Navigating the world of content distribution today is radically different than it was not too many years ago. And the increasing number of devices, channels and platforms of connectivity being used are presenting company decision-makers with a handful of challenges, especially for the businesses that were born in the traditional form of publication.
Many have argued that the extinction of these print publications is quickly approaching. This belief is understandable. People use
However, the widespread notion that print is dead doesn't necessarily mean that the publication is. It simply changes the platform used to distribute the content on. The rising prominence of the Internet of Things does not mean that traditional publishers will inevitably lose readers and customers. In fact, with the right strategy, it could actually mean the opposite.
Taking a digital-first approach to content development
Successfully transitioning from print to digital content is possible and is something many leading publications have already started to do. In this month's issue of Women's Wear Daily, Alexandra shift to a digital platform.
"Publications that originated from paper can excel at digital."
He explained to Steigrad that the computerized channels of communication, as well as social media networks and mobile applications, can be used to a publisher's advantage because it offers them the opportunity to join in on the conversations of its readers and potential customers in a way that wasn't so immediately available, accessible or, really, even possible before.
The transition from paper to screen has been so effective that digital accounts for the majority, or 60 percent, of Wired's advertising revenue.
Publishing quality content amidst heightened competition
It is understood that to rank well in the search engines and increase the chances that its message reaches its target audience, companies need to focus on quality content. At the same time, having instant access to information has accelerated the immediacy of the market and put pressure on many businesses to distribute materials as soon as possible. News outlets want to be the first to break a story. Magazines want to cover topics that haven't been thoroughly explored before. Marketers want to advertise the latest innovation and newest product. Some might argue that the quality of content becomes increasingly threatened as the urgency to publish it grows.
This increased competition, paired with the accumulating devices being used, can be a bit intimidating because these trends don't just underline the importance of developing an effective content strategy. They also present publishers with formatting and structural challenges. Content management platforms must be built with a strong foundational architecture that ensures seamless, multi-platform translation. But publishers that originated from print shouldn't be discouraged by a crowded digital environment.
Adopting the appropriate system
One of the key publications can't use the same content approach as they did for print.
Users today want multimedia integrated in the content they engage with on mobile devices. According to the source, respondents value clickable links and scrollable texts and that a whopping 75 percent "prefer digital publications with 20 articles or less."
Whether they are looking to build a new business from the ground up, or want to update their traditional content strategy to one that will excel in the digitalized environment, it is imperative that publishers take advantage of the tools and resources available to them that can offer an advantage. To succeed in today's rapidly evolving landscape, there is a certain mix of editorial and IT expertise needed to develop and manage a custom platform for content conversion and delivery. This is why companies that lack the in-house capabilities should consult with a third-party firm that can provide them with the technological support and guidance needed.