You’ve just got to grips with multichannel, then omnichannel. And now we’re talking channel-neutral? Don’t worry if you’re not familiar with the concept. It isn’t going to add to your workload, it’s going to ease it.
Channel-neutral content is about deconstructing legacy content processes - breaking down silos between creators - and streamlining content production to make omnichannel easier.
‘The industry knows it needs to move away from print-centric workflows but we often see publishers trying to amend existing processes to fit the new omnichannel landscape, instead of redesigning processes to make them truly fit for purpose,’ says Ross Paterson, CEO of WoodWing.
To overcome this situation – which actually perpetuates a print-first, repurpose-later mindset – publishers need to embrace the concept of channel-neutral content - actively creating content for multiple channels simultaneously.
Imagine creating and collaborating on copy. Then sending it through a semi-automated design workflow and then publication on web, social and print media with just a few clicks. The right publishing technology - combined with a channel-neutral approach - has made that a reality for publishers of all sizes around the world.
As a result, they enjoy higher productivity, faster time-to-market, and reduced overheads. All of which frees up time and resources to double down on quality and creativity that makes their content a must-have.