The Four Pillars of Digital-First Publishing
January 26, 2015
January 26, 2015
Now that you know why data is important to your publishing strategy, you’re probably wondering how you get to a place where you spend less time thinking about data and more time publishing content and engaging your readers. You’re probably still asking yourself, “But, what’s my next step in becoming a digital-first publisher?”
That’s a big question. We know that you can’t become digital-first overnight. We know that taking a digital-first approach requires a shift in your overall business and editorial strategy. It’s likely that you’ve already taken some steps and you are just trying to get to the next level. Making this transformation is as much about finesse as it is about resources.
But, consider the four pillars of digital-first publishing to start. This will help inform you of where you are, where you need to fill in gaps and what your priorities are.
1) Your Website. This may seem like a no-brainer to you. Of course your website is the pillar of digital-first publishing. But, it can’t be any old website. It needs to be:
2) Your Audience. Is this beginning to sound a lot like common sense to you? Well, it is—but there subtle grooves and angles to each pillar, and those are where you find your grains of success. You know the value of individualization and how data can help you with that. Part of knowing your audience is knowing where to find them. But it’s also about knowing whom they know or who might be similar to them. You have to go and find your audience in digital-first publishing. It’s not, “if you print it, they will come” anymore.
3) Your Team. How your team works together and the expertise they possess is a big indicator of whether or not you are truly ready to go digital-first. Take a look at your team.
4) Your Content. Of course it comes down to your content. It always comes down to your content. Quality is ever important and even more so, in this day and age, when people are bombarded with far too much information to consume their precious little time. But, it’s more than quality:
Examining these four pillars can easily inform your short and long-term strategy. But remember, infrastructure is easy to build and expand on. Concepts crumble without a framework to support them.