Skip to main content

How G-W Increases Customer Satisfaction (and profits) with DIGITAL FIRST Content

Drag-and-drop activity from one of G-W's Tizra-hosted digital textbooks shows how digital-first puts readers first.

For most publishers moving to digital, the best strategy is usually to start with their existing print catalog.  Consultants may deride this as a “shovelware” approach (meaning you’re just shoveling print content online), but the truth is it’s the shortest path to getting live with a good quality product, and beginning the process of learning what works and doesn’t work for your readers.

Once this is underway, however, it makes sense to start thinking more strategically about digital first content.  What do we mean by digital first? We think of digital first content as material that was born digital, i.e, developed from the outset to take full advantage of the possibilities offered by digital delivery, rather than tacking digital features on as an afterthought.

Digital-first content enables publishers to do more for the customer.  For example, educational publisher Goodheart-Willcox (G-W) recently introduced interactive editions of textbooks that include digital-first content such videos, rich animations, interactive diagrams and illustrations, drills such as e-flashcards and games, as well as self-assessments. The company has moved its digital content creation upstream in its production workflow and now begins with digital in mind, teaming book authors and multimedia specialists in close collaboration.

“We are a customer driven company with a rich history of providing excellent quality content,” says Shannon DeProfio, Vice President, Publishing for Goodheart-Willcox. “So when our customers told us they wanted more, we quickly moved to deliver more robust, interactive content that supports their efforts in the classroom and provides a more effective learning resource.”

In support of these efforts, G-W wanted to leverage their strong in-house digital team and subject-matter expertise, while avoiding the distraction of unnecessary software development.  Going beyond their initial efforts to take books online, G-W is now using the Tizra digital publishing software to create interactive editions that bring together a wide range of internally and externally developed digital-first content, including content from its companion websites and online courses.

“With Tizra, we can put our digital assets exactly where they need to be and can control who has access very flexibly,” said Julia Seliga, G-W’s Digital Media Manager.  “What it comes down to is Tizra helps us build the kind of engaging and exciting products customers love.”

So why should you think about digital first?  Here are some points to consider:
  • Digital-first content makes all kinds of content more engaging, and makes educational and professional content more effective.  Readers stay involved longer, and come back more often, helping you to build your online audience.
  • As competition and the pressure to lower prices increase, providing a premium experience through digital-first content allows you to maintain your profit margins and even increase them;
  • As consumers fully adopt digital technologies throughout their day, in the form of games, consumer websites and other high-production-value digital experiences, their expectations get steadily higher for levels of interactivity and rich media;
  • More and more leading publishers are making the strategic choice to provide digital-first content.
To learn more about how Tizra can help you deliver digital-first content or request a demo, contact us today.  Or, read the full Goodheart-Willcox case study here.

Comments

Popular posts from this blog

2018 Tizra User Summit: What We Learned by Meeting Our Customers Where We Are

They say you should "meet your customers where they are." Well, for Tizra's 4th annual user conference we decided to take a chance and do the opposite. Instead of going to Chicago or DC, where Tizra customers are concentrated, we bet on hosting in our home town of Providence, RI. It's not that we don't love Chicago and DC, but we really felt we could do something special with the home field advantage. As it turns out, we were right.

The Tizra user community is a silo-busting mix of creatives, technologists, content strategists and executives, who share the goal of building, engaging and generating value from audiences with digital content. For this crowd, we didn't want a sterile conference facility. We felt that by giving them a place they could really connect with, we'd help them connect with each other. Providence, with its vibrant tech and design scene, walkable downtown, and non-traditional venues, provided just the funky catalyst we were looking fo…

What Einstein Taught Us About Searching Inside Publications

When the Collected Papers of Albert Einstein went live on Tizra a few years ago, it was a huge step forward. Suddenly, anyone anywhere could search and access the output of one of the 20th Century’s great minds…from love letters to breakthrough articles that changed how we think about the nature of time and space. But the project also showed the limits of traditional tools for searching within large, complex publications. These limits sparked a collaboration with Princeton University Press and Einstein Papers Project editors, which this year resulted in a dynamic new search interface, which we’ll be demonstrating in a Webcast Friday, December 15 at 1pm ET. The interface not only makes it easier for Einstein researchers to home in on relevant content on both mobile devices and desktops, it points the way toward faster, better searching within a wide range of publication types, from reference books to periodicals, technical documentation and standards to textbooks. Click To Register for…

Case Study: ABC-CLIO Upgrades to a Mobile-First eBook Site... While Keeping an Eye on Value

“Tizra’s support for cutting-edge web design was a key factor in our decision. They enabled us to achieve a modern, mobile-first user experience that fits our profile as a technology leader.” --Troy Martin, VP Operations, ABC-CLIO
With more than 8,000 eBooks already published, and a steady flow of 30-40 new releases every month, ABC-CLIO was well established as a leader in digital publishing. But their homegrown eBook platform wasn't keeping pace. They knew they were in a race to meet increasingly high user expectations, particularly as content consumption shifted to tablets and mobile devices.

Initially, they considered leveraging their own outstanding in-house technology team to rebuild the site, but careful financial analysis revealed they'd get better value if they went outside.

After surveying a field of 13 vendors they decided on Tizra.  Key factors included...
Support for advanced, mobile-first design using the latest responsive frameworks and techqniques.High-performanc…