Publishers explicitly need to define and implement a digital publishing strategy in highly competitive & evolving online business environments for the following reasons:

a) to exploit varied income streams

b) to evolve with the ever-changing landscape of publishing industry

Research indicates necessitating digital publishers to be agile, forge new connections from customers standpoint, establish and generate new & improved revenue streams.

Modern digital technologies with enhanced data collection and ad targeting technologies can enable publishers to connect their target audience more directly and add to their revenue streams.

The following are a few digital publishing strategies that assists to help improve revenue for publishers:

a) Identify & Know your target audience:

Publishers need to identify the right audience and further expand their reach via audience base. While devising digital publishing strategy, while the strategy must include to generate new audiences, there should also be aspects to look into the existing audience, which has been the greatest asset to till date.

Asking readers to subscribe to the website, newsletter or blogs are a few ways. A free subscription at times for a limited period will make a significant difference. Subscription forms do come handy that assists to collect data on demographics and reading preferences too. All these will foster engaging experiences in establishing connections with audiences with personalised messages, who will become the source of sales leads and have the most likely possibilities to become repeat customers in the form of facilitating prospective sales customers and repeated ones based on active and attractive offers to remain a part of the database for target customers.

A free issue of a magazine or a few articles in the journal at times, to these audiences from the database, will further enhance the options of a possible sale.

Once there is an established database, customers who have actually seen the offerings on any digital platforms, marketing can be continued till there is a prospective sales happening.

b) Engage with Readers for generating better experiences:

Once the audiences are identified, align the digital publishing strategy with the requirements and expectations of the target audience in order to generate the type of content in offering the best of your services/products.

Digital analytical tools provide detailed insights in identifying the pages that have more visits, what book titles are being searched/read more, the articles that are frequently being accessed/read, videos that are being watched frequently, newsletters that are being downloaded and any further interesting links. The digital strategy should include your offerings to match the requirements of the target audience so as to prosper better engagement and generate better reading experiences.

Outreach in Social Media is a key aspect in the digital strategy that needs to be included and to have open conversations with readers in having better engagement, social media platforms play a dominant role. The interactions on various platforms will help identify the customer requirements in a much more elaborate manner so that where possible, product changes can be taken up and can be incorporated from time-to-time.

Customer reviews form the basis in analysing the performance of the product/offerings in the form of what is working and what is not?

End goal is to identify the requirements and tweak offerings to foster sales and consequently improve revenues.

c) Invest in Context (including advertising options):

One of the best ways to reach target audiences is to invest in contextual ads with major platforms of Google, Facebook and likewise.

Further, related blogs may be put into use to advertise the offerings.

New leads will be generated who might turn out to be prospective sales, at a later stage.

d) Improvise and implement paywalls:

Paywalls assist to generate additional revenue from content inventory as paywall content is available only for the readers/users who are willing to pay, in order to access the content.

For example, research journals: the gist can be offered for free, in the form of pointers, which will increase the curiosity of the target audience, which then can be offered as a further section of the article/publication in the form of subscription and pay to access.

Offering high-quality and unique content always works and including these paywalls as a part of the digital publishing strategy will work in wonders.  While the free content being accessed from a bait to the readers, access to the archives or specific sections of the articles for a specific period of time could be offered after which readers would have to make a purchase, thus making readers more likely to convert into paying customers.

e) Disseminate responsive digital rich content forms:

Content consumption is substantially increasing with the rise of internet usage and the easy and cheaper availability of smartphones, especially on mobile devices.

In order to provide better reading experiences, ensuring online content to be responsive in nature across various formats, will ensure uniform access across devices that fits in with the screen size of the device.

Conclusion:

The Internet has paved several avenues to improve and streamline their revenues for digital publishers. Digital publishers can focus on attracting customers/target audiences via their own platform, through contextual advertising, making use of relevant third-party websites/blogs.

There is indeed loads of content available on the internet and offering high-quality content that is engaging, credible and relevant to the target audience requirements is the key.  Retaining the loyalty of existing audiences is a must as a part of the digital publishing strategy.

Aim to increase your audience in making use of modern data collection mechanisms, understanding like and dislikes, fine-tune content offerings all meeting to the expectations of the target audience which assists in developing a positive and prospective brand.

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