To communicate with their target, companies use several channels. These include traditional media, electronic media, the Internet and people-to-people channels (home visits, stands, conferences, etc.).
Carrying out a campaign that makes it possible to reach its audience through these different communication channels was previously a very tedious task. However, multichannel publishing has revolutionized the content distribution process. What is it about ? What are the advantages ? Why adopt it? How to implement it effectively? In this guide, find out everything you need to know about multichannel publishing.
What is multichannel publishing?
In a simple way, we could define multichannel publication as a communication strategy that consists of publish content through multiple channels at the same time. However, most marketers point out that there is much more to multichannel publishing than just delivering the same message across various digital and physical platforms.
In fact, for the message to reach its target effectively, it is important to adapt it to each channel. It can be exactly the same content, an excerpt or a slightly edited version. The real challenge is to be able to make such a publication without wasting time.
How to effectively implement a multichannel publication?
For effective multichannel publishing, it’s important to centralize your business. You can for example use Dita Publisher to manage your multichannel publication optimally. This is a module that allows you to create content in different formats and distribute them automatically via the different available channels. By using this process, you don’t risk getting lost in designing and publishing your posts.
Depending on the form of the desired content, any content manager must work with professionals such as:
- Publishers (audios and videos);
- Graphic designers;
- Web designers …
It is important to make all these collaborators work – as far as possible – from the same module. This saves you a lot of time. DITA Publisher integrates, for example, many tools (InDesign Server, Adobe InDesign…) Which facilitate the creation and management of content.
Why adopt multichannel publishing?
There are many reasons why multichannel publishing is a must for content creators. She allows to maximize the return on investment of your content creation. You publish your content very quickly on all the channels relevant to your business. You thus reach your target optimally. As a result, you gain more leads.
On average, 55% of website visitors spend no more than 15 seconds on the site. We cannot therefore publish content in one place (your website blog for example) and hope to generate many prospects. On the other hand, when you rework your content to publish it on different channels, you maximize the number of prospects that it is possible to acquire. You will find in this article software to easily create XML files that can be used to customize the document models to be published on your various communication channels.
What are the most suitable channels for a multichannel publication?
Thanks to various technologies such as HTML, JSON or XML, it is possible to provide data to several applications at the same time in a multichannel publishing context. Thus, you can configure your content to share them in several places such as:
- Your blog (or an external blog);
- Your mobile applications ;
- Your newsletter by e-mail;
- Your social media channels …
It is also possible to choose the written press or the social media of your brand ambassadors. In-store kiosks, and even print catalogs are also some of the channels that can be integrated into a multi-channel publishing strategy.
In summary, multichannel publishing is very useful for content managers. A tool like DITA Publisher should be used to centralize all the tasks to be performed. Thus, you save time, you provide quality content to your target audience and you acquire more qualified prospects on a daily basis.