How do you want your content these days?

With the aim of keeping users by providing quality content while increasing profits, publishers must adopt advanced technologies. These days, it is evident that we are willing to pay for quality digital content. It’s enough to look at the steady growth in paid Netflix subscriptions in order to understand how willing we are.

The trend of paying for quality content extends beyond entertainment such as Netflix, Spotify, or Apple Music and is also gaining ground in the world of news and other forms of content. While trying to navigate between real news and fake news, we are also willing to pay for the news that we consume. The New York Times, the pioneer of selling subscriptions for its online content, is an excellent example, demonstrating consistent growth in its numbers of paying subscribers.

This development is bringing new life into the picture for publishers who seek to adopt a business model that will enable them to maximize revenues from the content that they provide to their users.

So how can the publishers get users to enter their credit card number in exchange for content?

‘Content is king’ — they’ve been saying that for years. But with the aim of providing users with the most suitable content of the highest quality, they must be based on technological infrastructure and advanced content management systems, that will provide both users and publishers with the following parameters:

• excellent user experience — great user experience is significant in creating a connection with users, as well as propelling their desire and need to keep consuming the content, beginning with content provided at no charge through to content for purchase. An advanced content management system, such as that of Facebook, for example, must provide a first-class user experience from the start.
• optimization to personalization — optimizing the ability to personalize content through a combination of defining/categorizing consumption according to the persona and user identity, his current context (what do we know about the content consumer, is he currently in traffic? What device is she using to browse? Etc.), and learning systems that can predict the compatibility of the content with a user’s preferences, while every user enjoys a personally customized display which enables them to maximize their content consumption.

Just as the big content companies, Facebook and Google, have been able to impressively match the advertiser and message to the narrow and defined segment that is their target audience, the modern publisher will also want to customize content to their target demographic.

Compartmentalization — displaying the content according to “transparent” user permission, without using notifications of the “you are not authorized to view this content” type. For example, adult content will not, under any circumstances, be shown to children, and the end-user will not know that there is content not being shown to him.

Making content accessible by means of infographics — in many cases, there is a need to display content in a particular context, such as presenting place-based content on a map or time-dependent content on a timeline. In order to aid in the visual presentation of information, the system must include infographic components.

Advanced search — the content management system must provide search results, with an understanding of a semantic search query and presentation of various kinds of content, including infographics, quickly and with optimal personalization to the user.

Support with every kind of content — written articles, videos, podcasts, infographics, photos. Including the ability to schedule articles and headlines that correspond with each user.

Know the user, generate ongoing satisfaction — “Sense” the user directly by continuously receiving feedback on his satisfaction, by collecting ongoing information about his behavior and trend segmentation. The content management system will interface with the data collection systems and behaviors such as analytics and business intelligence systems, alongside maintaining subscriber privacy and compliance with internal and external regulations.

Making content intuitively accessible — From the user’s connection to the easy retrieval and sharing of content, and the creation of a unique persona experience by using an application programming interface (API) which enables the content management system to connect to complementary services, export/import information and perform operations through a secure interface.

NO CODE — The ability to create worlds of content by the content editors is critical, and enables the creation of comprehensive reviews of subjects, which consist of a variety of different components. As such, the publishers need a No/Low code and components management system that will provide them with operational independence. Such a system enables both access to ready content components from within a large components library as well as the creation of additional templates and grants them the ability to create complex content worlds using the mouse and to adapt the best product to users in a shorter time frame.

Linnovate is the creator of Blocktree, a modern low-code content management system for publishers.