Publishing

How brands benefit from digital publishing

Although many people remain skeptical about digital publishing, it does not aim to completely replace print media. Instead, its primary focus is to supplement existing methods of publishing content and to leverage the benefits of digitalization in the process. Alongside the obvious advantage of saving money on print costs, modern publishing trends offer diverse and attractive opportunities for brands:

• Brand building: If customers are looking for specific information, discounts, promotions and so on, they start by checking online, so using digital content as a digital marketing tool can really work wonders. If a brand has a strong online presence and focuses on skillfully placing high-quality digital content, it can optimize brand building in the long term – the key here is content marketing.
• Interactivity: Digital catalogs can incorporate interactive features, so that users browsing through the digital pages can click straight through to the relevant products, for example, and order them online. Moreover, sharing digital content with family or friends is quick and easy via social media channels – unlike print media, where users literally have to hand over their copy if they want to share it.
• Flexibility: Digital publications are adaptable and can also be modified and changed after publication, which means that information can be updated without requiring a new edition.

The challenges and opportunities of web publishing

Whether you’re publishing a corporate book, a microsite or a company app, digital publishing not only offers brands a wide range of opportunities, but also presents a few challenges. These three aspects are the most relevant here:

#1 Customer centricity in the face of fresh expectations

One of the biggest challenges is definitely the current discrepancy between media makers and the Generation Z target group – who tend to far outstrip the former in terms of digital technology. That is why digital publishing involves far more than a simple shift in medium; it is also a completely different way of handling information, as well as a fresh expectation that brands must live up to if they want to stay ahead of their competitors on the market. The increasing focus on audio and voice is just one example here, and companies that publish content as videos or podcasts, not just in text form, will be well positioned for this.

#2 Successful publishing thanks to usability

Web design also plays a significant role in creating a successful online presence. As well as being accessible quickly and at all times, information should also be available on all devices and in all formats and – depending on the content – should have added interactive features. If you want to optimize user experience, it makes sense to put your own website and soon-to-be published material through a usability test, fix potential weak points, and also implement modern methods like vertical storytelling on the website.

#3 Publishing: Marketing with a plan

Social media channels are an important marketing tool if you want to expand your reach and maintain a dialog with existing and potential customers. At the same time however, multi-channel publishing brands frequently face particular challenges in the fast-paced world of social media, where new platforms and features are constantly driving the dynamics. This means scheduling and managing postings at an early stage.

Publishing software and tools as helpers

Creating and managing digital content is a skillful job that uses the appropriate tools and software solutions. Knowing what the digital content is going to be used for is an important factor when choosing the appropriate program, because some focus on supporting marketing and design matters, while others help with monetization or with integrating new social media channels and scheduling posts. If you want to optimize your brand’s production processes when it comes to publishing, you should make sure that you are clear on which specific functions and features are required before you start.

Publishing in a digital world

There’s no doubt that the future of publishing is digital. If you make a start on adopting the modern forms of publishing in your company, you will be rewarded with a wide range of opportunities to provide your target group with information affordably, accurately, and quickly. That will boost customer retention and help you build your brand.