Six trends that will impact digital publishing in 2023

1. Content monetization and revenue streams

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 in 2023.

• Explore different monetization methods - Such as subscriptions, packaging existing content for sale, paywalls on individual content pieces, running ads, or partnering with a third party (such as businesses that pay you to ask readers questions before accessing your content)
• Counter free content with quality content - Let’s be honest, a lot of free content isn’t up to scratch. Provide consistently high-quality content to lay the firmest foundation for charging. This works particularly well for publishers of news or industry information, where accuracy is essential
• Curate content into desirable packages - you could have individual content pieces strewn across your organization that could be packaged together for sale to specialist markets. For example, articles on vintage vehicles or the royal family that could become coffee table books for enthusiasts…
• Make subscribers feel like activists - Make your audience feel like they’re more than just readers. Align their engagement with meaningful social causes to make charges more palatable. For example, Wikipedia request financial contributions to keep their content free to all, The Guardian frame it as supporting quality journalism, whilst National Geographic help readers feel like guardians of the globe
• Remind them what you mean to them - Use personalized reading stats to show your audience just how much they engage with and value your content. Spotify are the masters of this, providing an annual summary of how many happy hours listeners have spent in their company

4. Channel-neutral content

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.

6. Productive partnerships

Partnerships will continu to play a more prominent role for many content companies in 2023 - 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 customizable 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.