Digital Publishing: Have You Got The Winning Formula?

digital content winning formulaWhen it comes to digital content, there are a number of methods publishers can use to boost their chances of success. But publishers need to think beyond the familiar formulas, algorithms and processes ‘guaranteed’ to attract advertisers and inspire users to keep reading, clicking and scrolling.

As an article on Talking New Media explains, while content distribution practices are well-established, they are also extremely volatile.

The basic formula for positioning digital content is based on three key variables: the value of a site’s page views; the length of each page view; and the cost of attracting new users to a website. Sounds simple, right? Only problem is, it’s anything but. It’s hard enough to learn the formula, let alone replicate it time and time again.

Digital publishers need to keep their content fresh and cost-effective – and that means creating a formula that is unique to their business. Here are the three main elements to consider.

  • Visibility and profitability: Make sure each piece of content has a value attached to it based on its marketability. Focus on the topics and formats with the highest associated advertising rates.
  • Page views: Optimise the value of every page view – not just through advertising, but through quality of content too.
  • Page value: Increase the value of each page by focusing on stickiness, relevance and timeliness. Content needs to be engaging, so choose the right format to fit the content. For example, videos, lists and quizzes are often high on the audience engagement list.

One of the most important things to remember is to remain vigilant. Don’t forget about content once it’s been published. Industry guidelines change just as quickly as the market, and what works today might not work next week. So, keep your formula fluid and be ready for whatever the market throws at you.

Date Published : 05th of April 2017

Steve Odart

Published by : Steve Odart

About the Author : Steve Odart is the founder of Ixxus, with 28 years experience in the publishing industry. He started life at the London College of Printing, following his grandfather into the printing industry. He spent many years working with Quark through its launch of Quark XPress, and the Quark Publishing System, before setting up a publishing division within one of the UK’s largest Sun Microsystems Resellers. He then joined Oracle, as EMEA Business Development Director – Publishing and Media, prior to founding Ixxus in 2004. Steve has an extensive knowledge of publishing past, present and future, and has worked with the majority of the largest global publishers in his career to date.