Taking content creation to the next level
Eat This! Magazine is in its tenth edition and that is not only an anniversary for the magazine, but also for GI. Ever since the very first issue, GI has been in charge of the entire content and (UX) design of the magazine. Content creation à la carte, as we like to call it, so Lamb Weston can inspire chefs, restaurant owners and other catering professionals with tips, unique recipes, and insights from industry professionals. And… because at GI we always aim for a 9+, we’ve been thinking about ways in which we could make our snackable content interactive and measurable. For the latest edition, we put that plan into action!
Interactive content in Maglr
While previous editions of Eat This! would be published as a digital PDF and on the website, the new magazine was created entirely in online tool Maglr. And that means: plenty of options to make items clickable, flippable or otherwise interactive. But, of course it shouldn't look like a fun fair. Instead, we preferred the vibe of an inspiring food festival. We therefore thought about interactive elements before writing the articles. What can we add, which effects will support the content and what data do we want to collect? Our goal: to make as many improvements as possible, which in turn will give us even more opportunities for improvement! This means continuous optimization of the magazine, with the icing on the cake being a more and more valuable database. Because the better you know your customers, the better you’re able to refine your future content and communication. And that makes it increasingly easier to strike exactly the right chord with your target group!
A result that leaves you hungry for more
So, once that’s all in place, what do you do? Monitoring it, of course! Because although good content is GI's top priority, it must also perform well! Fortunately, the magazine also appears to be popular in its new form. Click through rates are high, there’s a long reading time, and on average readers view more than half of the articles. A wonderful result, and (due to the insights from the data) a perfect starting point for the next edition, which is already in the making!
