There is no denying that the world of publishing has changed with the introduction of the Internet. Many people have assumed that the publishing industry is slowly becoming a thing of the past and that it’s dying, but they couldn’t be more wrong. Just because it’s changing, doesn’t mean that it’s going anywhere. In fact, companies are now finding it easier to target their potential customers via the Internet – as long as they do it in the right way. They are getting much more success with their online content, and that in turn in causing their business to grow.
While paperback books and traditional magazine and newspaper sales might be diminishing, digital sales are booming, and now is the time to take advantage of that. And there are a number of ways in which you can do this – all you need to do is to work out which is the best way for your company. You may need to experiment with trial and error, but the time and effort that you put in will be worth it in the long run.
So what is available to you?
First of all, there are eBooks, which are selling increasingly well every single day, then there are online publishing tools, and of course there are flipbooks – which are becoming an ever popular method for marketing and information sharing alike. While the shift hadn’t fully gone totally digital, and there are a lot of people who still prefer to only read paper, this is a change that you must get involved with if you wish to help your business.
The main benefits of publishing digitally include:
- Global Reach – using the Internet means that you can reach a much wider audience, targeting people that you hadn’t even considered could become your customers. It allows you to gain a worldwide customer base without even having to worry about overheads and extra costs, and it also allows you to target the right people too, ensuring that you are getting a lot more from your money (or time and effort, if it’s free).
- Multi Platform – people access the Internet every single day from all kinds of platforms. According to Internet Live Stats, there are currently 3,424,971,237 Internet users worldwide, using their computers, their mobile phones and their tablets to look at websites – which means that there are ample opportunities to get your message across. People are never without the Internet these days, which means your content is accessible from anywhere – this is a huge shift from paper publishing which relied heavily on the right people being in the right place.
- Costing – with Internet publishing, you don’t have to worry about the cost of paper and printing, which means that you can use your budget to ensure that your message is received by the right people instead. You can also be more creative with your content, making it much more exciting for your customers and potential clients – after all, you want to stand out in the crowd!
- Multi Media – advertising now no longer needs to stick to just the one medium. Within one ad, you can include text, images, audio, and video – creating one of the most interactive experiences going. The quicker that you grab the attention of your audience, and the longer that you keep it for, the more likely you will be to get a sale from it – making money is the end goal of everything you do.
- Social media – and of course, you cannot discuss the benefits of online publishing without including social media. People will not check your website every single day to see what you’re selling and what has changed, but they will be looking at their social media accounts. According to Digital Trends, American’s check their various accounts 17 times a day – that’s a lot of time that your message can be seen. So get yourself a Twitter account and a Facebook page, and even consider taking advantage of the paid targeting advertising options that they have on offer for you. It is a market that you would be mad to miss out on.
So, what are the pros and cons of the different types of online publishing, and how can you use them to your advantage?
Nowadays, almost everyone has some form of eBook reader – whether that be a Kindle or a Nook, or even just the app on their PC. Although a lot of people still prefer to purchase a paperback or hardback, to have something to hold in their hand, the instantaneous option of making the payment and having the book right away is starting to win out.
Publishing an eBook might be something that fits in really well with your company – it may be a great way to market what you have to offer in a unique and exciting method. You can either use it to display how your services work in a ‘How To’ manual, or you can weave it into a plot somehow, using your imagination – the possibilities really are endless.
However, the downside of eBooks is that people have to click on them to buy them – they have to be really interested in what you’re saying to them. There is also no guarantee that they will read the entire thing, and that your message can be lost. Images, video and audio can be used in the eBook format, but it often isn’t because it can cause some issues on some devices.
An informative newsletter or magazine can be created using flipbook technology – which allows for a very interactive experience. Not only can you include hyperlinks and multimedia, you can also make the pages expandable with captions and extra information.
These magazines are far cheaper to create than paper ones, and they have a much greater worldwide appeal – especially when you consider that they can be read in almost any language. They can also be used as informative only, or to heavily promote something that you’re trying to sell. The aesthetically pleasing look that these online magazines have is one of the best things about them – as is the view counter. You can get insights into exactly how many people have viewed your magazine, and how many clicks it has had – giving you a good idea into what works and what doesn’t. This can lead to much better marketing in the future too, which is exactly what you need. After all, there is no point in spending all your time publishing content that really isn’t working for your business.
The downside is that people will of course need to take the time to click on your magazine to read it – which means that it needs to be attention grabbing and attention keeping too. People don’t have a long concentration span whilst online, so you will really need to stand out in an overly saturated market. As long as you include content that is attention grabbing and very exciting, this shouldn’t be an issue for you.
A blog is a way for people to read what you have to say for free, and is becoming an increasingly popular way for people to attempt to draw in new clients. These blogs can boost your search engine rank and can give you instant feedback from your customers, but it can also be very time consuming and take a lot of effort. Because you will need to consistently come up with new and exciting information for your customers, you may need to employ someone new, or a contractor, just to keep on top of this for you. After all, if you aren’t blogging something that people will want to read – they just won’t read it.
So as you can see, the world is moving into a digital age more and more every single day, so even if it is something that you have managed to avoid so far, it might be time to bite the bullet and to just get on with it. After all, every single one of the future predictions when it comes to the publishing industry, suggest that it will head further into that direction.
But don’t see that as a bad thing.
After all, researchers at The Guardian believe that not only does this give smaller companies a chance to fight and stand out against the bigger ones – which has been a struggle for many, many years – but also that all content and advertising will become increasingly personalised, meaning that you will no longer waste any money splashing out on an ad for everyone to see – it will only be seen by those who care, and who actually might have an interest in what you have to say. Once you have created your eBook or online magazine, you want that time and effort to be rewarded, and you want it to be seen by people who will go on to become your customers, and that is what this new targeted content will do.