Progressive Publishing: Content on Demand

Expert publishing blog opinions are solely those of the blogger and not necessarily endorsed by DBW.

publishers, content, mobileBefore the digital age, information consumption via mobile devices was considered an optional trend among print content creators and publishers. Now it is practically a professional imperative. In fact, recent studies show that several major traditional print publications regained significant growth by introducing mobile content to their digitally focused audiences.

Today’s professional—and her office environment—are ever-evolving, and so are the ways that she consumes information. Her need to diversify and increase professional development skills on the go makes the need for on-demand, easy access to resources a necessity. This is but one reason why publishers should place emphasis and importance on engaging business and corporate professionals through mobile learning.

Why Mobile?

A rapidly changing information environment has dictated a shift in the business-learning paradigm, particularly with traditional methods of information consumption. It is predicted that the next few years will see consumers purchasing more personal mobile devices, not consolidating them. This is a key insight for publishers, as the need to provide corresponding mobile content will become essential for effective, continual engagement with target audiences.

Mobile learning is projected to be a $38 billion industry by 2020. Its commercial success and lucrative outcomes are certain to yield stronger figures in the very near future. Likewise, the transition to mobile will create several benefits for both business professionals and publishers.

Mobile access to content, by the very nature of online interconnectivity, will extend the publisher’s reach and increase brand influence beyond that of traditional print means. Moreover, mobile learning via a native app can create innovative, data-driven possibilities for publishers. Device-specific features and functions can be used to naturally integrate into the user’s everyday experience, creating a very organic synthesis between routine mobile activities and new learning experiences via the app.

For professionals, the benefits of mobile accessibility span across business and personal landscapes. The convenience and ease of at-your-fingertips, on-your-schedule access personalizes learning, deepens engagement and understanding, and increases productivity, revenue and positive staff behavior. Simply put, business content that moves with its users can shape a symbiotic interdependence between publishers and professionals that has never been available, until now.

Increase Your Mobile Advantage

Mobile accessibility for business publishers may seem daunting, but there are very simple ways publishers can begin engaging and reaching mobile learners:

Secure app access. Ensure platforms that you host your content on have dedicated mobile apps. Professionals devoted to your authors’ content will appreciate a dedicated brand resource beyond mobile web access when they are on the go.
Engage socially! Since 80 percent of social media engagement happens on mobile devices, shrewd marketers should take advantage of promoting professional book titles within those networks. The key is to market where the people are. If your professional audience is on LinkedIn, Twitter or Facebook, or our platform BlueBottleBiz, links to or plugs for your content should be available there, as well.
Offer exclusivity or extended content. Provide opportunities for readers to obtain bonus information and learning materials via the mobile app on which you house your content. Additional tips, manuscripts or author notes that can only be accessed within the app will transform the app into a content consumption hub.
Reconsider visual appeal. Mobile applications open up vast opportunities for more vivid presentations. Designing or recreating book covers for the digital space can enhance the curiosity and allure of your print content.
Think mobile, market mobile. Business professionals are on the move, so you should plan to move with them. Your marketing strategies should focus on places where professionals might have a few minutes en route to download or read mobile content. Consider airports, hotels, coffee shops and other travel-related authorities as hotspots for marketing to your legacy and potential readers.

These key tactics will help you provide the same high quality content for your target business professionals wherever they are, and whenever they need it.

Once upon a time, distribution models for learning information worked under an “if you build it, they will come” strategy. 2017 has shifted that thinking to better cater to the extremely involved, highly nomadic professional. The solution-savvy now know the wiser mentality to have: “Wherever they are, your content should meet them there.”

Today’s business professionals are learning on the go, and they need expert content readily available at anytime, anywhere. For business book publishers, delivering mobile content just makes sense.


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2 thoughts on “Progressive Publishing: Content on Demand

  1. Alan Horne

    Engaging socially and offering exclusive content may work for journalism, but I must protest against any assertion that it works for book publishing, for that is where content is king.

    All the buzz about turning books into apps, despite there being a lot of such talk in recent years, has completely fallen through. People are actually starting to go back to buying paper books, which saw an increase in sales in 2016.

    It’s kind of like what we’ve seen with movies. During the DVD era, studios were convinced that cramming the disks with extras and special features would prove to be a selling point. How quickly that idea imploded when streaming was invented. It turns out that consumers don’t care for tacked-on extras. They just want to get their content, as quickly and conveniently as possible.

    The book-as-app idea is a dead end.

    Reply
    1. Christian Smythe

      Hi Alan, thanks for your comment. The focus of this article was not about creating a book-as-app but rather distributing and marketing business content through existing platforms (social, learning or other).

      Reply

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