Why Should Your Editorial Strategy Combine Print and Digital?
Estimated reading time: 5 minutes
Published on: October 14, 2019
Here we are, the digital age has arrived and seems to be here to stay. Technology is changing and it is perfectly logical that your readers’ consumption habits adapt to these changes. According to studies by Keypoint Intelligence, more people will have a mobile phone than electricity in 2020! This means that it is now vital to create documents that can adapt to digital formats. But why are some agencies and advertisers still investing solely in paper? Glossy paper will, of course, attract customers and will always be an efficient way to communicate, but today you can greatly benefit from digitising your existing content. Here’s why.
You can optimise production costs by combining print and digital publishing
Ever since Gutenberg perfected the printing press, companies have been using paper to communicate. But with new technologies taking the lead such as computers, mobile phones and tablets, it can be very advantageous to digitise your print content! If you need to reach 1,000 readers with your annual report, why not combine print and digital? Printing can be costly, and the 10,000 colour pages of your annual report will likely not come cheap. To keep a handle on your budget, start digitising your content today! This doesn’t mean turning away from print completely, but rather fully integrating digital content into your editorial strategy. The two kinds of media can be complementary, especially if you have a wide variety of readers. It’s up to you to decide which format to focus on, depending on your resources and target audience. Remember, though, that digital content will allow you more flexibility in your budget.
You can easily measure the success of your editorial strategy online
When you distribute brochures through street marketing, it’s hard to tell how many people have actually read your document! On the web, any action can be easily measured with KPIs. With Google Analytics, you can measure anything: the number of people that saw your publication, the time they spent on each page, how they shared your document, etc. This data is particularly interesting for marketers who want to increase their engagement rate by optimising their content strategy. It is always easier to adjust your brand content strategy when you know exactly which elements can be optimised.
An interactive document improves the reader experience
Move over PDFs, make room for interactive PDFs. PDF files are still an alternative to print, but all they are is a photo of the paper version. Which is not the best way to stand out from the competition! Every day, we are exposed to a large quantity of advertisements and content of every kind, to the extent that our attention spans have waned. In the war for attention, it’s all about content. But if you want consumers to remember your message, you need to work hard to create quality content with an optimised reader experience. This is where the interactive part comes in. Interactive documents put the reader at the centre of an attractive experience, so they will remember the document more easily. From now on, you will have to seriously consider creating interactive documents where the consumer has a fun, unique experience.
Your documents are easily accessible online!
Digital means multi-device. Ideally, your documents should be compatible with all devices. Digital publishing has the advantage of being adaptive, which makes it easier for your readers to access your documents. We all have our preferences: some prefer tablets, others their computer, and of course some only use their mobile phones. No problem! Digital publications can now adapt to any device. It’s up to you to choose the right format! You need to go where your readers are, of course. For example, if you publish a newspaper like The Guardian, most of your target audience consumes articles directly on their mobile phones. It is also very easy to share digital documents and generate reactions on social media, creating discussions of your publications! This generates more reader engagement and gives you access to a wider audience. If you have yet to undertake your digital transformation, you should definitely reflect on your editorial strategy so that you can discover all that the web has to offer your company! There are innovative solutions on the market to help you digitise your content. Webpublication, our solution for creating interactive documents, can digitise your existing content, without having to write a single line of code. Contact us to learn more! Did you like this article? Share it on social media!
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