Content marketing for publishers is a tough challenge. They have to find the right balance between creating engaging content and generating revenue. Publishers are trying to find new ways to engage their audiences and create more shareable content. They are also looking for ways to make money from their content marketing campaigns. With our twenty years of experience in the publishing industry we have listed down the top challenges that the digital publishers face with their digital marketing strategy.
- Uncertainty about new technologies
The web is always evolving. New technologies are continually being created, resulting in new publication options. Companies that spot a technical trend first get a headstart on the competitors in the race for consumer attention.
Video: The usage of today's media is increasingly dominated by video. Furthermore, there is a distinct global tendency toward moving pictures. The numbers are self-evident. Cisco, for example, has predicted that video would account for 80% of all data traffic in 2019. A video may be used to summarise and especially highlight the most significant points in your content. In summary, a video adds a lot of visual information to an article.
Artificial Intelligence: AI is making headlines worldwide. Historical data is used in machine learning and predictive analytics to forecast customer preferences. In one of our previous blogs we dug deep about AI in the digital publishing industry.
Text-to-Speech Technology- Text-to-Speech (TTS) technology is a huge development at present. This technology has advanced significantly this year, particularly with Amazon Polly. Readers may now have whole articles read to them in high-quality audio. This also implies that professional recording is no longer required. The Neural Text-To-Speech (NTTS) technology even enables the artificially created production of texts in natural-sounding language. As a result, NTTS provides totally new options for preparing news or lengthier reports. Furthermore, smart speakers like Amazon's Echo, Google Home are gaining popularity among customers. Last year, the number of people using these gadgets in Germany, the United Kingdom, and the United States doubled.
Dependency on advertising for revenue
Magazines have traditionally relied largely on advertising as their principal source of revenue, whether they are published online or on paper. Print newspapers have lost billions of dollars in ad income over the previous decade, whereas digital ad sales have increased.
The fact that readers increasingly seek free material and ad blockers have become more widespread, it's become an obstacle for every publisher's online income today. Many digital magazine publishers agree that, in the face of competition from Facebook, Google, and more adaptable online competitors, they don't always know how to best use advertising in digital versions.
However, there is another option. As part of their digital publishing strategy, more and more media businesses are resorting to Direct to Consumer selling, allowing their customers to buy directly from their own web shop. Companies gain from bigger margins since there are no middlemen. They also maintain complete control over their trademarks.
This is where BuzzFeed's hybrid model comes in handy. The organisation works closely with brand manufacturers to design items that are tailored to their target audience. A strategy that promises a bigger sales share than traditional advertisements.
- Data Analysis
Every time your reader views a website or clicks on an app, it leaves a trail. The analysis of this data informs a lot about the preferences of the users. As a result, content creators have a unique treasure in their hands. Every media organisation may now utilise Google Analytics or Google Firebase as an analytical tool. In today's media environment, fundamental metrics like unique users and page views are no longer the most important. Media companies should concentrate on improving metrics. Reading time, activity, and customer loyalty, for example, are far more essential. Not least because analysing these numbers generates fresh content ideas. As a consequence, you'll obtain a more accurate image of your target user. The results are then used to deliver personalised content. The key fact is that data analysis involves much more than just counting hits.
- Use of outdated software
Your editors must prepare content for a variety of platforms, including social media, video, audio, and article development. This necessitates the use of technology and, more importantly, a specialised Content Management System (CMS) that can successfully handle them. Only then will they have more time to work on the content. However, media companies place roadblocks in the way of their editors because of outdated internal developments.
Is it possible that the editorial team would wish to start a blog? Rather than depending on third-party software like WordPress, they invested time and money in developing their own module. Content creation for many channels is made easier with modern publishing tools, because they were designed with contemporary and shared workflows in mind, they make it easier for your journalists to do their jobs. This will dramatically boost the editorial team's productivity.
The fun of experimenting, as well as the quick adoption and testing of new technology, should be part of any digital publishing strategy. Of course, the data created within the organisation should also be used to establish new income and advertising strategies.
Would you prefer personalised advice on your own digital publishing strategy? We at Evolok offers a full suite of services to the digital publishers from Identity Management, Segmentation and Paywall and Monetization. Reach out directly to one of our experts today.