In June, the PublishThis customer the Association of Business Information and Media Companies hosted an event – “The Intersection of Information & Technology”. PublishThis CEO Matt Kumin moderated a panel called Building the Content Factory of the Future with a group of noted B2B executives from the National Journal Group, SHRM (Society for Human Resources), and Hanley Wood. They discussed how their businesses are handling the blend of technology with their editorial staff to create better workflows while eliminating costs and leveraging technology in a smart way.
See this informative session below or scroll down for our highlights of the discussion.
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One of the greatest challenges publishers face when blending humans and technology is at the editorial level. As Andrew Reid of Hanley Wood noted, the editors need to embrace some changes in how they work. Instead of thinking like an editor, they need to focus on creating an engaging brand experience. In this content-cluttered world, editors are now ‘arbiters of relevance’ for their audiences and they need to embrace that concept to support their brand mission.
Delivering The Right Message At The Right Time
Jessica Perry of (PublishThis customer) SHRM added that it’s not just about getting the content out there, it’s about breaking down the silos. While you may have content creators across your company, getting all parts of the organization to think and work together makes all the difference. Her focus was on ensuring her team was targeted on the users from the beginning to the end of the day, always keeping them in mind for the right experience. National Journal Group’s Krystle Kopacz echoed that content operations shouldn’t be siloed. As for getting the right content to the right audience at the right time, especially on social media, she notes that a human component is necessary even though the process can include automation. For instance, Kopacz brought up the National Journal’s 5 mobile apps. They have a tool that sends notifications to users when updates that might interest them appear on their website, helping drive regular engagement. The content is created by editors but the technology helps bring the audience to it.
How Data Factors In
Across the board, the executives agreed that data absolutely influences how their content gets created (a key tenet of Big Content). The goal is to create a rich experience for their audience, finding a way to surround their day, as Perry from SHRM put it. Understanding both the audience and the channels is key to really creating the best content. This full experience, Perry continued, is not just providing more content, but also telling the audience what else is going on – other educational opportunities, such as books or professional development events. It should be a contextual journey; if they’re at an event, feed them more information that is related to their interests at that time. Ideally, all systems would work together – the CRM, Marketing Automation tools, and the CMS. The data would pass freely between the systems, informing each component so that offers are tracked more effectively, and the total experience could be evaluated. Reid pointed out that they found with shared content teams working on cross-coverage, that multiple articles didn’t need to be created, and that one article could be “customized to suit each brand.” Since the audience moves between Hanley Wood’s brands, they factor that into their content as well. “It offers the promise of more personalized content,” he noted. The other benefit of that data is segmentation. That information can be provided to advertisers, allowing for better demand generation and more targeted ads. And, of course, content can be customized per segment.
How can it scale?
Publishers are already strapped for resources dealing with changes in digital and print media. Editors have an ever growing list of things to do. But with the right technology helping do some of the research editors are currently performing, they are able to focus on creating targeted content that resonates with the audience. Production time is reduced dramatically, which allows for more time to explore other revenue streams and find even more ways to get the right content to the right audience at the right time.
Ready to learn more about how PublishThis can help you build better content more often for all of your digital channels? Schedule a demo today.