The media and entertainment sector is expected to continue to grow with projections of greater
than 6% growth over the next five years. Forecasts suggest that most of the growth will come
from new, interactive digital media. Every day businesses are becoming their own publishing
houses – writing blog posts, publishing e-books and apps, creating videos and podcasts to
promote their brand. It’s projected that by 2015, 90% of Internet content will be video.

Market research even suggests that half of all magazine and newspaper circulation will be via
digital delivery by the end of 2015 [2]  and that half of all reading in the United States will be done
without paper by 2015. [3]

Digital publishing is a market that is growing by leaps and bounds each year, fueled greatly by
online vendors like Apple's iTunes, Amazon, Google Play. Because of the proliferation of
smartphones and tablets, content is being distributed more and more via apps.

So how should your business take advantage of the low barriers of entry into the digital
publishing world? By hiring experts either in-house, as consultants, or both who understand the
landscape and mechanics of digital media both creatively and strategically. Your customers
should be able to interact with you and your business digitally. Having an engaging website is a
start. But making sure that you’re telling you’re business’ story through high quality video, audio
and written content is what will allow you to stand a head above your competition.

A few things to consider are:

  • Who is your audience and how do they typically interact via computers or on their mobile
    devices?
  • How often should you be publishing new content?
  • Do you have the resources readily available to you to produce videos, photos, audio
    podcasts and other content?
  • What do you want your brand message to consistently say?
  • Where do you want your brand positioned in the marketplace?

Sometimes small businesses can easily get overwhelmed with the minutia of trying to maintain
their daily operations and keeping up with the digital marketing landscape. It is better for smaller
businesses with fewer internal resources to either outsource their digital media projects or
specialize in only doing a few things extremely well. If your business lends itself to being visually
driven, focus on publishing photos and videos and don’t bother with other media. It’s best to
excel at a few things than to try your hand at all and make a shabby presence.
If you have examples of small businesses that are excelling in digital content publishing, share
them with us. If you have any questions about how you can position your company online, feel
free to leave comments below or send an email.