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The stories of rural communities are powerful, engaging, often heartwarming and frequently enlightening. And those are the tales Pioneer’s broadband-focused magazines strive to tell. There’s an added mission, too — highlighting the benefits of broadband and providing consumers with the information they need to make the most of these services.
A focus on content marketing allows writers and editors to meld storytelling with an underlying marketing while engaging readers. Here are three examples from your peers.
Feature a Fiber Footprint
In South Carolina, a fiber optic network serves Table Rock State Park. The story showcases the efforts of Upcountry Fiber to support what is considered one of the most significant changes at the park since the work of the Civilian Conservation Corps in the 1930s.
The story guided by Assistant Editor Matt Ledger was not only a way to detail how new technology serves parkgoers but also a chance to highlight the park — and to showcase some great photos. This magazine also shows the partnership between WCFIBER, with roots on the telco side of the co-op world, and Blue Ridge Electric. Together, they form Upcountry Fiber.
Show Broadband Strengthens Smiles
For Ben Lomand Connect in Tennessee, the May/June issue features a story by Assistant Editor Lisa Savage about how high-performance broadband and a whimsical mission to ease the tensions of kids visiting the dentist keeps Rockin’ Smiles hopping.
Dr. Morrie Graves, a music lover, wanted to imbue the practice with a theme that could relieve anxiety. The musical instruments hanging on the walls can even be removed and played. The story describes the journey of Graves and his wife, Michelle, from Utah to Sparta, Tennessee. And it shows how broadband underpins the technology that powers many of the practice’s operations. The results are readable, informative and spotlight a unique local business.
Tell the Story of Technology
The broadband magazine is also an opportunity for our clients to educate their members about the latest innovations that can improve their lives at home and at work. Eastex Telephone Cooperative in Texas asked Assistant Editor Jen Calhoun to shine light on the complex topic of cloud computing.
This was a chance to use explanatory journalism to break down the technical details in layperson terms. Then, a bright, colorful design created a presentation to draw the reader into an engaging story that explained the what, when and where of cloud computing.
These are just a few ways utilities used content marketing to showcase both their community and their services last year. Hope they spark ideas for your content marketing plan!