The Story of Issuu
What is messaging?
A messaging platform serves as an internal framework
for external communications related to Issuu. This doc covers the key ideas, concepts, and tone-ofvoice that speak to the heart of Issuu. Messaging helps us keep our marketing consistent with one another, as well as aligned with product, customer success, and the rest of the company with the same narrative.
No, and yes. Messaging conveys the key concepts, core phrases,
Is messaging the same as copy?
and talking points that we use when communicating about Issuu.
In many cases, the messaging in this doc will work great as copy!
But before you cut-and-paste, consider your audience and the distribution channel. Website and copy is usually action-oriented and engaging, whereas a press release may be more formal. Ad copy may be short and sweet, and a blog post may be more in-
(consistency wins!)
depth.
And if you are speaking to a narrower audience - say, Realtors put the narrative in context.
About Issuu
Table of
Contents
The Challenge The Content Marketer’s Tech Ecosystem Our Customers
Our solution/JTBD Product Features and Benefits 2021 Themes
Vision
Issuu empowers anyone, from independent creators to global brands, to reach their customers through meaningful
content.
Mission
Create Once, Share Everywhere Issuu is the self-service content creation and distribution platform that enables businesses to easily market themselves and grow.
Elevator pitch Issuu helps creative and entrepreneurial people grow their businesses with the easiest, fastest, and most powerful way to publish and distribute content online. Millions of content creators, designers, and marketers rely on the magic of Issuu to transform static files into high-performance online content. Upload designs and create assets in minutes for all of your channels: embeddable digital flipbooks for websites and blogs, mobile articles and motion-graphic social media stories, email graphics and more. Issuu eliminates the hassle of converting files to different sizes and formats - all while maintaining your original design aesthetic. Issuu integrates with all of your favorite marketing and publishing platforms, creating a seamless bridge between design tools, digital asset management archives, and marketing automation and delivery solutions. We are the bridge that makes it easy to go from creation to consumption in minutes. Over 20,000 PDFs are uploaded to Issuu every day. We’re the leading solution for content marketers, magazine and catalog publishers, educators, and small businesses.
Example Applying the elevator pitch to
our work: The Real Estate Agent
Issuu is the easiest way to publish and distribute your property flyers, market reports and other marketing collateral online. Reach buyers and sellers wherever they are - any time, on any device. Upload designs and create marketing assets in minutes. Create digital flipbooks to embed in your website, and then develop derivative assets like mobile articles and dynamic stories for social channels, graphics for email campaigns and more. Issuu eliminates the hassle of converting files to different sizes and formats - all while maintaining your original design aesthetic. Over 20,000 PDFs are uploaded to Issuu every day. Tens of thousands of realtors use Issuu to accelerate their content marketing, wow clients, and sell more properties.
Company description Issuu helps people transform static designs into dynamic content for every digital 100 characters
marketing channel.
Company description - 100 words Issuu is a popular SaaS content publishing and marketing platform that helps creative people grow their businesses and inspire their audience by transforming static designs into high-performance content for every digital marketing channel. It’s ideal for marketing collateral (brochures, eBooks, white papers, annual reports etc.), magazines, catalogs, and more.
At the heart of Issuu is the Story Cloud, a suite of advanced features designed to adapt your core content into derivative assets such as embeddable flipbooks, full-screen readers, individual articles, social stories, and emails - and distribute them everywhere. We enable a seamless workflow between design tools, digital asset management archives, marketing automation and delivery solutions, and your content’s ultimate destination. When you need to publish content online, think Issuu. Create once, share everywhere.
Value proposition
From marketing collateral to eBooks, publications to menus, annual reports and white papers, Issuu helps people instantly transform static files into into highperformance content for every digital marketing and distribution channel.
The content challenge
So many destinations, so many pixel sizes, shapes, and formats, and so little time.
Our ecosystem Our customers use Issuu as part of their daily workflow, integrating us into their content publishing and marketing tech stack. We are the bridge that makes it easy to go from creation to consumption in minutes.
Who uses Issuu?
People who care deeply about their content, and the story it tells. They’ve invested a lot of time, effort, and creativity into their work, and come to Issuu because we make it look great, save a tremendous amount of time and effort, and multiply the value of content across all of digital marketing channels.
Content marketers Downloading is in the past. Create your designs in your favorite tools like Adobe or Canva, upload your eBooks, brochures, whitepapers, and other demand-gen content to Issuu, and embed it behind a lead form on your landing pages. Link back to strategic web pages and leverage the power of Issuu’s SEO. Generate a continuous stream of social and email assets on the fly, all optimized for your most effective channels. Track conversions with Google’s UTM urls and measure your success with Issuu Statistics.
Brochures
eBooks
Newsletters
Trade show collateral
White papers
Annual reports
Online retailers and makers Transform your catalog into a beautiful digital lookbook and powerful online sales tool. Add shopping links to
connect a catalog directly to your online store or Shopify site, and track conversions. It’s ideal for introducing new product lines while telling the brand story of your company.
Product catalogs
Designer lookbooks
Sales contracts
Spec sheets
Annual reports
Brochures
Publishers Embed a digital version of beautifully-designed print magazines or newspapers into your online media
properties. Discover new audiences via Issuu’s popular content catalog, and sell your publication (subscription or single-copy) with our commission-free Digital Sales feature.
Magazines
Newspapers
Newsletters
Special editions
Voter guides
Ad inserts
Hometown businesses, local government, non-profits From real estate brokers to restaurateurs, architects to non-profits, Issuu is the solution of choice for small
business heros looking to quickly and professionally publish digital content. Easily embed your content in Wordpress, Squarespace, and Wix websites and blogs with no technical help needed. Quickly generate social media stories and email assets so you can get back to what you do best.
Market reports
Property flyers
Menus
Marketing collateral
Architecture lookbooks
Maker catalogs
Educators Covid may have made remote learning the norm, but savvy educators have been using Issuu for years. It’s
perfect for sharing digital lessons, textbooks, class schedules and reading materials, all while tracking student engagement. Or let students take the lead by building fun and creative yearbooks, school newspapers and digital portfolios! Educational flipbooks are easily embedded into popular learning management systems (LMSs) like Blackboard/ Canvas.
Digital lessons
Textbooks
Portfolios
Course catalogs
New student orientation
Yearbooks
Jobs to be Done
Where content meets the web
You’ve got content, Issuu is the place to launch it to the world. When how you look matters, when time is ticking and your audience awaits on all their devices, Issuu is here to help.
Automate your content marketing
The fastest way to digital. Publish your marketing collateral, magazine, brochure, catalog, or newsletter to the web in a few easy steps. Upload your design, grab a link and go. Or embed in your website, blog, or LMS - no IT support needed.
Bring flat designs to life
Go from static to dramatic. Add links to your website, eStore, blog, or advertisers and better connect with your readers. Wow readers with embedded videos. Add videos directly in your content to increase engagement and add interactivity.
Create once, share everywhere
Issuu deconstructs your PDF into reusable bits. Select your favorite images and text, then repurpose them into shareable mobile articles, email banners, and even motion-graphic social stories and GIFs. All automatically optimized for Facebook, Instagram, Twitter, and Pinterest.
Product features and
benefits
Feature hierarchy Primary Features
Advanced features
Main features
Nested features
Main feature
Nested features
Creating flipbooks
SEO, digital sales, promotions, settings
Audience discovery
SEO, digital sales, promotions
Embedding in websites
Branding, scalability, customizability
Collaborating with teams
Branding, scalability, customizability
Transforming PDFs with videos and links
Videos, links
Integrating with your tech stack
Videos, links
Full screen sharing
Branding, customizability
repurposing into marketing assets
Articles, Social stories and GIFs
Measuring success with statistics
Measurement types
Create an awesome flipbook
When it comes to digital flipbooks, Issuu is the unchallenged leader. There’s just something special about the tactile feeling and the elegant page-flips. Our software engineers have built a remarkable system to reconstruct your PDFs into a web- and mobile-ready formats while retaining your beautiful designs. It’s simply the easiest way to publish content online and instantly immerse your readers.
Nested under flipbooks
Search engine optimization
Digital sales
Promote your content
Maximize reach and increase your website’s visibility with Issuu. Issuu optimizes content for search engines and mobile, including for Google AMP — no coding required. Make sure you also add links from your content to your top strategic web pages - our reputation for hosting high-quality content combined with our Issuu’s top 1000 Alexa ranking offer content creators a huge boost.
Sell digital access to your content to anyone in the world with NO commission! Monetize publications as a subscription or a single issue. Issuu provides a secure eCommerce solution that works beautifully on any device. We accept major credit and debit cards in a variety of currencies, including USD, EUR, AUD, CAD or GBP.
Boost your publication’s distribution and unlock a massive audience in the Issuu catalog. Promotions allow you to publish your content next to similar content in the Issuu catalog as a “Read More” option.
Embed in a website or blog
Forget building and updating endless web pages. Take your brochure, magazine, catalog, or any other piece of content and add it to your website or blog in minutes - no coding skills needed. It’s also super easy to swap out versions to keep your content updated on the fly.
Plus, with Issuu your content will always stay on brand. Customize our flipbook reader with your logo and background colors for a seamless look-and-feel with your website.
Nested under embedding in a website or blog
Branding
Scalability and Customizability
Customize the Issuu flipbook reader with your logo and brand colors to fully-integrate your flipbook into your website, blog, or LMS. Even upload your own image as a background. Issuu also automatically renders web-ready fonts, eliminating the need to flatten PDF pages to retain your look-and-feel.
Issuu offers expert features to customize your embedded flipbook, ensuring a perfect fit into any website design and a great reader experience. Embed your content as a single- or multi-page format, and enable (or disable) autopage flips. Upgrade to hide branding or disable sharing options.
Add videos and links and watch engagement skyrocket
Go from static to dramatic with embedded videos and live links.
Embedded videos are impressive to readers. They also add context and can also be used for narration. Live links make it easy for readers to navigate within your content - or to your website, eStore, blog, or even advertisers. Plus, since your content is hosted on Issuu (home to millions of high-quality publications), the SEO benefits are significant.
Nested under videos and links
Embed videos Embed YouTube and Vimeo videos directly into your design. Set to auto-play to instantly engage readers and create a narration-driven experience, or create a pop-out video window. Use video to add editorial or instructional context to your content, or place and sell video ads. Embedded video is a fan-favorite and readers will love it.
Auto-detected and manual links Links are a great way to connect your Issuu content to your website, blog, eStore, or advertisers. Link to different pages in your flipbook, past issues, landing pages, or blog posts. Links also have tremendous SEO benefits. If your PDF already contains links, Issuu will automatically detect and activate them in your flipbook. Or, add new links after your content has been uploaded. For product guides and catalogs, Issuu’s shopping links add a small shopping cart icon, signaling that the link is shoppable.
Go big with full-screen sharing
Full-screen sharing is Issuu’s ultimate distractionfree experience. Immerse readers in your content and showcase the power of your designs. Full-screen sharing is great for instantly turning your content into a web or landing page. It is also highly effective with social and email campaigns just link to your full-screen content, engage readers, and track conversions.
Nested under fullscreen sharing
Branding Customize the Issuu fullscreen flipbook reader with your logo and brand colors to immerse readers in your brand. Even upload your own image as a background. Issuu also automatically renders web-ready fonts, eliminating the need to flatten PDF pages to retain your look-and-feel.
Customizability Take advantage of advanced features to customize your fullscreen flipbook to keep your readers attention longer. Choose to open the fullscreen flipbook on any specific page. Showcase content in a single- or multi-page format. Hide branding or disable sharing options for the ultimate control.
Create derivative marketing assets
Issuu deconstructs your PDF into reusable bits. Select your favorite images and text, then repurpose them into shareable mobile articles (Google AMP enabled!), email banners, and even motion-graphic social stories. All automatically optimized for Facebook, Instagram, Twitter, and Pinterest. Leverage text and images from your flipbook and create separate articles.
Nested under create derivative marketing assets
Mobile-optimized articles Automatically generate individual articles linked to your flipbook to deliver the best mobile experience for your readers. Or combine text and images to create custom stories to share via social and email. Issuu Articles are a flexible distribution format optimized for Google’s lightning-fast, SEO-boosting AMP Story format that multiplies the value of your content in so many ways.
Motion-activated social stories and GIFs Engage your audience like never before and drive traffic to your flipbook, website, or landing pages with Issuu’s interactive Social Stories. In a few quick steps, our social story creator makes it easy to create custom zooming Facebook, Instagram and Snapchat Stories, and GIFs for traditional social posts and emails. Stop scrollers in their tracks with these visually engaging additions to your social sharing portfolio.
Measure results with statistics
Issuu Statistics delivers insights to help you understand who is consuming and interacting with your content, and how it is performing. Make data-driven decisions to drive reader engagement, subscriptions, and marketing campaigns. And PR gets a full picture of their reach and impact.
Integrates into your daily workflow
Issuu has a variety of marketing and design tech stack integrations to streamline your workflow and make team collaboration a breeze. We integrate with asset management systems like Dropbox and Google Drive, and also have an Adobe InDesign extension for creating social stories. The Issuu API (TBD)...
Nested under integrations
Asset management
Adobe InDesign extension
Issuu API, hold for MailChimp
Integrate Dropbox and Google Drive easily.
The Issuu InDesign plugin is perfect for designers who want to easily create marketing assets for their team. Provide your team with both your finished content and your social sharing assets, ready to go all at once.
TBD
Issuu’s integrations for Dropbox and Google Drive allow for any team member to participate in the publishing process. Once your content is ready to go, all you have to do is upload from its storage space.
Work better as a team with Collaborate and Groups
Issuu Collaborate brings sanity to the content development process. Let us help you manage the workflow of editorial, design and production, so you can focus on the big picture. From flatplanning, assigning articles and placing ads, managing the review process and publishing a final PDF — your whole workflow is managed seamlessly in one place. Groups is our team solution, designed for departments with multiple people working on the same content. Groups streamlines your processes and makes collaborating a breeze.
Nested under Collaborate and Groups
Issuu Collaborate Issuu Collaborate a process tool to manage your content production. Create a master layout with placeholders for test, images and even ads (known in some industries as a “flatplan”), either in Issuu or via our Adobe InDesign® extension. Invite team members and assign responsibility for specific pages or content blocks. It’s an all-in-one solution for content production in a team environment.
Groups Manage your content as a team. Add multiple members to your Issuu account to create visibility for teams and streamline your approval process. Designed for creatives, marketers, social media and content managers on your team, Groups gives visibility to teams with multiple members.
Unlock a massive audience with the Issuu Catalog
Millions of readers find and share magazines, catalogs and other kinds of inspiring content on Issuu. Find new readers by publishing and promoting your content today. Create a profile and make it easy for your readers to discover back-issues and additional content.
Nested under the Issuu Catalog
Promote your publication
Search Engine Optimization
Digital Sales
Boost your publication’s distribution and unlock a massive audience in the Issuu catalog. Promotions allow you to publish your content next to similar content in the Issuu catalog as a “Read More” option.
Maximize reach and increase your website’s visibility with Issuu. Issuu optimizes content for search engines and mobile, including for Google AMP — no coding required. Make sure you also add links from your content to your top strategic web pages - our reputation for hosting high-quality content combined with our Issuu’s top 1000 Alexa ranking offer content creators a huge boost.
Sell digital access to your content to anyone in the world with NO commission! Monetize publications as a subscription or a single issue. Issuu provides a secure eCommerce solution that works beautifully on any device. We accept major credit and debit cards in a variety of currencies, including USD, EUR, AUD, CAD or GBP.
2021 Content Marketing Themes
Marketing/blog themes to test
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Create Once, Share Everywhere
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Tips for the Modern Storyteller: Using technology to multiply your content
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repurposing content to targeted audiences
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Evergreen content: long form lives forever
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A designer’s best friend: How Issuu empowers designers to create once, so marketers can share everywhere
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The value of Anchor Content (a variation of create once, share everywhere)
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The Many-Hat Marketer (angle: saving an enormous amount of time)
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No more quick-and-dirty: the return of strategically designed evergreen content
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Create a monthly magazine from your blog
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Marketing remotely: when events go digital
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The side hustle: creating and selling content on Issuu
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Create social assets in advance and automate your content calendar
Thank you!