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Successful digital content publishing requires specific IT skills

Digital publishers need to make sure they manage content on platform with exceptional IT solutions and support.

The Internet of Things has not just altered the way authors and marketers publish content today; it has also transformed the way communication materials are created and how the stories are told. Digital platforms have provided people with more channels than ever before to distribute, access and engage with information. On many fronts, these innovations have been wildly beneficial. Through increased connectivity, society is able to conduct business, get a wide range of entertainment and have social interactions no matter where they are. Interactive journals have even allowed researchers in the science, medical and technical community to share studies and findings, collaborate and create new developments faster than they otherwise would have been able to. It has optimized the efficiency of many operations and, ultimately, enabled individuals to do more with less.

However, the transition from print to digital content has presented distributors and marketers with a number of complications. As the market evolves, people are flooded with information and it makes it especially difficult for publishers to ensure their messages are seen by readers. Then there is the obstacle of implementing effective content management and security protection measures across a growing number of platforms and devices.

Content management becomes increasingly complex
As technology advances, content publishers are given accumulating types of media to work with. It's no longer basic websites that can be used for digital communication and marketing; now distributors can leverage podcasts, videos, pop-up ads, blogs, e-books, infographics - the list goes on and on. Each of these has a distinct set of formulas needed to create and maintain them, as well as critical data and applications that have to be managed to ensure effective delivery.

"No aspect of content is irrelevant when it comes to digital publishing."

For example, The New York Times Labs previously elaborated on how these electronic shifts have changed the way news organizations publish content. It can be especially difficult to keep pace with the trends set forth by industry leaders and tech giants, such as Facebook's recently launched Instant Articles feature. In this Web-based era, it is not longer enough to craft a compelling message, post it and hope it grasps the attention of audiences. Each piece needs to be analyzed, assessed and formatted in a particular way to optimize the chances of success. No aspect of content nowadays is irrelevant.

"The recent proliferation of new devices and platforms for media consumption creates new pressures for news organizations to programmatically identify the pieces of information within an article," the source explained. "Consider every new platform and product to which news organizations currently publish their content, and how each of those outputs requires a different format and presentation."

Put simply, digital publishing has made the art of storytelling a lot more, well, technical. It isn't just about the people writing the material; it is also about the technology used to support it. The success of content today hinges on how it is coded and indexed. Publishers must ensure each bit they distribute is formatted correctly and is structured in a way that will ensure complete searchability and readability across multiple channels, devices and operating systems.

Importance of IT solutions for digital publishing
This trend underlines the importance of Digital Asset Management, or DAM. Incorporating DAM technologies into a content strategy is important to ensure that the material created can be easily searched, indexed and retrieved by its intended audiences. But this is not impossible if the asset is incorrectly encoded.

Successful digital content publishing requires a wide range of IT skills.
Successful digital content publishing requires a wide range of IT skills.

For developers and programmers, this would make sense. But for content publishers, it is another story. It is one thing to know compelling copy and interactive media should be used; yet it is another to understand the role HTML5 and SaaS play in digital content. Perhaps this is why, in a recent study conducted by Brilliant, it was found that businesses are planning to spend more money on IT-related investments and onboarding top talent to assume the positions that will fill the gap in technology skills.

Many marketers, authors and corporate executives are excellent at telling stories and communicating important messages to their intended audience. But not enough possess the IT knowledge and expertise needed to successfully execute the best-in-class digital content management strategies. And that is why it is highly recommended that, in a the journey from transitioning from print to electronic platforms, organizations partner with third-party specialists that can offer the tools and resources needed to enhance content production at every level.

Digital Content Development
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