The power of print at a glance
- A magazine isn’t another brochure. Great content marketing is about giving customers something that is valuable and relevant
- A degree of distance from the product can build trust in the brand, particularly in the long term
“If you want to make a magazine you need to do things differently,” says Steven Roller, managing editor at the European arm of US tractor company John Deere, and one of the many minds behind agricultural journal The Furrow. “Yes, we’re trying to sell a product. But what we really want to do is understand our customers and let them know we support them in their business.”
It’s the kind of PR shtick that peppers the industry press, but it’s been a governing principle since the first issue of The Furrow was published way back in 1895 – long before the term ‘content marketing’ was invented.