Digital publishing has revolutionized the publishing industry. The times when content only appeared in print are long gone; these days it is increasingly published digitally in the form of e-books, blogs, digital catalogs, etc. This modern form...
Digital publishing has revolutionized the publishing industry. The times when content only appeared in print are long gone; these days it is increasingly published digitally in the form of e-books, blogs, digital catalogs, etc. This modern form of publishing has advantages for both users and brands: the former can access published content whenever they want and from nearly anywhere, while the latter can use publishing as a valuable opportunity to boost brand strength.
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.
Whether in digital or traditional print form: a press kit should attract attention and serve as an important communication tool to help your PR management team approach business partners, investors, and media representatives.
Whitepapers are a content format that not only generates leads, but also boosts brand awareness and reinforces your expert status. Download our free guide to find out everything you need to know about whitepaper marketing!
Amid the coronavirus pandemic, brands with an affiliate marketing strategy in place stormed ahead of the competition in 2020. In this story, we explore why that was the case and where the latest affiliate marketing trends are heading.
Radio is not afraid of digitalization; in fact, new audio formats are continually boosting the relevance of radio in the marketing media mix. Together with Frank Bachér from RMS, we show you how audio and radio advertising work.
In March 2021, the final stage of the Google mobile-first indexing will come into effect. Desktop crawls will be completely stopped. So webmasters should now check whether they’re prepared for mobile crawling. Here are some vital pointers!
Social media marketing requires a clear strategy for it to be targeted, cost-effective, and conducive to achieving your corporate goals. That’s where our 2021 social media editorial plan template comes in.
In light of the hive of activity in app stores, it is becoming increasingly important for companies to stand out from the rest of the market by implementing targeted app marketing. Our guide contains key tips for marketing an app effectively.
Thanks to smartphones, mobile Internet usage takes place in portrait format. Vertical storytelling is used to take stories shown on social media, etc., and fill them with content. Learn how to use this method for your marketing.
Editorial plan – the term sounds a bit dusty, almost anachronistic when it comes to social media marketing. So why is a social media editorial plan nevertheless indispensable for implementing a content marketing strategy?