Do you fully exploit the potential of your content? And how can you ensure that you reach as many readers as possible? These and other questions are answered in this article. I will introduce you to multichannel publishing – and reveal the 5 indications that will show whether you too would benefit from multichannel publishing software.
What is multichannel publishing?
Consumers today receive their content in different ways. Some continue to swear by the printed editions of newspapers or magazines – while others prefer to read on smartphones, tablets or laptops. Whether it’s print or digital content: if you want to reach the largest possible target group with your content, you have to be present on all relevant channels.
After all, this is exactly what multichannel (also omnichannel, cross-channel or cross-media) publishing is all about. It’s publishing your content simultaneously on different channels and platforms. For example on your website, in your app, on Apple News+ and on various social media channels. This increases your reach and gives your readers the opportunity to consume your content exactly how they prefer.
The catch? Managing channels and content can quickly become complex and time consuming. This is where so-called multichannel publishing software comes in as a holistic solution.
What exactly makes multichannel publishing software?
Multichannel publishing software is the basis for all efficient cross-media publishing. With such software, you can create, edit and publish content to different channels, and then manage it using a single tool. In addition, you always have an overview of all the technical and design characteristics of the various channels.
Tip: when choosing a suitable publishing solution, it is particularly important to make use of synergies. Existing content must be easy to find and reuse so that it can be published effortlessly in different channels.
Multichannel publishing software is particularly useful for newspaper and magazine publishers. But also non-media companies and agencies (on behalf of their customers) can use it to increase their reach and generate more revenue.
Now we come to the 5 indications which will show whether your publishing company would benefit from multichannel publishing software.
Indication 1: High production costs
Do you know exactly how much time and resources it takes to create and publish your content? To stay competitive, you need to create unique content in the most efficient way. Multichannel publishing software helps you achieve this – it increases the efficiency and security of your processes, through optimised and automatic workflows.
Media-neutral content is of paramount importance here. This means that you do not create your content for a specific medium, but independently of the medium. This allows you to publish your content quickly and easily on different channels, while reducing your production costs.
Indication 2: Outdated business model
Your users now consume content on numerous different channels. Publishers and other content producers are forced to adapt to this new user behaviour – those who don’t will eventually be overtaken by the competition.
So ask yourself: have you already made the most of all relevant output channels such as News App, ePaper, Facebook and Google News? Have you created new editorial structures and optimised your internal processes? On the one hand, this is a challenge of course, but it offers you decisive opportunities for reorientation. On this occasion, I suggest that you put your established business models to the test and adapt your monetisation mix accordingly.
Multichannel publishing software such as Purple DS will help you to establish new business models (e.g. news app, ePaper, podcast etc.) and attract new readers.
Indication 3: Poor distribution of existing content
Never before has so much content been produced as today. In addition, the number of channels is constantly increasing and all various formats, such as text, audio and video, also have to be covered. The audience simply expects more and more. They often want to experience something different on every channel. Traditional production processes reach their limits here. Often the quality of content suffers or important channels and formats are not even covered due to a lack of resources.
Cross-media publishing software solves this problem. How? Through a real content-first or optionally digital-first approach. This allows you to create and manage your content in a media-neutral way so that you can publish your stories efficiently on all channels. This way, content quality is maintained and you retain total flexibility.
Note: when it comes to implementing such software, it is not only the migration of your existing data that is important. You should also not underestimate the organisational adjustments that come with it. We will be happy to explain how you can successfully implement a new publishing solution in a free consultation.
Indication 4: Expandable team collaboration
Encouraging cooperation between print and online editorial departments is a challenge for many publishers. Not least because several systems and complex processes often run side by side. Even in other companies that publish a lot of content, content managers often have to work with authors, web designers and possibly audio and video editors. Without a suitable tool, this is not only inefficient, but can also cause misunderstandings and errors.
Multichannel publishing software, on the other hand, makes it easier for teams to work together. It reduces coordination difficulties and helps to avoid errors – so you get from content idea to publishing as quickly as possible.
Indication 5: Non-reader centric approach
The reader of today is used to being the focus of attention at all times. The wide choice of communication channels not only leads to different media usage, but readers have also become far more selective. They consciously choose which information and content they consume on which channels. Publishers must take this into account if they want to meet the increased expectations of their readers.
Note: focusing on the reader is also important for marketing teams – because today, more than ever, users have control over their own customer journeys. As mentioned above, they decide for themselves which channels they use to consume your content and find out about products and services.
With multichannel publishing, you ensure that you are represented on all channels relevant to your target group. The result? You reach new readers, offer your existing readership greater value and can thus generate higher sales. Everyone wins.
Whether it’s better collaboration between your editorial teams, more efficiency or increased reach, multichannel publishing software offers your media company numerous advantages.
We would be more than happy to show you how your publishing house can benefit from our Purple DS software in a free product demo tailored to your individual needs.