1. Partnership, Strategy and
Messaging through
Print Magazines
Carrie Huckeby
A Content Marketing Company
StephenV. Smith

2. A Content Marketing Company
The Idea
CHAPTER ONE:

3. A Content Marketing Company
“What was the foundation
of this idea?”

4. “How did the Regional
Magazine grow out of this

5. West Kentucky and Tennessee
TelecommunicationsCooperative
&

6. A Content Marketing Company
Message Strategy
& Needs Defined
CHAPTER TWO:

7. A Content Marketing Company
“Why?”

8. A Content Marketing Company
It was working in other areas
1

9. A Content Marketing Company
Format allows for more
content, in-depth articles
2

10. A Content Marketing Company
Communicate changes in the
industry
3

11. A Content Marketing Company
Educate members about
fiber / broadband
4

12. A Content Marketing Company
Update members about
construction progress
5

13. A Content Marketing Company
Product positioning
6

14. A Content Marketing Company
We needed a more powerful
sales tool
7

15. A Content Marketing Company
Enhance company image /
share information
8

16. A Content Marketing Company
Partnering allows participants
to communicate at a higher
level while gaining much more
value for their money
9

17. A Content Marketing Company
Collaboration
& Partnership
CHAPTER THREE:

18. A Content Marketing Company
“What telcos are currently
involved? How did this
partnership form?”

20. A Content Marketing Company
“What are other ways telcos can
benefit from forming
partnerships?”

21. A Content Marketing Company
Bring services to market that
you couldn’t offer by yourself
1

22. A Content Marketing Company
Leverage one another’s resources,
connections and talents to improve
your respective operations
2

23. A Content Marketing Company
Attract top-level talent
3

24. A Content Marketing Company
Share startup costs and other
expenses
4

25. A Content Marketing Company
Scale your business faster and
more efficiently
5

26. A Content Marketing Company
Streamline your systems to
achieve continuity in procedures
6

27. A Content Marketing Company
Content Creation
& Production
CHAPTER FOUR:

28. A Content Marketing Company
“How is content produced?”

29. A Content Marketing Company
Identify a Local Editor
1

30. A Content Marketing Company
Develop / approve the
editorial calendar
2

31. PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basketball Schedule
PAGE 8 Full Throttle Distillery in Trimble, TN
PAGE 9 Tech Store shopping for Christmas
PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T
service) hosts one of the southernmost sled races in the US.
PAGE 13 Dog Sled
BACk COvER Promo: TBD
Dates
Planning/Collecting Begins
Initial Proof to Telco
Final Approval from Telco
Print Week
Aug. 1, 2013
Sept. 15, 2013
Sept. 30, 2013
Oct. 7 , 2013
LOCAL PAGES
Nov-Dec 2013
WK&T - Regional Magazine
Editorial
Calendar
{
{
{
A Content Marketing Company

32. PAGE NUMBER DESCRIPTION
fRONT COvER Cover photo: Dog Sled Team
PAGE 4 CEO Column
PAGE 5 Company News: Fiber Update, Basketball Schedule
PAGE 8 Full Throttle Distillery in Trimble, TN
PAGE 9 Tech Store shopping for Christmas
PAGE 12 Dog Sled: Every December, a dog sled team in Hickory (with WK&T
service) hosts one of the southernmost sled races in the US.
PAGE 13 Dog Sled
BACk COvER Promo: TBD
{
{
{

33. A Content Marketing Company
Collect information
3

34. A Content Marketing Company
Types of content:
- Community Focus
- Employee Focus
- Company Focus
- Sales Focus

35. A Content Marketing Company
Write and design pages
4

36. A Content Marketing Company
Proof... and proof again
5

37. A Content Marketing Company
Inform employees first
6

38. A Content Marketing Company
Engage the community
7

39. A Content Marketing Company
PROJECT NOTE:
WordSouth brings
professional, experienced
writers and editors to the
project — but the telco has
complete editorial control

40. A Content Marketing Company
PROJECT NOTE:
Telco staff is not overburdened,
because WordSouth manages
the content collection, printing
and distribution processes.

41. A Content Marketing Company
“What are the timelines?”

42. A Content Marketing Company
Sept/Oct 2013 Issue
July 1: Features/news
July 15: Promos/timely updates
Aug 1: Final approval from client
Aug 1: Printing process begins
Aug 25: Magazines enter mail stream

43. A Content Marketing Company
“How does partnering affect
pricing?”

44. A Content Marketing Company
By partnering, you can access
pricing and services that would
be impossible to get on your own
$

45. A Content Marketing Company
Lessons Learned
& Opportunities
CHAPTER FIVE:

46. A Content Marketing Company
“What have you learned?”

47. A Content Marketing Company
Once you develop content,
find ways to repurpose it
1

48. A Content Marketing Company
Cross-promote your content
across your various outlets
2

49. A Content Marketing Company
It’s important to create ways
for your audience to provide
feedback
3

50. A Content Marketing Company
Stories drive engagement.
4

51. A Content Marketing Company
Engagement:
- It drives sales.
- It creates informed members.
- It creates advocates.
- It builds fans.

52. A Content Marketing Company
Tell your story... it’s powerful.
5

58. A Content Marketing Company
“What does the future hold?”

59. A Content Marketing Company
Increase participation to:
A) Drive down cost per piece
B) Expand member education
1

60. A Content Marketing Company
Look for additional ways to
share content among
participants (adding video
versions of stories to share)
2

61. A Content Marketing Company
Expanding content to mobile
platform through a
custom app
3

62. HT A N K
OY U !
CarrieHuckeby@tmsvcs.com
SSmith@wordsouth.com