Online magazine as a supplement to the website

The way to the online magazine

Published on 1. Mai 2019 von Estefano Labudda

On a Web site, companies present their products and services, introduce their employees, and write about their philosophy and history - all content that is usually subject to minimal change and that businesses want to control themselves under all circumstances.

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For content enrichment and ongoing expansion of the website, a company can integrate a "knowledge area" as well as a "news area". There, in-depth information on products or company news can then be published. However, information as well as news always have a very close relationship to the company and must follow the communication concept of the company very strictly. And here comes the additional function of online magazines into play. Adding such a supplement to the corporate website suddenly makes it possible to communicate outside the prescribed guidelines. Probably the biggest advantage is the now possible topic extension. The company is no longer focused exactly on its product range and its services, but can also immerse itself in related topics. What would be extremely problematic on a company website is the salt in soup in online magazines:

  1. Contributions about related and related topics
  2. Guest contributions and guest comments
  3. Expert opinions and statistics
  4. Bidirectional communication through reader comments
  5. Controversial contributions
  6. Reports on industry activities
  7. Personal opinions and sensitivities

Where does the added value come from?

The thematic expansion offers starting points to present the company offer in a larger context. Useful information in the created contributions bring streams of visitors that can be subsequently directed to the company website, where then the actual advertising messages of the company are placed. This will then benefit the company websites. With an online magazine, visitor flows can thus be channeled onto the company website, whose traffic is tailored to the company's offer very precisely.

Difference between corporate blog and online magazine

The authorship of a corporate blog can be clearly assigned to the company from the outside. This will also be communicated accordingly. A claim to independence and "objectivity" is therefore not raised. The clearly advertising nature of the content is obvious and perceptible to everyone. In contrast, online magazines and online newspapers are published as company-independent theme publications. Within the framework of the given sheet line, the contents have to fulfill a "journalistic" information order. The company acts as a head sponsor and gets enough coverage in the coverage to achieve the desired promotional effects. Online magazines also allow paid display advertising from partner companies to be placed on the start page, for example. This increases the independence and in addition the real costs for the operation of the online magazine can be reduced.

Online magazine in the implementation

As a rule, a corporate online magazine is integrated into the company website either as a directory (www.firma.de/Magazin) or as a subdomain (magazin.firma.de). In the former case, the advantage is that the published content and also access are attributed directly to the website. There are thus advantages in the evaluation by search engines. In the latter case, from the point of view of search engine optimization, there are no advantages, since search engines equate subdomains with completely independent domains. Due to the massive advance of mobile devices, it is essential to make the design platform-independent and responsive. Thus, the presentation of the magazine is always optimally adapted to the size of the display - regardless of whether this is "small" smartphone or a "big" PC screen.


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