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…

Case Study: ARL Walks the Walk on Accessible Content

The Association of Research Libraries (ARL) provides leadership in public and information policy to 125 research and academic libraries in the U.S. and Canada. A few years ago, in an effort to increase community engagement and reduce costs, ARL made the move from print to digital publications using the Tizra platform.

"Our goal was not just to go e-only, but to get there with enhanced functionality," said Publications Program Officer Lee Anne George.

When evaluating digital publishing platforms, ARL had some critical requirements including:
Support for existing publication formatsA full e-commerce platform supporting both free and paid content, as well as password- and IP-authenticated access for individual users or entire organizationsMobile responsive design supportFull-text searching including relevancy ranking and linking to specific pages in search and social sharingSupport for ARL's digital accessibility mandates After extensive testing, including an extended publi…

Free Webinar: How to get off the mult-format content treadmill

Free Webinar: Friday, September 21 12-12:30 pm (ET) How to wrangle ALL your content types into one beautiful online hub… and get off the treadmill for good! It never lets up. First it was publications and conference materials. Then blogs and social media. Then webinars, infographics, podcasts and online courses. You keep cranking them out, but where do they all go? How can you keep your communications investment from evaporating at the speed of Twitter?

Tizra lets you bring it all together into a great-looking, searchable, mobile-friendly website that delivers long-lasting value to your audience.

In 30 minutes you will learn...

How to broadcast and curate mixed media types for maximum impact.How to categorize content for ease of use and maintenance.How a well-tuned search can reveal hidden gems.REGISTER NOW!