Content Communication + Distribution Strategy for Print and Digital
Is your content versatile? If you want to reach as many people as possible, it should be.
Whether you create invoices, spreadsheets or promotional materials, the most accessible content lives in several places at once. No two customers or clients are exactly alike, and each has their own preferences for content consumption. When considering print vs. digital, keep your content eggs in more than one basket to improve your content distribution strategy.
Tangibility Vs. Convenience
The beauty of printed content is that your stakeholders have something tangible to keep. There is a unique appeal to traditional mail because it gives stakeholders something physical to hold on to, which feels more personal than pixels on a screen. High-quality ink and paper are small touches that make a palpable difference when it’s time to read the mail.
On the other hand, sending a piece of content through an email or text has its own advantages. Many people are trying to live as paper-free as possible and consequently spend much of their time glued to screens. Mobile devices are constantly improving their displays because consumers are so connected to these windows into the digital world. This illustrates the need to reach people strategically through digital channels as well.
The Power of Presentation
A skilled content creator has the ability to make a print piece look like a work of art. Simply putting thought into the text layout goes a long way towards transforming a piece of paper into something more memorable. Not everyone will notice such details, but print makes it easier to catch people’s attention even on an unconscious level.
Digital communications, on the other hand, are a natural complement to print. Most content that looks great on paper will have a similar effect on a screen. Content creation begins at a computer (even for print), so a designer knows exactly how a piece of digital content will appear on someone else’s screen. What’s more, digital content can be interactive, even if the only addition is a link to a website.
If someone has already seen your brand’s messaging in print, the digital version should support and reinforce that messaging. It’s easier for a person to remember a piece of content when he or she sees it repeatedly. A multifaceted communications strategy for print and digital – omni-channel delivery in industry speak – uses both types to complement each other.
Flexibility Begins With A Plan
As simple as it seems to deliver a piece of print or digital content, there are never any guarantees that your recipient will lay eyes on it. This means your company needs to create more content more efficiently to increase customer impressions. It takes a flexible platform to create content on the fly in a variety of formats, but companies such as Venture Solutions make it possible.
Of course, the most important thing when it comes to content delivery is to have a plan. This plan should outline how you will use print and digital communication channels in tandem, ideally creating the true omni-channel experience consumers now expect. With a cohesive vision, it’s easier to provide content frequently for your clients and customers. You also make your own job easier, because having the tools to create content that can live anywhere simplifies time-consuming tasks.
Expand Your Capabilities
Improving content flexibility is easy to discuss, but implementing new processes often requires large, strategic overhauls. When you need experts who understand print and digital content delivery and how to create pieces that can live anywhere, Venture Solutions has you covered.
Want to learn more about improving your content capabilities? Check out our blog post, “What Is Brand Identity and Why Is It Important?” to see why something as simple as a font choice can have an impact on people’s perceptions of your brand.