This week we’re in Boston hosting our May Intensive on digital publishing and marketing for publishing professionals. While we’re away from the office leading multiplatform publishing workshops, we thought we’d cook up a batch of our current most popular multiplatform posts for you to peruse.
Multiplatform publishing focuses on three main types of content: online, offline and live. More specifically, websites, email, magazines, video, books and events.
Our most popular multiplatform publishing articles covered the spectrum of producing white papers, to publishing on different tablets, to publishing blogs, video, websites and creative ads.
By the way, if you’re bummed about missing the Intensive, don’t forget you can always sign up for our 3-hour edition of the program in Mequoda Pro and get a $500 voucher towards our next live Intensive.
In-person, live events are a preferred platform in a multiplatform publishing company. When a passionate user is committed to a topic, they want to go to the source; the author, the guru, the expert who really knows the content. They want an interactive presentation. They want to be able to ask questions, see facial expressions and body language. They want to connect with the expert about what they know.
Have you ever run a roundtable discussion? Throughout my years in publishing, I’ve taken part in countless roundtables. During some, I was the facilitator and other times I was a participant. If you’re a publisher who produces events as part of your product strategy, you may have facilitated some yourself. Although there are many ways to direct them, my ideal approach to running roundtables focuses on the fundamental needs of the attendees.
Call it what you want, an advertorial, a native ad, sponsored content, or even an infomercial if you’re in broadcasting circles. An advertorial (aka all those other things) is a an ad that walks, acts and talks like an editorial. The content is typically provided by the sponsor themselves, although some creative publishers have begun to build native advertising departments that create the copy for the sponsor. Keep reading for some great examples.
The white paper format – sometimes also known as a special report, handbook or guidebook – offers the opportunity for publishers to go in depth into a particular topic that’s of more interest to their audience than a two-page article would be in your core magazine or newsletter. The white paper format allows readers to download it instantly, and, importantly for some publishers, privately.
I won’t tell you that the effort it takes to recycle content across platforms is free or easy, but what I will tell you is that it’s cheap and not terribly difficult. In this post, we discuss some of the most popular platforms that publishers recycle content across and how they’re doing it.
Historically, new technology always empowers entrepreneurs to launch new types of products. Mag+ or Adobe Digital Publishing Suite, for example. Combine it with hundreds of millions of tablets, and a handful of highly competitive digital newsstands, and you have the recipe for a digital magazine and book explosion. Ironically, many legacy publishers will miss the revolution.
Ad-driven websites generate value from users and sponsors. Consumer-focused websites ask users to pay—not with money, but with time and information. They spend time viewing web pages, emails and RSS feeds, thus creating advertising inventory that can be used to sell the publisher’s products (internal advertising) and/or sold to third party sponsors (external advertising) on a CPM, CPC or CPA basis. We see at least five unique ways a publisher makes money through online advertising, although they’re sometimes mixed and matched.
Based on the fact that every platform has completely different user experiences, we came up with our idea of the niche media user experience dashboard — that is, what users get out of the many different platforms. They all have their strengths and weaknesses, but we find that savvy publishers use that as an excuse to publish on all six of them!
If you find the concept of blogging several times a day exhausting, join the club. However the one thing that publishers have over any other type of content-creators is an endless supply of content that can be re-mixed and re-purposed into new, evergreen blog posts.
We recently started working with a publisher who came to us looking to sell more magazine subscriptions. When we started talking about the importance of building their email circulation, the publisher looked at us as if we hadn’t heard his question. After this conversation, it occurred to me that there are still lots of people out there who don’t understand what we do. This is how we’ve decided to explain it.
Do you have a favorite multiplatform publishing post on our blog? Do you have a suggestion for a topic we haven’t covered lately, or ever? Let us know in the comments!