One of the key questions for B2B publishers is whether to build proprietary content platforms in-house or work with an experienced supplier. Edwin Bailey, Director of Marketing, assesses the risks associated of in-house development versus outsourcing.
In a competitive digital marketplace, efficiency is king. The right publishing solution is about timely access to authoritative research, data, and analysis to ensure that, as a research or an analysis firm, you’ve got the winning edge.
Add the invaluable ingredient of high-quality content as well as a suite of intuitive, user-friendly tools for simple and quick interactions, and that edge grows further still.
However, the critical question is, do you develop in-house or outsource? With so many variables to consider, we explore why building a proprietary system might not offer a feasible solution for anyone looking to gain competitive advantage.
The C Factor
Perhaps the biggest factor of all is cost. A publishing platform – in-house or otherwise – is in continual development, so surely removing the burden of developing a proprietary system while trying to constantly keep pace with the rapid progression of technology is a no-brainer?
Outsourcing not only removes initial capital expenditure and externalises the costs associated with development risks, updates, and over-runs but also ensures the availability of best quality technology at a fixed price. Outsourcing also paves the way for cost certainty, accurate budgeting, and the freeing-up of capital for use on other opportunities.
In short: focus on what you’re good at. As a research or an analysis organisation, use your resources wisely and do not sway from your core competencies. Running a large internal development team solely for your publishing platform is, let’s face it, a costly distraction from your main business.
Outsourcing your publishing platform also offers you the flexibility and agility to respond to critical opportunities.
“it doesn’t matter how good your content is – if technology compromises its ease of access, both customer experience and competitive edge will dissipate.”
Time to market
Building a bespoke in-house system to match your business’ exact requirements and customers’ expectations is a bit like the holy grail. For one, your end-users may already be familiar with high-quality publishing platforms used by other providers and the high benchmark is therefore already set. In short, you are setting yourself up for a fall, perpetually stuck in development hell with technology that is fast becoming outdated.
‘Basic’ in-house amendments could routinely take four to six months and all those coding ‘tweaks’ will become increasingly difficult to manage, allowing your competitors to eclipse you. Any system that can’t rapidly implement new features made necessary by the wider technological ecosystem will quickly become obsolete.
This level of development and creativity demands big responsibility – as is managing the constant investment needed to fund the enterprise. Does your firm have the time and energy for this?
An outsourced solution will reduce implementation time and ensure industry-leading user and publisher experiences, as well as allowing research and analysis firms to publish reports quickly and easily.
And it doesn’t matter how good your content is – if technology compromises its ease of access, both customer experience and competitive edge will dissipate. A research or analysis firm’s platform should enhance content, as well as make it easy to find, understand and export in various user-friendly ways.
Creating a system that can actively help publishers improve sales can take years of development. Content Catalyst has been developing its content platform, Publish Interactive, for more than 12 years to the point where new partners can see tangible sales benefits within weeks. How long would that take if they were developing their own systems? The time frames are incomparable.
Furthermore, a publisher’s entire portfolio is also made instantly available, enabling researchers to find required information quickly and easily, leading to greater and prolonged use. Content analysis can help firms quickly identify popular content with great revenue potential, pinpoint any content gaps, and target content at specific users. Upselling and cross-selling opportunities are also enhanced, including the encouragement of ad-hoc buyers to become subscribers.
Freedom to thrive
Business information providers should ask themselves: do they want to invest time, money, energy, and focus equipping themselves with technology for tomorrow, or should they leave those tasks to the experts and concentrate on making their research the best it can be?
For further information, access our guide to choosing a publishing system:
About the author
Director of Strategy
Edwin has over 20 years’ experience in commissioning, author relations, reselling, content licensing, publishing sales, marketing and commercial strategy in trade, professional and business publishing.