Five trends transforming digital publishing in 2022
Companies involved in content creation and publishing face a major problem — how to compete with the increasing amounts of free content?
We’re talking about free-of-charge content available on channels like blogs, websites, and video streaming services that already provides audiences with educational, informative, and entertaining content.
You might think that you need to join the race to deliver free content or lose your audience forever.
Not true! Whilst some free content is a great way to draw in readers, it doesn’t mean ALL of your content needs to be free.
There is still a place for paid content that delivers real value to readers. Here’s some things to think about to monetize your content.
Monetizing content a must-have for your publishing business in 2022?
Download ‘The Future of Publishing: automated, atomic and channel-agnostic for more insights on how to make money from your content in 2022.
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.
If all of this sounds like a lot of work, it is. But only if you’re wedded to your old analog ways of working. Digital transformation is key to success in the demanding digital publishing landscape.
During lockdown, some businesses implemented 5+ years of digital transformation in a matter of months.
‘As lockdown lifts, don’t take your foot off the pedal of digital transformation,’ says Ross Paterson, CEO of WoodWing. ‘Implementing the right software can transform your business at what is still a challenging and critical time for publishers.’
Here are some next steps to get you started.
Partnerships will play a more prominent role for many content companies in 2022 - particularly if you choose to narrow your scope or make your audience groups more granular and focused. Publishers that harness collective effort and collaboration are likely to see higher productivity and a brand boost.
Think webinars delivered in partnership, sponsored publications, exclusive content created just for your brand by high-profile individuals and influencers. These opportunities are mutually beneficial, not only sharing the workload potentially, but giving both brands exposure to one another’s audiences.
For example, in South Africa, McCain partnered with Food24 to offer customisable cookbooks featuring McCain products alongside family recipes.
Another option is to outsource your content creation altogether - either to subject matter experts that drive up quality, or to more cost-effective creators who reduce overheads. You can then reimagine your in-house team as brand guardians responsible for quality control. This can increase capacity for content production, while ensuring the content has a single brand voice and identity.
Whatever challenges your publishing business faces in 2022, we hope you’ve found some food for thought in our five trends for digital publishing in 2022. WoodWing has worked in partnership with publishers for over 20 years, solving their content challenges together. We’re at the cutting edge of publishing technology and content orchestration software. And we’d love you to be our next success story.
Ready to publish effortlessly to print and digital platforms?
Then take a look at our solutions for publishers.
Already know what you need to succeed in the new publishing landscape?
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