4 Superpowers to Dominate Digital Publishing

Real life insights and experiences from three publishers whose success in digital publishing depends on first class content delivery and a focus on what the customer wants.

  1. chevron left icon4 Superpowers to Dominate Digital Publishing
Charlie HobsonAugust 8, 2019
  • Digital Asset Management
  • Content Management

Who’s afraid of the big bad wolf? Traditional publishing organizations are nervous. Citizen journalists, social media, 24/7 news broadcasting and online only publications are baring their teeth and looking to bite.

But instead of running away to hide, it’s time to come out fighting. In censhare’s short whitepaper, Publishers Taking Cues from Digital, we explore the four superpowers that can drive the wolves from your door. This isn’t just theory, this is real life experience from three publishers whose success depends on first class content delivery and a keen eye on what the customer wants:

  1. SpeedConsumers want the latest news instantly, as well as busy and engaging social media feeds that present them with personally relevant information. You have to think beyond traditional processes to have any chance of satisfying these demands effectively for your brand. Digital asset centralization creates new and highly efficient workflows that can help you stay ahead of the pack and get better content out, faster. For example, Bauer Media Group is using the technology to speed up the time it takes to get content from journalists and freelancers in the field onto its platform and in front of consumers.
  2. AutomationUnder pressure to generate relevant content fast, you can’t afford to waste skilled employees’ time or precious digital budget on unnecessary admin. From news reporting to image licensing, a centralized digital asset management solution can cut out hours of manual communication, approvals, record keeping and third party negotiation. Hearst UK is a publishing house which has this centralized approach and now saves 3,000 hours a year as a direct result: that’s the equivalent of a couple of full time employees freed up to focus on the content itself, rather than managing and administrating it.
  3. PersonalizationKeeping control of an infinitely variable set of content and making sure the right thing gets in front of the right recipient across the relevant channels is far more than any human can do. But a centralized digital tool can handle it: you set the parameters, review performance and provide the content while your asset management system delivers accurately and quickly to waiting audiences. And this is where the UK weight management organization, Slimming World, has excelled. Having streamlined the management of its content in a central hub which also supports it consultants with the most up to date, consistent and aligned content, the same assets are delivered as personalized web content across a multitude of channels to its members.
  4. UtilizationGood content needs the widest possible audience. When you have invested in creating unique content assets, make them work hard for you. Share them around so all your brands can choose from the widest range and communicate what’s most relevant to their consumers.

Take Hearst UK - it is focusing editorial budget on unique and in demand new content by making sure its editors don’t duplicate commissions. It’s possible because of digital asset centralization: publishing teams can find out definitively and quickly whether topical content already exists and can customize or reuse an existing asset from a reliably complete database.

And these are some of the ways in which top publishers are streamlining their processes and optimizing on quality. To read more compelling examples of how Bauer UK, Slimming World and Hearst are deploying centralized asset systems to give them the superpowers they need to survive and flourish, click here.

Charlie Hobson
Twenty years in retail and services marketing have not dulled wordsmith Charlie Hobson's enthusiasm for the sector, although she is becoming increasingly intolerant of a grocers' apostrophe. In trying times like these she finds a refreshing G'n'T is often the answer, properly punctuated of course.

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