The evolution of B2B content and the era of short-formism
Embracing the shift to shorter publishing cycles while improving customer functionality
The adoption of digital publishing platforms over the last ten to 20 years has enabled publishers to expand their services due to increased capabilities, such as report bundling and through offering subscription packages. Publishers of B2B research are now at yet another stage of the digital transformation: we call it short-formism – the publication of shorter reports more frequently.
This whitepaper explores how publishers of high-value market analysis are increasingly embracing this change and what this means for research, editorial and production workflow. We also introduce a simple framework for a managing a continuous feedback loop within workflow to ensure the reader is served with compelling and useful content.
The move to short-form content
The impact on workflow
The goldfish effect
Purchasing content: the subscription model
Analytics benefits from digital transformation
Four reasons to incorporate usage data into publishing workflow
Optimised data visualisation
Figure 1: From print to digital – 20 years of B2B content delivery
Figure 2: Increase in the search term “infographic”
Figure 3: A continuous feedback loop for publishers’ workflow