Guide to Digital Content Conversion

Published by Sara Olbrantz on August 14th, 2012 | Topics: Content Strategy, eBooks, Online Publishing

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content conversionFor most organizations, the word “content” is a vague descriptor relating to some type of business asset that is hard to categorize. A recent survey by the Data Conversion Laboratory, Inc. shows 77% of companies surveyed define content as service manuals, product information and other types of documentation. I like to define content as any information you provide to your members or audience in order to provide value.

44% of the companies surveyed said their content makes up 50% of their company’s value.

What is Content Conversion?

“Content conversion” is the process of taking your traditional, typically printed content and converting it into a type of content that can be shared and posted digitally or online. In simpler terms, it’s taking your old service manuals and product information (which take up a ton of shelf space) and putting it all into a digital publishing platform. The goal is to make your company or organization’s content easily accessible to members, employees and potential customers, thus providing more value to your paying members and attracting new ones.

Why is Content Conversion Important?

Just as any type of organization, you must go where the money is. Even if you don’t charge for access to your content, the point of providing this high-quality information is to attract new members or customers, thus increasing revenue. With the emergence of smart phones, tablets and other high tech gadgets, organizations must keep up with the times and allow access to their content where their members want to access it.

3 Types of Digital Conversion

Since there are new gadgets coming out seemingly each day, it’s hard to keep up with how your content should be delivered. Here are some of today’s emerging conversion methods:

  1. eBooks: Members love the convenience of being able to leave their laptops at home and simply take their iPad or Kindle Fire with them on the go. If tablets are popular among your membership base, converting your content into an eBook format will ensure the best viewing experience on these devices.
  2. Digital Publishing Platforms: Chances are your association has gathered A LOT of valuable content from annual conferences and publications over the years. Making sure all this content is available in one place makes it much easier for members to find what they are looking for quickly. Digital publishing platforms are perfect for associations with a lot of content who are looking for the best way to organize it.
  3. Mobile Apps: Mobile apps are a great way to ensure your association content is always top-of-mind. Think about how many times a day you pick up your iPhone and see the apps on your home screen. Creating an app for your association’s content will ensure that your members see your brand at least once a day (or, if you’re like me, multiple times a day)!

Content Conversion Considerations

Your number one consideration should be what devices your members are using to access your association’s content. If you want to attract younger members, they are probably accessing information via their mobile devices. The Point: Deliver content to your members however they want it.

Free Download: Online Content Access Strategy


About Sara Olbrantz

Sara has worked for Omnipress in the past as our Marketing Communications Coordinator. She has contributed a great amount to make our blog what it is today and has been published in association publications numerous times.

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