In scholarly publishing, content marketing has revolutionized the role of academic journals. Astonishingly, 90% of marketers now incorporate content into their strategies, with the market expected to hit $600 billion by 20241. This shift offers a cost-effective means for journals to enhance visibility and draw in authors.
Content marketing is considerably cheaper than traditional methods, costing 62% less and producing about three times as many leads2. It stands out as a prime option for journals aiming to expand their reach without breaking the bank. By producing valuable, informative content, your journal can solidify its position as a leading voice in your field.
The digital environment is constantly evolving, with blog marketing and social media being pivotal. HubSpot reveals that 70% of marketers are actively investing in content marketing2. For academic journals, this means utilizing platforms like LinkedIn, which saw a 26.2% revenue increase in 2022, to connect with researchers and potential authors3.
By adopting content marketing, your scholarly journal can reduce customer acquisition costs and reap compounding returns over time3. Begin by crafting a blend of blog posts, videos, and interactive content to captivate your target audience and encourage submissions. In the academic realm, the quality of your content reigns supreme.
Why journals should market themselves
Academic journals are facing a rapidly evolving landscape. To remain relevant, they must adapt and market themselves effectively. Content marketing emerges as a crucial strategy in today’s digital age. It aids in building trust with both potential authors and readers4.
Missed opportunities in journal marketing
Many journals fail to leverage basic B2B marketing tactics. This oversight hampers their ability to attract high-quality submissions and boost visibility. By sharing valuable content, journals can expedite trust-building with potential clients4. Implementing SEO content creation can greatly boost their online presence and reach.
Standing out in a crowded field
Only a few journals are effectively marketing themselves. This presents an opportunity for those willing to invest in marketing efforts. Through content optimization, journals can communicate their unique perspective and differentiate themselves4. White papers, for instance, are highly effective, with 60% of B2B marketers utilizing them and 43% achieving outstanding results5.
Profit generation through marketing
Journals can generate profits through Article Processing Charges (APCs) and other revenue streams. Inbound marketing strategies are instrumental in capturing leads and building email lists. Offering white papers in exchange for contact information is a proven tactic5.
The importance of content marketing in academia
Content marketing is vital for all businesses, including those in academic publishing. By sharing content across various channels, journals can reach a broader audience4. Original research in white papers can solidify a journal’s position as an industry leader, driving business growth5.
Leverage informative and value-giving blog posts and articles
Academic journals face intense competition in attracting quality submissions. With over 2.5 million new scientific items added yearly, standing out is crucial6. By leveraging informative blog posts and articles, journals can establish thought leadership and draw in potential authors.
Publish high-quality blog posts
Regularly publishing relevant blog posts helps establish your journal as a thought leader. Focus on topics within your journal’s scope to attract researchers in your field. Use a content management system to streamline creation and distribution across platforms.
At MacroLingo, we’ve ranked #1 on Google (and earned snippets) for academic and business posts like this, this, and this.
Is your journal maintaining a blog in this style? Or is it a bunch of news releases and random high-level thoughts?
We’re happy to look it over and share thoughts with you. Contact us and ask – it’s really that easy.
Create comprehensive submission guides
Develop detailed guides on the submission process, including information on Article Processing Charges (APCs). This helps potential authors understand what to expect. Open-access articles are cited more often, making accessibility a key factor for dissemination6.
| Content type | Preferred length | Engagement level |
|---|---|---|
| White papers | 4-6 pages | High |
| Blog posts | 1,000–2,000 words | Medium |
| Microsites | Interactive | Very high |
Today’s buyers demand more relevant and concise content. Buyers prefer shorter white papers, with a recommended length of four to six pages7. Use content analytics to track performance and adjust your strategies for better content distribution and engagement.
Use engaging video content to showcase journal impact and explain the value of open access publishing
Video content has emerged as a crucial tool for academic journals to demonstrate their impact and the benefits of open access publishing. With online video dominating over 75% of global Internet traffic, it’s evident that visual content reigns supreme in our digital era8. By embracing this trend, journals can effectively communicate their value to both potential authors and readers.
Produce short video interviews with editorial board members and successful authors
Develop brief, captivating interviews with your editorial board and successful authors. These videos can spotlight the advantages of publishing in your journal and offer insights into the research journey. This strategy leverages the fact that 90% of consumers watch videos on mobile devices, making it convenient for researchers to access your content anytime, anywhere8.
Create explainer videos about APC structure and open access benefits
Produce clear, concise explainer videos that elucidate the Article Processing Charge (APC) structure and its role in supporting open access and broader dissemination. These videos can help potential authors grasp the value proposition of your journal. It’s worth noting that prospects are 83.6% more likely to favor a company that offers educational content9.
To maximize the impact of your video content, consider these strategies:
| Strategy | Benefit |
|---|---|
| Optimize for social media marketing | Reach wider audiences, increase engagement |
| Maintain a consistent brand voice | Build trust, reinforce journal identity |
| Share on multiple platforms | Increase visibility, cater to diverse preferences |
| Include subtitles | Improve accessibility, enable silent viewing |
By implementing these video content strategies, your journal can effectively showcase its impact and value. This approach can lead to increased submissions and readership, as marketers who use video grow revenue about 49% faster than non-video users8.
Interactive social media strategies to build community and encourage submissions from a broader audience
Social media platforms are powerful tools for academic journals to engage researchers and increase submissions. By effectively using these channels, you can foster a dynamic community around your journal. This approach also attracts a broader audience of potential authors.
Share snippets and spark discussions
Platforms like X (Twitter) and Facebook, and even TikTok and Instagram, can be good for sharing interesting excerpts from published articles. This can generate interest and drive traffic to your full content. Engage researchers by asking thought-provoking questions on current topics in your field. Remember, researchers are people too – they enjoy engaging content that sparks intellectual curiosity.
That said, these platforms are basically repositories for everything on Earth. You can easily blow hundreds or thousands on a PPC campaign, with nothing to show for it. And you can post and post, only to have the algorithm dish up your content to a small handful of feeds.
That’s why we highly recommend LinkedIn.
LinkedIn: Your professional hub
Create a dedicated LinkedIn page for your journal and post regularly. LinkedIn is perfect for professional networking, making it ideal for academic outreach. Share in-depth analyses, behind-the-scenes looks at the editorial process, and highlight author achievements. Your goal is to provide valuable content that positions your journal as a thought leader in your discipline10.
Leverage academic-specific platforms
Don’t overlook platforms like ResearchGate and Academia.edu, tailored for academia. You can’t get a more targeted community than these. But, given their nature as repositories for research and for dialogue among researchers, you have integrate yourself and not just hop on and start promoting your journal.
These platforms allow you to connect directly with researchers in your journal’s field. Share article abstracts, engage in scholarly discussions, and showcase your journal’s impact factor. They help you reach a highly targeted audience of potential authors.
| Social media goal | Key metrics |
|---|---|
| Increase brand awareness | Follower growth, reach, impressions |
| Drive website traffic | Click-through rates from social posts |
| Boost engagement | Comments, shares, conversation rates |
By setting clear goals and tracking relevant metrics, you can refine your social media strategy. This maximizes its impact on your journal’s visibility and submission rates11.
Develop “lead magnets” just like a SaaS company or brand would
Academic journals can boost their inbound marketing by creating lead magnets that address real challenges for researchers and authors. These resources showcase their expertise and draw in potential contributors.
Helping readers solve their issues
Lead magnets in academic publishing must offer immediate value and tackle specific problems. Guides on research methods, templates for manuscript formatting, and submission checklists can ease authors’ burdens12.
Demonstrating thought leadership
Journals can demonstrate their expertise by creating in-depth eBooks or whitepapers on new trends. Webinars with editorial board members or successful authors offer insights into the publication and research processes12.
| Lead magnet type | Purpose | Example |
|---|---|---|
| Comprehensive guide | Build authority | eBook on research methodologies |
| Free fool | Provide practical value | Citation generator |
| Case study | Highlight impact | Success stories of published authors |
| Interactive quiz | Engage potential authors | Research topic suitability assessment |
Effective content distribution is central to maximizing lead magnet reach. Journals should promote their resources on social media, via email, and on their website13. By offering valuable content that meets researchers’ needs, journals can attract more qualified leads and encourage submissions.
Do email marketing campaigns to nurture relationships with potential authors and encourage submissions
Email marketing campaigns are a powerful tool for academic journals to build relationships with potential authors and boost submissions. With nearly 4.5 billion daily email users worldwide, this strategy offers a substantial advantage in reaching your target audience14. By leveraging content analytics and inbound marketing techniques, you can create targeted campaigns that educate researchers about your journal’s impact factor and indexing.
Design targeted email series
Craft an email series that showcases your journal’s benefits and encourages submissions. Personalization is pivotal: 74% of customers become frustrated with non-personalized emails, while 63% never respond to them14. Use content analytics to tailor your messages, highlighting recent developments or special issues that align with researchers’ interests.
Use personalized email campaigns
Reach out to previous authors with personalized campaigns to encourage new submissions. Welcome emails have been shown to have four times more opens and five times more clicks compared to standard marketing emails15. Implement A/B testing to optimize your open rates, click-through rates, and conversion rates.
Remember, effective lead nurturing can shorten the sales cycle by 23% and generate 50% more sales-ready leads at a 33% lower cost14. By applying these inbound marketing strategies, you can broaden your journal’s visibility and submission rates. With email marketing yielding an impressive 3,600% ROI, generating $36 for every $1 spent, it’s a strategy you can’t afford to ignore15.
Develop your content marketing with MacroLingo
I’ve heard from so many journals that their content marketing “failed” and when I dig into it, I find two things: (1) they have little understanding of what content marketing is, and/or (2) they used a generalist agency, freelancer “marketer,” or took a DIY approach.
MacroLingo, led by a scholar and partnered with the expertise of SciTrain and Dr. Gareth Dyke, knows marketing and knows academia like no other agency.
We’re here to advance good science.
We can craft compelling blog posts, articles, and social media content that strikes a balance between academic and highly readable/consumable. This is essential, given that 91% of content marketers struggle with writing, and nearly 80% of readers only scan web pages17. By tapping into MacroLingo’s capabilities, you can create content that grabs attention and fosters engagement.
But… can we prove our strategies work? For a limited time, we’re offering them at a steeply discounted rate, or even free, if you can prove your budgetary challenges and your journal/publisher is in exciting and progressive areas. Get in touch and see how we can help you treat your journal like a business with a powerful content marketing strategy.
