From Print to Digital: Opportunities for Content Management

Published by Steve Manicor | Topics: Associations, Content Strategy, Online Publishing, Print

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The publishing world is changing, and changing fast— And that’s a good thing

Recently, the publishing industry crossed a major milestone, for the first time since, well I am not sure when, book readers are consuming most of their content on something other than paper.

CNN reported- E-book sales totaled $90.3 million in February, up 202% compared to the same month a year earlier, according to a study from the Association of American Publishers. That put e-books at No. 1 “among all categories of trade publishing” that month — the first time e-books have beaten out traditional publishing formats.”

As a company that has spent the last thirty years helping associations create printed books this news comes with a small degree of nostalgia, but a whole lot of excitement.

Why the excitement?  The excitement comes from all the opportunities that exist in today’s digitized world to make content more searchable, findable, marketable, usable and valuable. The more usable and valuable content becomes the better it is for everyone involved.  It’s not that print is dead, far from it; it’s just that print is now one element of a wide array of mediums that enhances the way your members, clients and users consume the valuable content your association produces.

Think of it this way, your association spend an incredible amount of time and money collecting, reviewing, ranking and vetting content.  You want to use every tool in your arsenal to extract value from that content.  And that arsenal of tools has expanded greatly over the past several years.  You now have the opportunity to serve your content up in e-books, online, using mobile applications as well as in print.

Three New Opportunities for Content:

  1. You can make your content findable by exposing online content to search engines such as Google and Yahoo.
  2. You can make your content more searchable and relevant using metadata.
  3. You can better control and manage content access with subscription management tools and sell your content using eCommerce.

These are all opportunities to do more with the content you already produce.

You may need to think a little differently about your content and it may be a little more complex, but by working with the right partner you may find a world of opportunity.

The publishing world has changed and that’s a great thing.

How have you embraced the change?

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About Steve Manicor

Steve is Omnipress' Director of Business Development. He has over five years serving the meetings and training industry. He leads our product/service leadership and development teams. ...read more



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