enabling them to plan content that’s consistent, fits the publication’s overall aims, and appeals to their core readership.</p>
<p>All successful periodical publishers have to know what their audience wants to read and how to package it so that readers will keep reading, issue after issue. They know how to put together the whole package, using standard publishing practices that are usually missing from corporate newsletters such as organizing content into regular sections, creating a powerful ‘masthead’ (the part of the front cover where the publication’s name and other consistent elements appear), or pushing two or three feature articles in each issue. In short, publishers know how to give their publication personality.</p>
<h4>Measure the success of your publication</h4>
<p>Online magazines can track the traffic to their publication so they can see whether their editorial/content strategy is doing its job – and where changes need to be made. Which articles preform best? What are readers commenting on? Which features get the most traffic? Measurability is even more highly prized in times of economic uncertainty, when you want to make sure there’s sufficient return on your communication investments.</p>
<p>So what’s the single best thing to do if you want to move up to a magazine-like experience? Pull in external expertise. It’s not enough to engage a graphic designer or copywriter to do the job – you will need a far broader range of skills to really make your publication fly. Professional publishing skills, to be exact.</p>
<p>&nbsp;</p>
<p><em>Call us. Our newsroom will help you produce a company magazine that engages your readers on any computer or mobile device. Now&#8217;s the time to focus on building the credibility of your brand.</em></p>
<p><em>Why not speak to <a title="Jonathan Winch +45 2623 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">Jonathan</a> on +45 2623 5123 about the challenges facing your brand right now.</em></p>
<p><em>Or send an email to &#x6a;&#111;na&#x74;&#x68;an&#x40;&#x65;&#121;e-&#x66;&#111;r-&#x69;&#x6d;&#97;g&#x65;&#x2e;&#99;om</em></p>
<p>&nbsp;</p>
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		<title>Shine a light on your annual report</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/annual-reports/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=annual-reports</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/annual-reports/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:57:18 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Annual reports]]></category>
		<category><![CDATA[audio]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[magazines]]></category>
		<category><![CDATA[publishing]]></category>
		<category><![CDATA[Rich media]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[video]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=534</guid>
		<description><![CDATA[How to turn your annual report into your brand’s flagship publication Today, most people in communications recognise the marketing value of a well-produced annual report. After all, it’s a publication that goes out to all the company’s many stakeholders. Shareholders want to make sure all the figures add up and that all business practices are [...]]]></description>
			<content:encoded><![CDATA[<h4>How to turn your annual report into your brand’s flagship publication<span id="more-534"></span></h4>
<p>Today, most people in communications recognise the marketing value of a well-produced annual report. After all, it’s a publication that goes out to all the company’s many stakeholders. Shareholders want to make sure all the figures add up and that all business practices are above board; suppliers want reassurance that there’ll be plenty of work for them in the coming year; prospective employees want to know how and where your company does business; and customers want to know that they made the right decision when they chose your products or services.</p>
<p>However, in reality, very few annual reports capture the excitement or the drama of steering a major brand through the ups and downs of a year in business. And fewer still tell a <a title="Creating a brand strategy for storytelling" href="http://corporatepublishing.eye-for-image.com/2011/06/16/brand-strategy/" target="_blank">compelling brand story</a> &#8211; one that engages people and makes them feel good about their association with your brand. And that&#8217;s a shame, because we know from experience that an annual report can make people go &#8220;Wow!&#8221;</p>
<h4>Publishing expertise and a rich media experience</h4>
<p>We believe your annual report should look as good as the best newsstand magazines, read like a specialist feature publication, and be as easy to share as hitting the Facebook ‘like’ button. That means using all the tricks and techniques publishing has used for over a hundred years to capture the hearts and minds of readers. And it also means harnessing the power of the Internet to capitalize on <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://eye-for-image.com" target="_blank">publishing know-how</a> while reducing production and distribution costs.</p>
<p>With an online publication, you can create a truly rich media experience for your audience. This adds video, audio and animation into the mix to bring your biggest stories to life, make your messages more compelling and give your audience a much more dynamic experience of your company’s year in business – the kind of experience your readers will remember, respond to and want to share.</p>
<p>In short, we believe your annual report should make people go “Wow!” After all, it’s your company’s flagship publication.</p>
<h4>Measure engagement: see how many people read – and for how long</h4>
<p>For a recent example of this rich media experience, take a look at the annual report our editorial and design team created for global coatings giant Hempel. We showcased the quality of Hempel products and services with images, graphics and video; presented their complex financial results in easy-to-digest sections; and told their brand story in a strong, consistent tone of voice that matched the company&#8217;s professionalism and global reach.</p>
<p>We delivered the <a title="Hempel Annual Report" href="http://cde1.netpublications.com/1M4d97b9e70eff3012.cde" target="_blank">Hempel Annual Report</a> in three versions: rich media for the full experience, a low-resolution PDF for downloading, and a high-resolution print copy that was distributed to all stakeholders at the company’s Annual General Meeting. And, because Hempel’s communications department could track the online versions, they could measure the success of the distribution and see how many people opened the document, how long they stayed reading, and what they read.</p>
<p>Compared to previous years, the figures were in a different league. That’s what we mean by ‘Wow’ factor.</p>
<p>&nbsp;</p>
<p><em>Call us. Our editorial and design team can help you produce, publish and distribute an annual report that engages your stakeholders and showcases your brand. Now’s the time to focus on building brand credibility. </em></p>
<p><em>Why not speak directly to <a title="David Hoskin +45 2215 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">David</a> right now on +45 2215 5123</em></p>
<p><em>Or send an email to david @ eye-for-image.com</em></p>
<p>&nbsp;</p>
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		<title>The new kings of the newsroom</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/corporate-journalism/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=corporate-journalism</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/corporate-journalism/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:56:42 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Corporate journalism]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[corporate journalism]]></category>
		<category><![CDATA[journalism]]></category>
		<category><![CDATA[magazines]]></category>
		<category><![CDATA[newsletters]]></category>
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		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=532</guid>
		<description><![CDATA[Five key ways corporate journalism can build credibility for your brand PR firms and corporate communication departments around the world have noticed: there are fewer editorial publications than there use to be. And that means the trade and mainstream press simply aren’t able to cover as many events and issues – your events and issues [...]]]></description>
			<content:encoded><![CDATA[<h4>Five key ways corporate journalism can build credibility for your brand<span id="more-532"></span></h4>
<p>PR firms and corporate communication departments around the world have noticed: there are fewer editorial publications than there use to be. And that means the trade and mainstream press simply aren’t able to cover as many events and issues – your events and issues – as they used to.</p>
<p>Today, press releases, press kits and B-rolls are not enough to persuade an overworked trade magazine editor to take your content. The chips are down, and companies are competing harder than ever before for editorial attention, time and budget.</p>
<p>But all is not lost. There is another way, and it’s probably quite different from the type of content marketing you are doing at the moment.</p>
<p>“People can smell marketing and propaganda coming&#8230; and they know when the pitches and puff pieces are missing that edge of neutrality,” writes Ike Pigott of <a title="Newsroom approach to content marketing" href="http://http://occamsrazr.com/2010/04/06/the-future-of-journalism-part-two/" target="_blank">Occam’s RazR</a>. “An accurate and fair piece is accurate and fair, no matter who writes it.”</p>
<p>It’s all about building credibility for your brand. And that means writing less like a marketer and more like a journalist. Or, to be more accurate, adopting a team of journalists who can support and bounce ideas off each other in a professional newsroom. There are so many ways this approach can benefit your company&#8217;s communications and build credibility for your brand, and we&#8217;ve picked out five of them:</p>
<h4 style="padding-left: 30px">1. Create an editorial mission</h4>
<p style="padding-left: 30px">All trade magazines adhere to an editorial mission, which guides the newsroom team toward creating content that will resonate with readers – and customers.</p>
<h4 style="padding-left: 30px">2. Work to a clear 12-month content strategy</h4>
<p style="padding-left: 30px">With a clear strategy, you can develop regular columns with their own fan-base of readers, target events and conferences throughout the year, and plan resources for big feature stories.</p>
<h4 style="padding-left: 30px">3. Create consistent, quality content</h4>
<p style="padding-left: 30px">All trade magazines have a managing editor responsible for finding themes and stories, and knocking the team’s stories into shape in time to meet publication deadlines. Frequency and consistency build a loyal core readership.</p>
<h4 style="padding-left: 30px">4. Choose the place and time to market</h4>
<p style="padding-left: 30px">Switch your focus from putting out company propaganda to truly serving your readers with useful, relevant, and engaging content. Treat your publication as a ticket to winning credibility in your industry.</p>
<h4 style="padding-left: 30px">5. Think like Vogue and distinguish between articles and ads</h4>
<p style="padding-left: 30px">A steady stream of consistently engaging content will give you the credibility you need to open conversations with your readers. There&#8217;s no need for direct marketing in your publication. But if you have to, think like a top magazine and place proper adverts in your pages.</p>
<h4>You are the new kings of the newsroom</h4>
<p>Freelance writers can be unreliable, and quality hard to control. Hiring in a journalist can drain precious in-house resources, especially early on, and it’s not a scalable solution. The difference between writing to build a reputation as an industry thought leader and bundling a few case stories into a newsletter every three months is as big as the difference between competing in an Olympic swimming tournament and taking a bath.</p>
<p>At <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">Eye for Image</a>, we put the entire skills-set of an experienced newsroom at the disposal of your publication. You’ll have a small, scalable team of journalists and a dedicated editor, working to an editorial mission, focused on producing and distributing your company magazine – and building the credibility of your brand.</p>
<p>&nbsp;</p>
<p><em>Call us. Our newsroom approach will help you produce a company magazine that engages your readers on any computer or mobile device. Now&#8217;s the time to focus on building credibility and winning advocates for your brand.</em></p>
<p><em>Why not speak to <a title="David Hoskin +45 2215 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">David</a> right now on +45 2215 5123</em></p>
<p><em>Or send an email to david&#64;eye&#45;&#102;&#111;&#114;&#x2d;&#x69;&#x6d;&#x61;&#x67;&#x65;&#x2e;&#x63;&#x6f;&#x6d;</em></p>
<p><em><br />
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		<title>Storytelling that builds brands</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/brand-strategy/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=brand-strategy</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/brand-strategy/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:55:54 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[story]]></category>
		<category><![CDATA[storytelling]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=530</guid>
		<description><![CDATA[How the right brand DNA makes it easier to build a powerful content strategy If our experience of creating content strategies and infrastructure for B2B companies has taught us one thing, it’s this: basing a marketing communications strategy on a clear, consistent brand story saves companies time and money. In practice, however, finding a story [...]]]></description>
			<content:encoded><![CDATA[<h4>How the right brand DNA makes it easier to build a powerful content strategy<span id="more-530"></span></h4>
<p>If our experience of <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">creating content strategies</a> and infrastructure for B2B companies has taught us one thing, it’s this: basing a marketing communications strategy on a clear, consistent brand story saves companies time and money. In practice, however, finding a story that resonates with your customers isn’t always as straight forward as it might sound.</p>
<p>After almost 30 years of holding on to its position as the global market leader in sonar equipment, RESON A/S was facing increasing competition selling to marine surveyors active in segments such as hydrography, defense and dredging. And now its hold was beginning to slip.</p>
<p>With a new marketing team in place, RESON committed to lifting its game. Urged on by far-sighted management consultants, who recognized a rare opportunity to align corporate business strategy with corporate brand, RESON embarked on a bold journey – one that would totally redefine its brand.</p>
<h4>Where’s the brand story?</h4>
<p>RESON was typical of most B2B companies, large or small. With a corporate brand defined only by visual identity guidelines, the company lacked a brand story that could create compelling, consistent messages. The marketing team was restricted to dry, product-oriented messages that could only address rational, technical buying criteria. There were no benefits or emotional bonds to the brand – proven in study after study to be the overwhelming factors in persuading people to buy. In short, their brand had a head, but no heart.</p>
<p>RESON’s main competitors were in the same boat, focusing on talking about how great they thought their own products were in stilted, unappealing language. So, here was an opportunity for RESON to express the genuine passion they felt for their work and so stand out from the competition. The right brand story would position them as the clear market leader.</p>
<h4>From surveyor to underwater explorer</h4>
<p>To begin with, the company was advised to stop portraying its customers as boring marine surveyors. Instead, their archetypical customer would be a “professional underwater explorer,” such as Jacques Cousteau; someone hardy, intelligent and resourceful.</p>
<p>Secondly, because an “explorer” goes on “expeditions,” RESON changed the way it talked about its customers. Throughout history, explorers have battled through driving rain, fierce winds and heaving seas, often sailing thousands of nautical miles to bring home the booty. A successful expedition demands meticulous preparation, as many of them discovered to their cost. In fact, “expedition-ready” became RESON’s new strap line, pulling all the components of their equipment and services into a single, compelling story.</p>
<h4>New emotional appeal</h4>
<p>RESON’s completely revamped visual and verbal identity defined a new, bold attitude for the company. Gone were the boring product shots. In their place were images of explorers overcoming hardship on challenging expeditions. Product descriptions were supported with stories showing the products in action – the cool, exciting stuff that happens on real expeditions. RESON’s heart was beating again.</p>
<p>The new brand story did more than reposition RESON as the global market leader; it paved the way for a powerful content strategy, providing clear direction for more ideas, images and stories. And because the new content was so good at engaging an audience, publishing the stories was also much easier.</p>
<p>Now, the next leg of RESON’s marketing communications voyage is being charted. The website will show more of the undersea explorers’ world, as more and more customers contribute their own stories, videos and photographs; the company’s reworked e-newsletter, now called “the Undersea Explorer,” will feature still more stories and videos from the people who use sonar on their expeditions; and, as this article goes to press, storytelling techniques are being used to create new, compelling video content.</p>
<p>You can check out the latest RESON experience at <a href="http://www.reson.com">www.reson.com</a></p>
<p>&nbsp;</p>
<p><em>Call us. Our strategists can help you develop a brand story or content strategy that appeals to the hearts and minds of your customers &#8211; and helps you make more sales.</em></p>
<p><em>Why not speak to <a title="Jonathan Winch +45 2623 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">Jonathan</a> right now on +45 2623 5123 about the challenges facing your brand</em></p>
<p><em>Or send an email to &#x6a;&#x6f;&#x6e;&#x61;&#x74;&#x68;&#x61;&#x6e;&#x40;&#x65;&#x79;&#x65;&#x2d;&#x66;&#x6f;&#x72;&#x2d;&#x69;&#x6d;&#x61;&#x67;&#x65;&#46;&#99;&#111;&#109;</em></p>
<p><em><br />
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		<title>Images for impact</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/images_for_impact/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=images_for_impact</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/images_for_impact/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:55:03 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Images for Impact]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[images]]></category>
		<category><![CDATA[newsletters]]></category>
		<category><![CDATA[photography]]></category>
		<category><![CDATA[photos]]></category>
		<category><![CDATA[publishing]]></category>
		<category><![CDATA[still images]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[visual storytelling]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=528</guid>
		<description><![CDATA[Images that captivate your readers in the first five seconds You know the saying, you can’t judge a book by its cover? It’s wrong, and here’s why: studies have shown we take about five seconds on average to decide whether or not to read an article. Five seconds. And the signs are we’ll soon be [...]]]></description>
			<content:encoded><![CDATA[<h4>Images that captivate your readers in the first five seconds<span id="more-528"></span></h4>
<p>You know the saying, you can’t judge a book by its cover? It’s wrong, and here’s why: studies have shown we take about five seconds on average to decide whether or not to read an article.</p>
<p>Five seconds. And the signs are we’ll soon be taking even less than that. There&#8217;s simply too much info, too many companies, too many products all competing for our attention.</p>
<p>Five seconds. That only leaves us time to take in one element: and, more often than not, that element is an image.</p>
<p>Bearing that in mind, how does your company newsletter stack up? Can your cover image hook your readers in those critical first seconds? Do your images tell a compelling story? Do your illustrations make complex info easier to digest? Or do they have your audience reaching for the back button in the time it takes to stifle a yawn?</p>
<h4>Good news: you’re entering territory that’s well and truly mapped out</h4>
<p>Magazine publishers have been using images to hook audiences and keep them reading for the last 100 years. Not only the cover, but every photograph in the publication is crafted and positioned to help tell the story, boosting the impact of key messages and making them easier to understand and remember.</p>
<p>An image evokes emotion, and resonates with your audience – or not – in an instant. Pick up a magazine from the newsstand, and the chances are you&#8217;ll get a feeling for the kind of content that’s inside in seconds &#8211; about five. And once you’ve decided you like what you see, it’s a tough one to reverse. First impressions not only count. They last.</p>
<p>In publishing, there really is such a thing as love at first sight.</p>
<h4>Now you can take a magazine approach to the images in your publication</h4>
<p>At <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">Eye for Image</a>, photography and info graphics lie at the heart of the publications we roll out for our clients. Our in-house photographers and designers are part of an editorial team that knows what it takes to build a credible, visually strong story that will hook your target audience and keep them reading.</p>
<p>But it’s not all about taking pictures. We have our own library of stock images. And, we have years of experience in building and managing photographic libraries of strategic images and video footage for our clients’ publications. With this kind of asset management at your service, your marketing budget will go further, and your digital assets will last longer.</p>
<p>&nbsp;</p>
<p><em>Call us. Our newsroom will help you produce a company magazine that engages your readers on any computer or mobile device, and help build credibility for your brand. </em></p>
<p><em>Why not speak with <a title="Michael Best +45 2028 0660" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">Michael</a> right now on +45 2028 0660</em></p>
<p><em>Or send an email to &#x6d;&#x69;&#99;hae&#x6c;&#x40;&#x65;&#121;e-&#x66;&#x6f;&#x72;&#45;im&#x61;&#x67;&#x65;&#46;co&#x6d;</em></p>
<p>&nbsp;</p>
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		<title>Forge face-to-face connections</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/16/headline-video-audio/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=headline-video-audio</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/16/headline-video-audio/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 05:53:47 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Video and audio]]></category>
		<category><![CDATA[audio]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[newsletters]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[video]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=526</guid>
		<description><![CDATA[Eight trends in video and podcasting that are bringing brands and customers closer Recent developments in online media have changed the way B2B and B2C businesses and customers interact &#8211; and their markets will never be the same again.  Today&#8217;s audiences expect more personal control and easier access to the media content they consume. And [...]]]></description>
			<content:encoded><![CDATA[<h3>Eight trends in video and podcasting that are bringing brands and customers closer<span id="more-526"></span></h3>
<p>Recent developments in online media have changed the way B2B and B2C businesses and customers interact &#8211; and their markets will never be the same again.  Today&#8217;s audiences expect more personal control and easier access to the media content they consume. And for brands, this means that engaging with audiences through websites, social media or mobile apps is now <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">top of the marketing agenda</a>.</p>
<h4>Creating content to engage your audience</h4>
<p>Video content is helping businesses engage with their customers like never before. Successful brands recognize that, on the web, content creation, publishing and distribution is up for grabs, and this has led them to take a pragmatic approach to video.</p>
<p>Leading brands are finding that, in terms of positive engagement, video outperforms the more traditional digital channels of email and brand/product websites, as well as helping them grow their social media and mobile internet channels.</p>
<p>Developments in video formats and technologies are leading to greater communication efficacy, deeper audience engagement, and increased web traffic. These increases are giving marketers new ways to tell stories that can either broaden their reach or help them target niche groups. Most importantly of all, they are discovering new ways of using video to convert attention into sales.</p>
<p>Here are eight key trends associated with engaging audiences with digital video content:</p>
<ul>
<li>By 2012 more than 90% of the internet audience will be watching online video regularly. (eMarketer)</li>
<li>By 2013 more than 90% of all web traffic will be video. (Cisco VNI Forecast)</li>
<li>Online video and SEO: Video is 53 times more likely than text to appear on the first page of search results. (Forrester)</li>
<li>Online Video and Social Media: Video content used in conjunction with social media can drive 4-7 times higher engagement and response rates. (Flimp)</li>
<li>Online Video and Mobile devices: European mobile users viewing video rising more than 50% year on year in 2010. (ComScore)</li>
<li>Companies that create content regularly get an average 55% more website visitors than those that do not. (Hubspot)</li>
<li>Site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (comScore)</li>
<li>Brands using video as a part of e-commerce programs have seen incremental buying lifts of 20%-40%. (ComScore/PWC)</li>
</ul>
<p>With a wealth of content out there, brands need to ensure they can compete by providing engaging video experiences that target the right audiences across multiple channels. In doing so it is possible to foster direct, ongoing and participatory relationships with customers and potential customers and create benefit and ROI in the process.</p>
<p>While there is no ‘right or wrong’ approach to successful web video, there are two vital, common-sense elements:</p>
<ol>
<li>The creation of compelling content that provides value to the viewer either in the form of entertainment or information (and ideally both) at one end of the process</li>
<li>The appropriate and successful promotion and distribution of that content at the other end</li>
</ol>
<p>Robust analytics and clear goal setting are also very important; knowing your audience, your specific KPIs for a piece of content, and having the information to optimize that content based on how people are consuming and interacting with it.  Video content is not an all or nothing opportunity however, and can be employed to answer specific business challenges provided it is part of a clear strategy with clear objectives. So as the thought leaders of the marketing world are honing their strategies you should ask yourself where video would fit in your plans?  You can see some examples of video and audio for branding at <a title="Northward Digital audio and video" href="http://www.northwarddigital.com" target="_blank">www.northwarddigital.com</a></p>
<p>&nbsp;</p>
<p><em>Call us. We can help you develop a rich media strategy that will strengthen your brand.</em></p>
<p><em>Why not speak with <a title="Michael Best +45 2028 0660" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">Michael</a> right now on +45 2028 0660</em></p>
<p><em>Or send an email to &#x6d;&#x69;&#99;hae&#x6c;&#x40;&#x65;&#121;e-&#x66;&#x6f;&#x72;&#45;im&#x61;&#x67;&#x65;&#46;co&#x6d;</em></p>
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		<title>Rich content magazines</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/15/rich-content-magazines/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=rich-content-magazines</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/15/rich-content-magazines/#comments</comments>
		<pubDate>Wed, 15 Jun 2011 05:31:27 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Newsletters & magazines]]></category>
		<category><![CDATA[Video and audio]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=560</guid>
		<description><![CDATA[Details that turn a story into an unforgettable experience Why go to great lengths to produce a cover that makes your audience gasp with delight? Simple. That&#8217;s the way you get them to open the magazine and start reading. In this video excerpt, Scott Dadich, Artistic Director at Wired Magazine, explains why the cover is [...]]]></description>
			<content:encoded><![CDATA[<h4>Details that turn a story into an unforgettable experience</h4>
<p><span id="more-560"></span>Why go to great lengths to produce a cover that makes your audience gasp with delight? Simple. That&#8217;s the way you get them to open the magazine and start reading. In this video excerpt, Scott Dadich, Artistic Director at Wired Magazine, explains why the cover is crucial and why his team go to such great lengths to get the <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">right look and feel for every edition</a>.</p>
<h4>Three good reasons to watch:</h4>
<ol>
<li>You&#8217;ll see why Wired Magazine has won so many awards and accolades in the last five years</li>
<li>You&#8217;ll get insights into building a huge readership in an age when other publications are finding it tough</li>
<li>The video includes Transformers, space rockets and an edible giant Wii!</li>
</ol>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p><em>Call us. We can help you develop a rich media strategy that will strengthen and build credibility for your brand.</em></p>
<p><em>Why not speak with Michael right now on +45 2028 0660 about your company&#8217;s content strategy</em></p>
<p><em>Or send an email to &#x6d;&#x69;&#x63;&#x68;&#x61;&#101;&#108;&#64;eye-&#x66;&#x6f;&#x72;&#x2d;&#x69;&#x6d;&#97;&#103;e.co&#x6d;</em></p>
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		<title>Eye for Image</title>
		<link>http://corporatepublishing.eye-for-image.com/2011/06/14/eye-for-image/?utm_source=rss&#038;utm_medium=rss&#038;utm_campaign=eye-for-image</link>
		<comments>http://corporatepublishing.eye-for-image.com/2011/06/14/eye-for-image/#comments</comments>
		<pubDate>Tue, 14 Jun 2011 05:03:00 +0000</pubDate>
		<dc:creator>networkadmin</dc:creator>
				<category><![CDATA[Brand as publisher]]></category>
		<category><![CDATA[Brand strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[Eye for Image]]></category>
		<category><![CDATA[magazines]]></category>
		<category><![CDATA[newsletters]]></category>
		<category><![CDATA[publishing]]></category>
		<category><![CDATA[story]]></category>
		<category><![CDATA[storytelling]]></category>

		<guid isPermaLink="false">http://corporatepublishing.eye-for-image.com/?p=555</guid>
		<description><![CDATA[Engage your audience with publications and digital assets that create credibility &#8211; and love &#8211; for your brand Magazine publishers, such as Rolling Stone and Wired Magazine, are masters at hooking new readers and keeping them coming back for more. And now, leading brands are adopting similar publishing strategies for their own marketing and communications. So, what [...]]]></description>
			<content:encoded><![CDATA[<h4>Engage your audience with publications and digital assets that create credibility &#8211; and love &#8211; for your brand<span id="more-555"></span><span style="font-weight: normal"><em> </em></span></h4>
<p>Magazine publishers, such as <em>Rolling Stone</em> and <em>Wired Magazine,</em> are masters at hooking new readers and keeping them coming back for more. And now, leading brands are adopting similar publishing strategies for their own marketing and communications.</p>
<p>So, what is it that&#8217;s making this approach so popular – and effective?</p>
<p>There are a whole <a title="Corporate publishing strategy" href="http://corporatepublishing.eye-for-image.com/2011/06/16/publishing-the-brand/" target="_blank">host of factors</a>, but the simple answer is this: in a world dominated by crass marketing messages that border on propaganda, a strong publishing strategy can earn you that rare quality – credibility.</p>
<h4>Drop corporate propaganda and embrace corporate publishing</h4>
<p>At <a title="Eye for Image is an internationally oriented communication agency that makes world class B2B marketing doable for mid-sized companies." href="http://www.eye-for-image.com" target="_blank">Eye for Image</a>, our team of designers and English language copywriters have a proven track record of creating great marketing collateral. And now, we can put the entire skills-set of an <a title="Corporate journalism and a newsroom team" href="http://corporatepublishing.eye-for-image.com/2011/06/16/corporate-journalism/" target="_blank">experienced newsroom</a>, including researchers, writers, editors, designers and publicists, at the disposal of your company magazine.</p>
<p>Our approach to publishing is strategic, and can be tailored to any company&#8217;s marketing budget. As we see it, there are five key elements to growing your audience &#8211; and brand credibility &#8211; using the publishing approach:</p>
<ol>
<li>12-month content strategy to make sure you consistently reach and grow your audience</li>
<li>Fast, efficient and scalable content production to suit any budget</li>
<li>Rich online magazine experience that engages readers with stories, images, video and audio</li>
<li>Targeted, trackable email distribution</li>
<li>Detailed analytics of your publication&#8217;s online traffic – essential for optimizing performance</li>
</ol>
<p>You can mix and match components from the newsroom to find the best fit for your communication needs. So, don&#8217;t risk pushing your audience away with corporate propaganda; embrace corporate publishing and send your brand some love.</p>
<p>&nbsp;</p>
<p><span style="font-weight: normal"><em>Why not call <a title="David Hoskin +45 2215 5123" href="http://corporatepublishing.eye-for-image.com/contact/" target="_blank">David</a> right now on +45 2215 5123</em></span></p>
<p><em>Or send him an email at d&#x61;vi&#x64;&#64;e&#x79;e&#45;&#x66;o&#114;&#x2d;i&#109;&#x61;g&#101;&#x2e;c&#111;&#x6d;</em></p>
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