10 keys to successful digital transformation

10 keys to successful digital transformationCarolyn MorganPenmaen Media@carolynrmorgan13 April 2016

InPublishing Top Tips webinar series10 keys to successful digital transformationAbout 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.

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

InPublishing Top Tips webinar series10 keys to successful digital transformation10 keys to successful digital transformationHow can a traditional B2B or B2C print publisher transition to a digital-first media business? As reading habits are revolutionised by technology, the pressure for digital transformation is growing. But how can you take your content, audiences, advertisers and teams with you on this perilous journey?In this webinar Ill share with you ten keys to a successful digital transformation, drawn from the experiences of a wide range of media businesses.

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Digital transformation is toughReaders still like print productsNew audiences want relevanceDigital content has to be personalised and mobile-friendlyEditorial teams have to change everythingHave to acquire new skillsPeople expect free contentDisplay advertising model is broken..but huge rewards for getting it right

InPublishing Top Tips webinar series10 keys to successful digital transformation

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1. Glean audience insights

Segment your audienceListen carefullyUnderstand their pain pointsTap into emotionsBuild on your strengths; adapt for digitalCreate a user groupKeep them involved throughout NPD processCustomer service key source of insights

InPublishing Top Tips webinar series10 keys to successful digital transformation2. Shift content online

Deeper content online for specialist sub-groupsAudio, video, galleriesInfographics, checklists, flowchartsDownloadable PDFsAdd value for subscribers: digital library

InPublishing Top Tips webinar series10 keys to successful digital transformation3. Rethink role of print

Adds value as stand alone productRead this and you are fully briefedGuide to enhanced digital resourcesReflective analysis on key news issuesCover stories can launch a debate

InPublishing Top Tips webinar series10 keys to successful digital transformation4. Create a free/social layerAttract new readersPromote via social mediaEncourage debates and involvementSample the quality of subscriber contentMake it mobile friendly

InPublishing Top Tips webinar series10 keys to successful digital transformation5. Engage with your audience

Expert Q&AsCampaignsReader contributionsShare best practicePolls/surveysBlog competitionLive events commentsTwitter discussions

InPublishing Top Tips webinar series10 keys to successful digital transformation6. Identify valuable content

Buyers guide/ reviewsBest practice/CPDExclusive interviewsInfographics/charts/flowcharts/checklistsFirst person storiesPractical advice, tips, techniqueCreate premium packages

InPublishing Top Tips webinar series10 keys to successful digital transformation7. 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

InPublishing Top Tips webinar series10 keys to successful digital transformation8. Reinvent ad proposition

Help advertisers to communicate with audienceAwareness/thought leadership through bespoke contentGenerate consumer response or B2B leads with premium contentProvide quality data and insightReduce reliance on display advertising

InPublishing Top Tips webinar series10 keys to successful digital transformation9. Step up your marketing

Segment audience carefullyPromote your free content via social & third party channels new prospectsCreate incentives for email registrationUpsell to paid subs by emailAccount team for premium and corporate subscriptions

Free/Social: awareness/trialRegistration:content samplingPaid subs:engagePremium subs:nurture

InPublishing Top Tips webinar series10 keys to successful digital transformation10. Build new teams, add new skills

Engage teams in the change processReinvent workflow for digital firstEmbrace your techies: in-house or outsourcedDevelop or hire in new skills: data, audiovisual, graphic, product management, NPDChallenging process, not all will come with you

InPublishing Top Tips webinar series10 keys to successful digital transformation10 keys to successful digital transformationGlean audience insightsShift content onlineRethink role of printCreate a free/social layerEngage with your audienceIdentify valuable contentLove your analyticsReinvent your ad propositionStep up your marketingBuild new teams, add new skills

InPublishing Top Tips webinar series10 keys to successful digital transformation10 keys to digital transformationThank youAny questions?

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

InPublishing Top Tips webinar series10 keys to successful digital transformation