Know how to transition your company when times change
Some may find it hard to keep up with the digital landscape. It isn’t just the evolution of products that has to be monitored, but the creation of completely new ones to stay current.
The challenge for many publishers has been the transition between print products and digital ones. An understandable dilemma, as it’s a massive undertaking to alter the direction of a company in such a substantial way.
What can be done?
Part of the transition from print to digital relies on the strategy of repurposing and reusing the content you already have.
It saves time, money, helps your company’s alignment and makes the daunting task of transitioning easier to deal with, as it’s involving familiar content.
Areas to focus on
Blogging is a good starting point since it focuses on the written word, which editors and publishers should have comfort with.
Audio and video are good directions to then go in. This is also content that tends to me more desirable to many savvy online users who stay up-to-date with modern trends.
Video
Don’t let the sound of creating video content scare you. It can be done at an affordable price nowadays. Some content producers go out and spend tens of thousands of dollars on personal production studios. A great idea if you have the time, money and space. If not, you can get away with using a $300 video camera to create content.
In the past we have suggested the Flip Mino HD-quality digital camcorder. It costs under $300, with some models available under $200, depending on the locations you shop. This is a great way to start in the world of video.
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Content that can be used for video include:
-Clips from CD or DVD products
-Newsletter introductions
-Author insight for books
-Tutorials, explanations or walkthroughs for websites
-Event footage
If you are already using video, then audio, such as podcasts, is an obvious next step.
Audio
Audio pieces such as podcasts can be easily created for free with help from online tools. Audacity is one such audio recording device. The latest release of Audacity was version 1.3.11 on January 18th, 2010. The software allows users to record podcasts and finish it with post-production effects like normalization, trimming and fade ins or fade outs.
If you are unsure about how to utilize audio podcasts, consider some of these options:
-Interviews of relevant people in your niche
-Recordings of audio conferences
-Bios of authors, editors, or other introductions
-A collection of the best headlines of the week or day
-Instructional videos
Keep in mind that some of these suggestions may not work for all publications. Consider these ideas and how they impact your business before deciding if it’s a correct step for you.
Other Parts to Digital Media Transformation from Experienced Publishers
Managing Digital Media Transformation across Additional Platforms is a session at our quickly approaching Mequoda Summit in Napa Valley. Some of the previous suggestions I mentioned will be discussed further at this session. Additional topics, including how to expand your brand digitally with membership websites, digital events and digital sponsorships will also be covered.
This session will include experienced and successful online publishers on the panel of speakers. The panel includes:
David Foster – The CEO of Business Valuation Resources. David often speaks on the changing information marketplace and the new opportunities allowed by new content distribution channels.
Phil Ash – The publisher in charge of BusinessManagementDaily.com and InvestingDaily.com. Phil will discuss how he rolls out a new digital product on a legacy brand every 30 days.
Clay Hall – The publisher behind Aspire’s Interweave Press. Clay has launched six email-centric Mequoda hubs in artistic niches like knitting, beading and crafting.
Register for the Mequoda Summit today so you can gain the insight from these experienced publishers on how to successfully transition your company with digital media.
