1. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
Seven Smart Digital Publishing
Ideas
Carolyn Morgan
Penmaen Media
@carolynrmorgan
27 September 2016

2. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
About the Presenter
Carolyn Morgan
Carolyn has over twenty years experience
launching, growing, buying and selling specialist
media businesses across print, digital and live
events. Carolyn now advises publishers large and
small on their digital strategy and writes and
speaks on digital publishing strategy.
@carolynrmorgan
www.penmaen-media.co.uk
carolyn@penmaen-media.co.uk
https://www.linkedin.com/in/carolynmorgan
07887 625229

3. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
Digital is revolutionising publishing
• Mobile first
• Everyone is an editor
• Social sharing
• Visual beats text
• International reach – and competition
• Tech giants set UX standards
• New competitors, new rules
• …..publishers have to evolve or die

4. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
1. Invite readers to share content
• TES
• Allrecipes.com
• Accounting Web
• Provide online
publishing platform
• Reward contributions
• Enable networking
• Authentic content
• Build loyalty

5. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
2. Embrace social distribution
• HBR
• AJ+
• Economist
• Martha Stewart Living
• Experiment and spread
the risk across platforms
• Build brand authority
• Drive back to your site
• Capture emails

6. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
3. Learn to play with video
• AJ+
• Hearst
• DHP video mags
• 75% of mobile traffic will
be video by 2020
• Facebook & Snapchat
have 8 billion views each
• Captions, short form,
vertical format
• Interviews, reviews, how-
tos……

7. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
4. Build mobile first products
• Espresso
• Quartz
• Popsugar
• Over half of browsing,
largely smartphone
• Simple UI
• Bitesize, relevant, timely,
shareable content
• Learn from user behaviour
and analytics
• Entry ramp to other
products

8. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
5. Help your audience learn
• TES Institute
• RCNi Learning
• Craftsy
• Pick and choose modules
• Individual prices or
subscription
• Range of price points
from £15-£9000
• Collaboration with
educational orgs
• Online only or mixed with
F2F

9. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
6. Get closer to the sale
• Dennis buyacar.co.uk
• Allrecipes.com
• Jewellery maker home
shopping
• Marketing reach
• Import e-commerce
expertise through
acquisition or
partnership
• Buyers guide content
• Coupons at point of sale

10. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
7. Help advertisers go native
• Quartz
• Accounting web
• Understand advertisers
objectives
• Dedicated
editorial/design team
• House style with
standardised elements
• Clear labelling
• Track analytics

11. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
Seven smart digital publishing ideas
1. Invite readers to share content
2. Embrace social distribution
3. Learn to play with video
4. Build mobile first products
5. Help your audience learn
6. Get closer to the sale
7. Help advertisers go native

12. InPublishing Top Tips webinar series
Seven Smart Digital Publishing Ideas…
Seven Smart Digital Publishing Ideas
Thank you
Any questions?
Carolyn Morgan
@carolynrmorgan
www.penmaen-media.co.uk
carolyn@penmaen-media.co.uk
https://www.linkedin.com/in/carolynmorgan
07887 625229