Google test publication Toolkit

Toolkit for

Digital Publishing Awesomeness

Toolkit.indd 1

6/20/18 3:48 PM

Toolkit.indd 2

6/20/18 3:48 PM

So you want to be a digital-publishing maven.

Spend a few moments exploring Issuu’s 25 million-plus publications and you’ll discover magazines on every topic imaginable, thought-provoking daily newspapers, full-color comic books, portfolios filled with incredibly creative work, catalogs and DIY guides. And that will just scratch the surface.

Of course, these publications don’t just appear out of thin air. Behind each cover is a story of determination and countless hours put in by passionate individuals. Getting content into a realized form is hard work, and although each of our publishers takes a different path to get there, they all have one thing in common: They were new to Issuu at one point, just like you.

Cover Publisher: x Publication: y Photographer: z

Toolkit.indd 3

6/20/18 3:48 PM

Ready, set, go!

To make your introduction into digital publishing on Issuu as seamless as possible, we’ve filled this toolkit with everything you need to find #Issuusuccess. We’ll show just how easy it is to upload, publish and distribute your publications. We’ll teach you how to use Issuu’s tools and features, as well as social media, to grow your audience and engage with readers. Finally, we’ll explain how to monetize your publications.

1. Creating publications 2. Preparing docs for upload 3. Uploading and publishing 4. Distributing far and wide 5. Growing and engaging with social 6. Using Reader Statistics 7. Generating revenue from publications

Toolkit.indd 4

6/20/18 3:48 PM

Toolkit.indd 5

6/20/18 3:48 PM

Toolkit.indd 6

6/20/18 3:48 PM

1. C REATING PUBLICATIONS TO SHARE WITH THE WORLD

So where do I start?

The hardest part of digital publishing by far is putting your publication together. If you still have a lot of work to do, that’s perfectly OK. Maybe all you have is a magazine idea, or some creative work you need to showcase professionally. Perhaps you’re interested in creating a catalog for your brand. Or maybe you just like the idea of trying something new. Whatever the case, we’re here to help you take the next step.

Toolkit.indd 7

6/20/18 3:48 PM

1.2 C REATING PUBLICATIONS

Get inspired.

Delve into the pages of the many gorgeous publications on Issuu for ideas. Use the Clip feature to archive the art direction, covers and articles you like. You can also pin things to your Pinterest boards as an archive. Creating Stacks of publications with similar content is another way to stay on top of things.

Publisher: Carl Hansen & Søn Publication: Carl Hansen & Søn Main Catalog 2015

Toolkit.indd 8

6/20/18 3:49 PM

Activate Clip on any document by opening the Clip icon. Then you can Clip a part of the page and share it on your favorite social channel.

Toolkit.indd 9

6/20/18 3:49 PM

Toolkit.indd 10

6/20/18 3:49 PM

1.3 C REATING PUBLICATIONS

Be genuinely yourself.

Figure out what you do better than any other publication, and keep doing it. Don’t get lost trying to copy another publication — just be yourself.

There’s a reason your audience is reading you, so be proud of that and keep up the good work.

Publisher: x Publication: Y Image: Z

Toolkit.indd 11

6/20/18 3:49 PM

Toolkit.indd 12

6/20/18 3:49 PM

1.4 C REATING PUBLICATIONS

Define your brand.

Be sure your readers recognize your publication by designating certain colors or a cool font as your own. Stick to a certain writing style or viewpoint, so your readers have no question it’s coming from you. Define these things and your brand will quickly take shape.

Publisher: x Publication: Y Image: Z

Toolkit.indd 13

6/20/18 3:49 PM

1.5 C REATING PUBLICATIONS

Be consistent.

Whether it’s your voice, your branding or simply timing, be the publication you say you are. If you are a vegan-cooking quarterly, be sure your hummus recipes come out four times a year. Consistency is key when building an audience, because readers want to be able to rely on you.

Publisher: x Publication: Y Image: Z

Toolkit.indd 14

6/20/18 3:49 PM

Toolkit.indd 15

6/20/18 3:49 PM

Now on to the bones of digital publishing.

Publisher: Soura Magazine Publication: Issue 40 Photographer: Nick Veasey

Toolkit.indd 16

6/20/18 3:49 PM

Toolkit.indd 17

6/20/18 3:49 PM

2. PREPARING YOUR DOCUMENT FOR UPLOAD

Little details do matter.

Publishing on Issuu begins with the upload process. Once uploaded, we automatically convert your publication to display beautifully for our desktop and mobile readers. Sometimes uploaded documents fail during the conversion process, which typically happens when the document was not properly prepared. Here are guidelines to ensure your uploads are a success. You got this.

File size

File naming

Layout

Regardless of what Issuu

Readers will be able to see

Use single-page spreads only.

plan you’re on, files must not

this document’s name in the

Our system automatically

exceed 500 pages. If you’re

URL and in other places on

converts all documents to

on a Basic plan, documents

Issuu, so instead of “final_

double-page spreads, so if you

cannot be larger than 100MB.

draft_magazinename_date_

upload your publication with

For Premium plans, the

version1234x.pdf,” make it

double-page spreads, each

maximum file size is 500MB.

something more descriptive.

spread will show up on Issuu as four pages. Not good.

Toolkit.indd 18

6/20/18 3:49 PM

When exporting to PDF, check for the following: Pages Our system will turn your publication back into spreads.

Tagged PDF This helps Issuu optimize your publication.

Hyperlinks Checking this box will allow us to auto-detect the page-to-page, web and video links in your document.

Exporting We prefer PDF files, but Word (.doc), PowerPoint (.ppt), OpenOffice (.ods,

Having trouble getting your document to upload

.odp), WordPerfect (.wpd), Rich Text

properly? This article will help solve the most

Format (.rft) and StarOffice (.sxi,

common uploading problems, as well as prevent

.sxw) are OK too. If using InDesign,

issues with your future uploads.

download our Export Preset to ensure your PDFs are Issuu-ready when exporting.

Toolkit.indd 19

6/20/18 3:49 PM

3.2 C REATING PUBLICATIONS

Issuu Templates We’re excited to introduce our brand new set of downloadable magazine and catalogue templates to help get you started. With spaces for photos, videos, text and ads, these templates are perfect for anyone looking to convert their content or start creating from the ground up.

Toolkit.indd 20

6/20/18 3:49 PM

Toolkit.indd 21

6/20/18 3:49 PM

Toolkit.indd 22

6/20/18 3:49 PM

3.3 C REATING PUBLICATIONS

Video Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat

Toolkit.indd 23

6/20/18 3:49 PM

3. U PLOADING YOUR DOCUMENT TO Issuu AND PUBLISHING IT TO THE WORLD

Welcome to the big time.

Uploading Getting your document from where you are to where we are.

OK, first the “complicated” way: Click “Upload” from the top navigation on Issuu.com. When the uploader window loads, drag and drop your document into the window, or click the “Select a File” button to search for it on your machine. Ready for the simple way? Drag and drop your document into any open Issuu browser window. Really, that’s it.

Publisher: SatellitePRO Publication: September 2015

Toolkit.indd 24

6/20/18 3:49 PM

Toolkit.indd 25

6/20/18 3:49 PM

3.2 C REATING PUBLICATIONS

Publishing Once the upload process completes, you’ll need to add a few details about your publication before it can be properly introduced to the world.

Toolkit.indd 26

6/20/18 3:49 PM

Publication name Use a name that’s short and sweet, but descriptive enough to distinguish it from your other publications.

Description Write a short, clear description of your document so readers can discover it.

Original publishing date In most cases, your publishing date will be the same as when you’re uploading. When uploading back issues or ones slated for a future release, enter the actual publication dates.

Preview option Designating your publication as a “Preview” means most of its contents won’t be displayed to readers.

This cannot be changed, so be sure it’s what you want.

Once everything has been entered, click the

“PUBLISH NOW” button. That’s it! You’re a digital publisher.

Visibility If you want your publication to be unlisted, choose “Private” and only those you share the URL with can view it. This can be changed if you decide to make it public.

Premium features Unlock Issuu’s Premium features to include detected links within your publication; allow readers to download it; or schedule your publication for a future publishing date.

Toolkit.indd 27

6/20/18 3:49 PM

3.3 C REATING PUBLICATIONS

Draft Mode Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat

Toolkit.indd 28

6/20/18 3:49 PM

Toolkit.indd 29

6/20/18 3:49 PM

Toolkit.indd 30

6/20/18 3:49 PM

3.3 C REATING PUBLICATIONS

Scheduling Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat

Toolkit.indd 31

6/20/18 3:49 PM

Toolkit.indd 32

6/20/18 3:49 PM

3.3 C REATING PUBLICATIONS

Back-Date & Reordering Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat

Toolkit.indd 33

6/20/18 3:49 PM

4. D ISTRIBUTING YOUR DOCUMENT TO THE LARGEST AUDIENCE POSSIBLE

Hello world!

Once published, your document is automatically viewable in the Issuu universe on desktops, tablets and smartphones around the globe. With that in mind, it’s important to ensure your work looks great across all platforms. Our Publisher Tools help grow your audience by letting you embed a publication on your site or blog, or by sharing its Issuu link socially.

You can even print physical copies to distribute the old-fashioned way!

Toolkit.indd 34

Mobile

Linking

Embedding

More and more, people are

The easiest way to distribute

Embed your publication on your

enjoying what’s on Issuu via

your publication is by sharing

site or blog. Visit the “Publisher

mobile devices. Our award-

it. Email the link out to a

Tools” section of Issuu.com,

winning apps make it easy

subscription list, post it to

find your publication in the list

no matter what device or OS

your blog or share it on your

and select “Embed” from the

readers are using. Be certain

social channels. Premium

list of pull-down menu options.

that what they’re seeing looks

users have the option to

Once you decide how it will

the way you have intended

share a standalone reader

look, simply copy and paste

by downloading our iOS and

link, which means readers

the embed code into any HTML

Android apps and cross-

won’t see any community

editor and your publication

checking your publication on

features (Follow, Info, Share,

will be displayed in a fully

multiple platforms, including

Add to and Like) or sidebar-

functioning Issuu reader on

desktop, tablet and mobile.

related publications.

your site or blog. Learn More.

6/20/18 3:49 PM

http://www.carlhansen.com/catalogue/

Printing We may be a digitalpublishing platform, but that doesn’t mean we don’t understand the power of print. Our print-on-demand services allow you to print anywhere from one to 1,000 copies for distribution wherever your potential readers may be. If you prefer, we’ll even send copies directly to your readers anywhere in the world.

Toolkit.indd 35

6/20/18 3:49 PM

5.1 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM

When in Rome ...

Now that you have a general idea about being social, let’s talk specifics. Here are tips and tricks to optimize your content for several of the top platforms. Note that it’s better to be consistent on one or two social channels than to spread yourself too thin across many.

For starters, sign up and secure your username with all the ones you may one day use. Then, let any you won’t use right away sit dormant until you have the bandwidth to expand.

Toolkit.indd 36

6/20/18 3:49 PM

Facebook

Pinterest

LinkedIn

With Facebook, there isn’t

Pinterest is a valuable social

LinkedIn is the most

a character limit, the content is usually a little higher quality and the audience is slightly older than on Twitter. Try culling your most popular Twitter post

platform because it’s evergreen.

That is, unlike other channels, Pinterest posts will circle back and gain new eyeballs for years to come. Post as much of

once a day and reformatting it

your content here as you can.

for Facebook. Use images and video here whenever possible,

so keep that in mind while

but stick to a square media format. You can also embed Issuu content in Facebook posts by simply inserting the link, which will produce an Issuu

Pinterest favors vertical posts, Clipping pictures and articles from you publication.to include a tab on your brand page, so readers can find and read all your publications

reader. Deploy our Facebook

and stacks.

App.

Instagram

Twitter This is where you can post most often. Tweets tend to get lost in the stream after a few hours, so feel free to post up to 10

ratio of your content versus that of others is 2:3. Keep in mind that posts with media tend to do best, so include a 2x5 photo or video as often as you can.

Toolkit.indd 37

by embedding Issuu publications right on your LinkedIn profile page. Post here only when you have really important news, like when releasing a new publication.

You can also upload your Issuuhoused portfolio to really make your profile stand out.

once per day. Unfortunately, you can’t easily link back to

organizes popular photos by

that pertains to you. A good

colleagues your hard work,

of your visuals no more than

have a larger and more varied audience on Twitter, so mix it

similar content or share a link

show potential employers or

platform to post the very best

your work, so keep updates

also pose questions, retweet

networks. It’s a great place to

Instagram is a high-quality

times per day. You’ll tend to

up: Share your publication, but

professional of the social

super compelling. Instagram hashtag, so be sure to include as many as possible. If you don’t have any photos you love, mine your followers and repost (with permission) anything they’ve posted featuring your publication. You’ll get a great photo, plus the eyeballs of all their followers.

6/20/18 3:49 PM

Toolkit.indd 38

6/20/18 3:49 PM

5.3 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM

GIFs for Social Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Toolkit.indd 39

6/20/18 3:49 PM

5.4 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM

Stories on Desktop A new feature, Issuu Stories are shareable sections from your publication to give your audience a focused look at what’s inside.

Highlight and name individual sections from your publication, including stories, spreads, products, or chapters.

Tease your content to audiences on Issuu and on social to take them beyond the cover.

Toolkit.indd 40

6/20/18 3:49 PM

Using Stories • Click Social Tools in your publisher dashboard • In the “Story Sharing” tab, select which issue you want from the dropdown • Select the pages you want to share and add a title and description for your section.

• Share your Story using our social tips

Toolkit.indd 41

6/20/18 3:49 PM

5.5 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM

Stories on Mobile Now, you and your readers can share individual Stories on any social network — the most targeted way to share. That means more of your content gets shared, more frequently, with every Story.

Stories are optimized for mobile, so readers get the best reading experience on any device — beautiful spreads for big screens, slick scrolls for mobile screens.

Toolkit.indd 42

6/20/18 3:49 PM

Toolkit.indd 43

6/20/18 3:49 PM

5.6 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM

Promoted Impressions Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat

Toolkit.indd 44

6/20/18 3:49 PM

Toolkit.indd 45

6/20/18 3:49 PM

6. U SING READER STATISTICS TO GAIN AN UNFAIR ADVANTAGE

Power in numbers.

Of all the tools we give publishers, Statistics is the most versatile. Up-to-theminute stats are available for all your publications, such as number of clicks on a cover, or percentage of readers on mobile versus desktop. This data can really help you better understand your audience, as well as increase potential rates you can charge advertisers.

Toolkit.indd 46

Learn

Adapt

Monetize

Find out exactly where your

What you do with the

With print, there are very few

audience is, what devices

information you gain from

numbers you can bring to

they are reading on and which

Statistics is incredibly important.

potential or current advertisers.

parts of your publication they’re

Have a large percentage of

Publishing on Issuu, however,

reading most. Is your audience

your readers on mobile? It

means having deep Statistics

coming from everywhere, or

would be wise to explore design

at your fingertips whenever you

mostly from a certain region?

changes geared toward viewing

need them. Use your numbers

What pages get a lot of shares?

your publication on Issuu’s

to attract new advertisers and

Are the majority of readers

mobile apps. Are the majority

justify charging higher ad rates.

on mobile, desktop or both?

of your fans located in Japan?

Or, let current advertisers know

Every tidbit you can glean

Schedule your next publication

how many people saw their ad,

about your audience takes

release for the middle of

how long they stayed on the

the guesswork out of what

their workday, instead of when

page or how many times a Clip

content they’ll love.

they’re asleep.

of their product was shared.

6/20/18 3:49 PM

Toolkit.indd 47

6/20/18 3:49 PM

7. H OW TO GENERATE REVENUE FROM YOUR Issuu PUBLICATIONS

Cha-ching!

As an Issuu publisher, you’re armed with tools to leverage your hard work and unlock additional revenue for your business. Monetizing publications can help deliver the resources to improve your final product, as well as speed up production times. This can mean buying new computers, hiring staff, paying for better photographers and illustrators, taking more time off work — anything, really, to keep your publishing empire growing.

Toolkit.indd 48

6/20/18 3:49 PM

Shopping links

enjoy statistics

Like all other Issuu links, In-

to their original publication

If your publications are strong

Publication Shopping Links

dates. These are numbers

enough, readers will pay to

allows viewers to click through

you just can’t get with a print

read them. This is done by

to another site. Whether

publication and physical

putting a preview of your

it’s your own marketplace,

distribution. Learn more

publication on Issuu with

an e-commerce site like

about Statistics.

just a few pages or chapters

Etsy, Amazon or eBay or

all the way back

your preferred affiliate

Paywall

program, these links are an

In another section, we

easy way to monetize your publications. Shopping links are differentiated from other links with a special shopping icon, which lets readers know something is available for purchase.

Advertising sales

discussed how to embed a publication on your site or blog. In case you missed it, go back and read this article to learn how embedding works. Like Preview-to-Pay, embedding behind a paywall is the second method for charging people to read your

Create a proposal for

publication. Simply create

advertisers using your Issuu

a paywall on your website

Statistics. Focus specifically

or blog and embed your

on your number of readers,

publication behind it. For this

their demographics and time

method, be sure to make

spent reading to convince

your publication unlisted on

clients you’ll deliver eyeballs.

Issuu by selecting “Unlisted” in

Draze Magazine is a perfect

the drop-down menu under

example of this. While Basic

“Publication Visibility” after

users have access to limited

you upload. That way, readers

stats, Premium publishers

will only be able to access it

Preview-to-Pay

viewable, followed by a link to where they can buy the whole thing as a downloadable PDF. Sweet Paul out of Brooklyn, N.Y., employs this form of monetization. You can also upload an entire publication with your choice content covered by translucent boxes that link out to where your readers can pay to see more.

Be sure to check the “Preview” box during uploading, so readers won’t be confused.

Publisher: Alexis Reid Publication: Wood Type : A Brief Overview

through your paywall.

Toolkit.indd 49

6/20/18 3:49 PM

7.1. H OW TO GENERATE REVENUE FROM YOUR Issuu PUBLICATIONS

Digital Sales As an Issuu publisher, you’re armed with tools to leverage your hard work and unlock additional revenue for your business. Monetizing publications can help deliver the resources to improve your final product, as well as speed up production times. This can mean buying new computers, hiring staff, paying for better photographers and illustrators, taking more time off work — anything, really, to keep your publishing empire growing.

Learn more about Digital Sales

Toolkit.indd 50

6/20/18 3:49 PM

Toolkit.indd 51

6/20/18 3:49 PM

And

We hope the digita If you still at suppor

Keep in to #Issuusu social pla

If you bel to nomin for a chan

Rememb

Toolkit.indd 52

6/20/18 3:49 PM

nd that’s a wrap.

hope this guide has brought you closer to becoming digital publisher you have always wanted to be. u still need a hand, reach out to our support team pport@Issuu.com.

p in touch during your journey with the hashtag uusuccess and follow @Issuu on your preferred al platform.

u believe you are an #Issuusuccess story, or would like ominate a publisher, email us at success@Issuu.com chance to be featured on our site and social channels.

ember, Issuu is here for you and because of you.

Toolkit.indd 53

6/20/18 3:49 PM

Connecting Content to People

Toolkit.indd 54

6/20/18 3:49 PM