3. Go channel-neutral for increased agility
Channel-neutral publishing is about creating and formatting content once, so that it can be easily published to multiple channels. Instead of having separate processes (and people) for print and digital products, channel-neutral unites them all in a single streamlined workflow - as John Fong, Managing Director at WoodWing Digital Services explains.
‘The channels change. But articles are fundamentally the same, wherever you publish them. They comprise the same editorial and design elements. The body copy. The headline. The byline. The captions. Channel-neutral publishing is about breaking down and identifying every part of an article, so it can be easily recognized and rebuilt on any platform.’
Channel-neutral content is prepared in an HTML ready format that makes it suitable to publish on any platform. It can also be accompanied by media that automatically adjusts to the technical requirements of different platforms. This means one editor can create a story and publish it to multiple channels, each one optimized for the best reader experience.
The channel-neutral approach positions ambitious publishers for future success by making content available for easier experimentation and faster product development.
With your content ready to syndicate to any platform - regardless of technical requirements - you minimize the upfront cost of experimenting with new platforms. You can take a test-and-learn approach, extending your reach via new channels and seeing what works.
‘At the moment, every new channel requires time, process change, and cost-benefit decisions about how production can accommodate it. People are trying to think of new workflows into new channels. Whereas, with a channel-neutral approach, the content is there and ready to go. It’s a different story. Having content ready - in an HTML format - ready to go to multiple endpoints. That’s the endgame for publishers looking for the agility to harness emerging opportunities,’ says Llewelyn-Williams.
- Channel-neutral content can be published more easily to ANY channel
- It reduces production time for multichannel publishers
- And reduces upfront costs of experimentation and syndication
Discover WoodWing Studio for efficient channel-neutral and multichannel publishing.