10 keys to successful digital transformation

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InPublishing Top Tips webinar series 10 keys to successful digital transformation… 10 keys to successful digital transformation Carolyn Morgan Penmaen Media @carolynrmorgan 13 April 2016

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Page 1: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

10 keys to successful digital transformation

Carolyn MorganPenmaen Media

@carolynrmorgan13 April 2016

Page 2: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

About the PresenterCarolyn 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.

@carolynrmorganwww.penmaen-media.co.ukcarolyn@penmaen-media.co.ukhttps://www.linkedin.com/in/carolynmorgan07887 625229

Page 3: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

Digital transformation is tough• Readers still like print products• New audiences want relevance• Digital content has to be personalised and mobile-

friendly• Editorial teams have to change everything• Have to acquire new skills• People expect free content• Display advertising model is broken• …..but huge rewards for getting it right

Page 4: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

1. Glean audience insights• Segment your audience• Listen carefully• Understand their pain points• Tap into emotions• Build on your strengths;

adapt for digital• Create a user group• Keep them involved

throughout NPD process• Customer service key source

of insights

Page 5: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

2. Shift content online• Deeper content online

for specialist sub-groups• Audio, video, galleries• Infographics, checklists,

flowcharts• Downloadable PDFs• Add value for

subscribers: digital library

Page 6: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

3. Rethink role of print• Adds value as stand

alone product• Read this and you are

fully briefed• Guide to enhanced

digital resources• Reflective analysis on key

news issues• Cover stories can launch

a debate

Page 7: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

4. Create a free/social layer• Attract new readers• Promote via social

media• Encourage debates and

involvement• Sample the quality of

subscriber content• Make it mobile friendly

Page 8: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

5. Engage with your audience• Expert Q&As• Campaigns• Reader contributions• Share best practice• Polls/surveys• Blog competition• Live events comments• Twitter discussions

Page 9: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

6. Identify valuable content• Buyers guide/ reviews• Best practice/CPD• Exclusive interviews• Infographics/charts/

flowcharts/checklists• First person stories• Practical advice, tips,

technique• Create premium

packages

Page 10: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

7. Love your analytics• Where do readers come

from?• What gets read?• What gets downloaded?• When do people read?• What provokes

comment?• What gets shared?• What is clicked on?• Keep learning & iterating

Page 11: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

8. Reinvent ad proposition• Help advertisers to

communicate with audience• Awareness/thought

leadership through bespoke content

• Generate consumer response or B2B leads with premium content

• Provide quality data and insight

• Reduce reliance on display advertising

Page 12: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

9. Step up your marketing• Segment audience carefully• Promote your free content

via social & third party channels – new prospects

• Create incentives for email registration

• Upsell to paid subs by email• Account team for premium

and corporate subscriptions

Free/Social: awareness/trial

Registration:content sampling

Paid subs:engage

Premium subs:nurture

Page 13: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

10. Build new teams, add new skills• Engage teams in the change

process• Reinvent workflow for digital

first• Embrace your techies: in-

house or outsourced• Develop or hire in new skills:

data, audiovisual, graphic, product management, NPD

• Challenging process, not all will come with you

Page 14: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

10 keys to successful digital transformation

1. Glean audience insights2. Shift content online3. Rethink role of print4. Create a free/social layer5. Engage with your audience6. Identify valuable content7. Love your analytics8. Reinvent your ad proposition9. Step up your marketing10. Build new teams, add new skills

Page 15: 10 keys to successful digital transformation

InPublishing Top Tips webinar series

10 keys to successful digital transformation…

10 keys to digital transformationThank you

Any questions?

Carolyn Morgan@carolynrmorgan

[email protected]

https://www.linkedin.com/in/carolynmorgan07887 625229