The State of Digital Publishing – How digital publishing is becoming a major component for the modern marketer

What is digital publishing and what can it do?

Digital publications are independent pieces of online interactive content with their own URLs. They’re typically between 6 and 16 pages and used for communications collateral such as brochures, annual reports, white papers, corporate magazines, and more. Their unique linear composition helps to enhance comprehension and the ability to retain information.

 

Unlike PDF or print, digital publications are measurable, mobile-friendly, and can contain immersive media like video. They also allow you to stay in control of distribution, realize SEO benefits, and achieve new levels of security.

 

In a nutshell, digital publications are a modern way to create powerful business documents and marketing collateral for every stage of the buyer’s journey.

 

 

What can it do for you?

Make your messages stick

The web is a crowded place and attention spans are getting shorter. With rich animations, stunning imagery, and fullscreen background videos, digital publications allow you to create visual content experiences designed for maximum impact.

Increase lead volume and quality

Gather more accurate lead data from your visitors by gating your publications with LinkedIn or Facebook. When users access your content via social login, you get information directly from their profile and it syncs right to your CRM.

Land more customers and drive bottom-line results

Close more deals with a first-class, interactive content experience prospects are not likely to forget. Digital publications make your sales collateral visual, snackable, personalized, and measurable.

Energize and align your employees

Turn your internal communications around with immersive content your employees will look forward to. Convey vision, create buy-in, and get your entire workforce excited about your company’s objectives.

 

The decline of PDF for marketing and communications

Adobe introduced the portable document format (PDF) in 1993.For the first time, Windows and Mac users were able to exchange documents without worrying about compatibility.

 

PDFs are fixed-layout documents. Regardless of what device, operating system, or screen size a reader uses, a PDF always renders exactly the same. This, however, makes them exceedingly difficult to use on mobile devices, usually requiring zooming in and panning around.

Furthermore, PDFs cannot collect data. In an age where it’s of vital importance that communication professionals carefully measure, track, test, and optimize their content, PDFs fall short.

 

Digital publications solve both of these problems by infusing documents with web technology. Rather than utilizing a fixed layout, they adapt to various screen sizes, always offering a premium reading experience. They also provide insights into every detail of user behavior with analytics and event tracking.

 

 

Web sites versus digital publications

Both web sites and digital publications use HTML, CSS, and JavaScript. However, there are fundamental differences between the two.

 

Websites are an important pull medium. They’re the place where visitors who are actively looking for you can find general information about your company and its offerings.

But websites are often overburdened with content and complex navigation structures. Every page is linked to every other page much like an unruly spider web (it’s where we get the term the web).

 

A digital publication, on the other hand, has a single-path navigation structure to guide your readers in a linear fashion. This keeps your readers engaged for a longer time and increases their ability to retain what they read.

 

The future of digital publishing

Content consumers are changing their habits. Old formats like PDF don’t work anymore. Attention spans are getting shorter. People read less and skim more. They spend only seconds before moving on to the next thing.

It’s more essential than ever that you find a way to stop readers in their tracks.

Interactive digital publications provide communication professionals with the opportunity to make their sales and marketing collateral more engaging and effective using visuals, rich media, and interactivity — and by making continual data-driven optimizations.

 

DHD produce online magazines, white papers, digital brochures, interactive annual reports, interactive newsletters, interactive event guides, course brochures and staff magazines. If you would like to know more, speak to either Dan Hellewell or Ben Scotton on 01322524800 or email us: studio@dh-design.co.uk