We based the content on existing industry research as well as our experience and conversations with our own enterprise publishing clients.
We’ve seen the digital publishing industry rapidly develop in recent months, and publishers and content creators must adapt swiftly to remain competitive and relevant.
We’re here to expand on a few of the key suggestions from the report to help digital publishers and content creators navigate the ever-changing market dynamics of content publishing in the digital age.
Accept the change to social media platforms
Young users are increasingly leaning and opting towards social media platforms like Instagram, Facebook, X (formerly known as Twitter), and TikTok for information, casually searching and generating traditional search engines like Google to lose traction.
Publishers must embrace social networks and adjust their content strategy to remain relevant and engage with this younger generation.
Here are a few ways publishers might profit from this shift:
- Creating content that is platform-specific:
It is known that different social media platforms have different features, experiences, and user preferences.
Which is why we suggest that publishers tailor and create their content which is suitable to each platform’s characteristics, considering factors like content length, format, and tone.
TikTok users, for example, want short, interesting videos, but Instagram users prefer visually appealing photographs and story reels.
The caution here is to be conscious of your team’s capability; don’t stretch yourself too thin over too many channels if you don’t have the time to devote to properly distributing to each.
- Encouraging user-generated content:
The young users are more keen to indulge in content that is relatable and that they can participate in.
Publishers can use this to curate user-generated content that includes creating challenges, contests, or campaigns that invite their users to participate in sharing their own experiences, ideas, or innovations.
This not only creates encouragement about engagement but also helps in creating a sense of community among users.
Digital Subscription Investment
Digital subscriptions are clearly becoming more important as a source of revenue for publications.
Companies such as The Times and The New York Times have effectively built their digital subscription bases by concentrating on offering great content and exceptional user experiences.
Publishers may employ a variety of techniques to effectively invest in and promote digital subscriptions.
To begin, you may provide a variety of subscription models to meet the requirements and interests of your target audience, such as monthly or annual plans, tiered pricing, and pay-per-article possibilities.
Focus on creating high-quality, original material that stands out and delivers unique views and viewpoints, as well as providing subscribers with quick and evident value.
