How possible is it for smaller magazine teams to develop a multiplatform content presence? InPublishing proves it can be done with foresight and planning.
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The misconception that the average editorial team generates less content than it used to is not as mental as it first appears. It stems from the obvious decline in the number of print pages published and a complete failure of the publishing industry to properly measure digital content output.
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Monocle’s Tyler Brûlé has had a pop at marketing’s current fixation with content. I agree on one level – what the hell is content? But with the huge variety of formats out there how else do we talk about what we do?
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The content creation and management process is an important element in building a crossmedia content strategy, but if you are looking for a future-proof CMS; there’s no such thing. The ideal CMS is like a unicorn, everyone knows what it should look like, but no one has ever actually seen one.
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Digital innovation means there are a million and one ways to build a mousetrap; most will not help you catch any more mice. The challenge in building a crossmedia content strategy is choosing the mix that works for your audience.
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People don’t like change. You won’t succeed in crossmedia just by sharing your digital vision, or worse Conde Nast’s digital vision. Enable your people to imagine their own crossmedia future and they are much more likely to deliver yours.
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We don’t live in a perfect world. We don’t have blank cheques or the luxury of starting from scratch. Build your crossmedia content strategy around the content you produce; how you produce it; and what your customers – audience and advertisers – want.
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I met with a group of senior marketing directors from some of the UK’s leading conference providers this week to talk about how magazine content strategies work for conference managers. It might not be what they signed up for, but the harder it gets for marketers to get attention the more important good content becomes.
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At the start of the year, rather than set you thinking about industry-wide trends in mobile, HTML5, or the third, fourth or fifth screen, I want to give you my prediction for your organisation: This year, you’re going to have to mind the gaps – Gaps left behind by reductions in resource and opened up by new media platforms
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In the good old days, magazine readers waited patiently for the delivery of the next month’s issue. Not now. No one is waiting for anything. Readers want it all and they want it now. How is an editor to deal with that? Start by using the content creation process to achieve audience engagement.
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